Politics, social issues, vaccines and religion are not the only factors dividing the United States. Consumers’ divisiveness over jeans is also wielding its power to split fit preferences state by state.
With skinny jeans losing their dominance in women’s fashion and post-pandemic lifestyles affecting trends, plus-size e-commerce fashion retailer Dia & Co conducted a Google search trends analysis to see what’s hot and where.
Echoing The NPD Group’s report from earlier this year, Dia & Co names straight-leg jeans as the most most-searched style in one-third of all states, followed by mom jeans and flare jeans. Straight fit jeans’ popularity stretches from Maine to Washington with a stronghold on Midwestern states including Illinois, Kansas and Michigan.
Mom jeans—defined by tapered legs and a high waist—topped searches in Alaska, Ohio, Texas, Virginia and more.
Meanwhile, Dia & Co said flares are “taking the South by storm.” The hip-balancing shape, which last trended in the early 2000s, was the most-searched in Alabama, Arkansas, Mississippi, North Carolina, South Carolina and Tennessee.
In general, 2022 is shaping up to be a strong year for exaggerated silhouettes, Dia & Co said. While baggy fits have been a mainstay on the runway for several years, the laidback ’90s jean is finally gaining traction in Arizona, California, Hawaii and Nevada. Likewise, searches show that wide-leg jeans are having a moment in Delaware.
Given their Western flair, bootcut jeans are most popular in Wyoming and New Mexico. Despite New York City being an incubator for up-and-coming trends, the Empire State’s most-searched fit was the skinny.
While fit preferences vary nationwide, Dia & Co’s analysis uncovered some common ground when it comes to jeans.
“On average, Americans are searching for high-waisted jeans more than other rises, but New Yorkers like to play with both extremes: both high-waisted and low-rise jeans are most popular in New York,” it said.
High-waisted jeans were most popular in New York, Vermont, South Dakota, Washington, D.C. and California. Mid-rise jeans were searched for the most in New York, New Jersey, Arizona, Arkansas and Nebraska. Y2K’s polarizing low-rise jeans are piquing the interest of consumers in New York, California, Maine, Arizona and West Virginia.
More Americans also prefer lighter washes. “They tend to be more popular in the southern states, while darker washes are more popular on the coasts,” Dia & Co said.
Utah, Mississippi, South Carolina and Alabama led the states with the most searches for light-wash denim. Oregon, Illinois, California and Maryland led the states with the most searches for dark washes. However, New York showed preferences for both light and dark washes.
Prints and embellishment have been popular ways to lure consumers back into stores, but white denim remains a top fashion item in denim closets. Dia & Co said white jeans were the most-searched alternative to traditional blue among U.S. consumers, especially in Mississippi, Louisiana, New York, Washington, D.C. and Alabama.
Distressed denim also has its fans. The second-most popular alternative to basic blues, Dia & Co reported that distressed denim is a favorite in Mississippi, New York, Maryland, Kentucky and Alabama.
Though miniskirts are heating up thematic fashion trends like prep, western, Pamcore and Barbiecore, Google points to denim shorts, denim-on-denim, and denim jackets as the three most popular denim styles in the U.S. outside of jeans.
Jean shorts—or jorts—were the most popular in Louisiana, Nebraska, Missouri, Delaware and Vermont. Consumers in Oklahoma, Washington, D.C., West Virginia, New York and Connecticut led the searches for double denim. New York also led searches for denim jackets, followed by California, New Jersey, Washington, D.C. and Alabama.