So says WaPo, most financial indicators, and 'the streets'! Jean sales have been on the decline for the last five years but the pandemic added another nail to the coffin. Athleisure, conversely, is doing much better!
- True Religion, Lucky Brand and G-Star RAW have declared bankruptcy since April
- The parent company of Joe’s Jeans and Hudson Jeans filed for Chapter 11 protection in May
- In July, Levi’s posted a 62% [plummet] in second-quarter revenue and announced plans to cut 15% of its corporate workforce.
I love my jeans - I'm a self-proclaimed denim head and my Mother, Frame, and Current & Elliott jeans saw plenty of action (although they all hosted several sales!!). However, as I go back to one of the top concerns for my readers and clients during the lockdown, how not-to-rock sweats and leggings was at the top of the list.
Indeed the Washington Post article chronicles a number of the benefits with the main benefit of joggers being comfort and ease of use. I get it...it's like a bear hug for your booty!
Even though the other side of the casualwear house is doing better with only a 17% decrease in sales, everyone is feeling the pinch.
Moral of the story: keep your jeans, continue to wash them infrequently as is the rule for general care and maintenance, get a few since every retailer is having a sale, and know that your 100+ day love affair with your joggers will come to an end....soon (we hope)!