It’s no surprise you’d be swapping your heavy denim for lighter styles as the weather continues to heat up, but the state of denim no matter the weather, appears to be in serious distress. According to Bloomberg, sales have plummeted from over $7 billion to $4.8 billion in recent years.
Apparently, this decline in denim sales has been happening for a while, but now more than ever as consumers move towards more comfortable pants and the ‘athleisure’ trend.
Brands like Gap are beginning to invest heavily into activewear, but iconic denim brand Levi’s has pushed back against the trend with focus on core products and innovations that provide equal parts comfort and style.
From grabbing a coffee to walking your dog and grocery shopping, there’s no doubt that activewear is becoming a global wardrobe staple for men and women. According to Brand + Commercial, in 2012 the global performance activewear market grew by more than 7.5% and exceeded US$244 billion, and in the UK it is expected to grow to an estimated £5.34bn by 2016.