Confidence building is the goal behind Lee’s new range of alpha-sized jeans for women.
The Kontoor Brands-own heritage label launched Sized For You, a range of skinny jeans that runs from XXS to XXL, covering a 24-36 size range. Each size fits two waist sizes (except for XXS), meaning the jeans will feel like the perfect fit whether the wearer goes up or down a size.
With Sized For You, Lee is targeting women 25 to 45 years old who consider skinny jeans as an effortless staple in their closets. Though Gen Z is moving away from skinny jeans, millennials and Gen X consumers are here for them, Lee stated.
Data from research firm Allied Market Research supports Lee’s take on skinny silhouettes. The firm estimates that the denim industry will grow to $88.1 billion by 2030 with the body-hugging fit projected to achieve the highest CAGR of all fit types from 2021 to 2030, growing at a rate of 6 percent in that time. The style remains a fixture at New Orleans-based Jeantherapy and Toronto’s Over the Rainbow as well.
One-size-fits-many concepts have gained traction since the start of the pandemic. Brands like Good American, Zara, Gap and NYDJ have launched similar products, touting comfort and flexibility as consumers reintroduce jeans back into their wardrobes.
Fabric technology is the key ingredient behind the jeans’ fit. Made with a 92 percent organic cotton, 4 percent polyester and 4 percent spandex blend, the fabric expands to fit while also retaining its shape.
“Since we have always been known for fit innovations, it felt authentic to our brand,” the brand stated.
Lee’s Sized For You jeans are available in blue and black washes and retail for $118.