Skinny jeans are never going away, says Levi's CEO, even as denim sales plunge during the pandemic
- Levi's CEO Chip Bergh said that he thinks skinny jeans are never going away.
- Bergh noted the growing popularity of looser fits, though.
- Levi's revenue in the recent holiday quarter was down 12% year-over-year.
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Skinny jeans are here top stay despite frequent predictions that they're going out of style, Levi Strauss & Co. chief executive Chip Bergh told investors on Wednesday.
On the conference call, an analyst asked if the denim retailer was seeing baggy jeans resurge as clothing trends towards comfortable and casual options amid the pandemic. Levi's launched a loose fit line of jeans for men and women last season which was "off to a very very fast start," Bergh said. Overall revenues for the quarter were down 12%.
He says not only is Levi's seeing the trend, but also leading it. "I think it's here to stay."
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Don't throw away your skinny jeans just yet, though. Bergh followed up by saying "I don't think skinny jeans are ever going away on the women's side of the business," despite a clear trend towards "casual, looser fitting clothes in general."
Fashion magazines and influencers have been predicting the end of skinny jeans for years, and they were only accelerated by the COVID-19 pandemic leaving people at home. In March, Cosmo asked "Wait…are skinny jeans out?!" and advised readers towards straight-legged fits. Elle was even more direct, declaring "The skinny jean is dead" in July.
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Skinny jeans seem here to stay as long as denim is popular, at least according to the self proclaimed "global leader in denim by a mile." The future of jeans themselves though, is murky as the industry turns towards loungewear and even Levi's has started making unisex sweatsuits.
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