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Denim Regains Some of Its Pre-Pandemic Mojo

As a garment that has endured decades of social and political change, as well as ever-evolving fashion trends, the creatures of comfort that have all but declared denim dead this past year should have known that it would take more than a pandemic to cancel jeans.

Recent data by global fashion search platform Lyst reveals that demand for jeans and denim pieces has grown since the start of January. Searches for denim increased 23 percent, with women on average purchasing twice the number of jeans as men.

Though only the second week into February, there’s been no shortage of newness to entice shoppers back to denim in 2021.

Jeans and denim shirting were mainstays in the F/W 21-22 men’s collections presented during digital fashion weeks around the world. The durable fabric is the focus of two new notable home décor collaborations between Levi’s and Target and Wrangler and Pottery Barn Teen.

Levi’s released a poignant collection designed with artist, designer and political organizer Fresco Steez that celebrates Black History Month. H&M Group’s Weekday debuted the first jeans ever made with the regenerated textile fiber Infinna. And heritage brand Lee partnered with H&M for a Gen Z-centric collection of sustainable denim.

Recent data by global fashion search platform Lyst reveals that demand for jeans and denim pieces has grown since the start of January.
Lee x H&M overshirt Courtesy

Meanwhile, the young cohort has recently taken to social media to guide their millennial counterparts away from skinny jeans and introduce them to trendier wider fits and in the process, perhaps, inspiring them to search for new jeans. Lyst saw an additional 10 percent increase in denim searches this week alone.

Popular jeans styles currently trending in searches are slouchy, wide-leg fits, Lyst reported. Page views for denim shackets and overshirts have also collectively risen 40 percent since January, echoing the buzz building around utility and workwear-inspired fashion.

Consumers, however, are also looking for style statements that feel personal. With vintage- and DIY-inspired fashion maintaining their appeal with quarantined consumers, Lyst reported an uptick in searches for ripped and patched denim.

Shoppers are also intrigued by subtle updates to classic fits. For instance, Lyst noted that Weekday’s Skew High Crossover jeans—a straight fit that has an overlapping closure—has been the most-viewed style over the past two weeks. Similar twists on waistbands are also available from brands like R13 and Agolde, which was recently worn by model and cookbook author Chrissy Teigen.