Skinny jeans are out, wide-leg denim in vogue: Levi's CEO Chip Bergh


Bye-bye skinny jeans, good day “mom jeans.”

The world would possibly lastly be getting into into the early phases of a brand new denim cycle. One the place tight-fitting pants are instantly out of fashion, and as a substitute buyers younger and previous are flocking to loose-hanging, wide-leg and flared jeans, in accordance with the CEO of Levi’s. It harkens again to a trend pattern that was particularly prolific in the Nineties.

“This is not the first time we’ve seen this resonating with consumers,” Levi Strauss & Co. CEO Chip Bergh informed CNBC Thursday, in regards to the extra loose-fitting denim types. “Cycles do come and go. And I think the pandemic definitely played a contributing role to consumers looking for a more comfortable, more relaxing denim.”

Bergh mentioned Levi’s began to note an uptick in gross sales in these new types of jeans when it launched two completely different matches early on final yr: One pair of jeans that ballooned out on the backside, and one other that was high-rise on the waist and unfastened becoming.

“They’re definitely taking off, and it is definitely a new trend,” Bergh mentioned in regards to the jeans, for each females and males.

The shift has been pushed in massive half by youthful shoppers. Gen Z is all for the so-called mother jeans. Today, the fashion is throughout teenagers’ favourite web sites, together with Shein, Princess Polly, Urban Outfitters and Revolve.

In Piper Sandler’s biannual “Taking Stock with Teens” survey, released on Wednesday, “mom jeans” ranked because the No. 3 trend pattern for attire amongst feminine teenagers. Baggy or saggy pants ranked No. 2, behind leggings.

A separate notice from UBS’ retail crew earlier this week famous how trend developments throughout the denim class are shifting. It not too long ago accomplished a worldwide, Google search evaluation that discovered a major spike in shopping on-line in Jan. 2021 in contrast with Jan. 2020 for brand spanking new jean types, together with “baggy/wide jeans” and “straight jeans,” whereas searches for “skinny jeans” had been much less strong.

“Some people have said that this is going to create a new denim cycle, and we think that that could very well be true,” Bergh informed CNBC. “The last real denim cycle was driven by skinny jeans. And that cycle lasted about 10 years.”

“I don’t think skinny jeans are ever going to go away completely,” he went on. “But clearly right now we are seeing a very strong demand for these looser fits, both the men’s side of the business, as well as the women’s side of the business.”

Earlier Thursday, Levi’s reported a double-digit sales decline for its fiscal first quarter, as ongoing retailer closures in Europe and weaker foot visitors in the U.S. because of the Covid pandemic weighed on outcomes.

But the denim maker boosted its gross sales and revenue outlook for the primary half of the yr, assuming the worldwide well being disaster does not change into worse from right here. CFO Harmit Singh mentioned in an interview with CNBC that the corporate is anticipating gross sales will return to 2019, pre-pandemic ranges by the fourth quarter.

Levi’s shares are up practically 25% yr thus far, as of market shut Thursday. The firm has a market cap of $10 billion.

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