Levi’s CEO says jeans with more relaxed fits are selling exceptionally well as shoppers stuck at home lean toward more comfy clothes
It may be time to shimmy out of those skinny jeans. Baggy denim is making a comeback.
Levi Strauss & Co. chief executive officer (CEO) Chip Bergh said jeans with more relaxed fits are selling well as shoppers stuck at home lean toward more comfy clothes.
“There’s definitely a trend toward more casual, looser-fitting clothes in general, and the same is true in jeans,” Bergh said on a recent conference call with analysts. “I think it’s here to stay.”
Tight jeans have held strong as the dominant style for years as wardrobe staples and Bergh expects it to stay that way, especially for women. But renewed attention to roomier pants may finally provide more variety on denim shelves.
Levi reported fourth-quarter sales that came in above analysts’ estimates, but the company said the pandemic is still clouding its outlook. Shares fell 6.8% in after-market trading Wednesday.
The denim label started selling a baggier line of jeans this past season in both men’s and women’s, and it’s off to a fast start, the CEO said. The loose-straight fit, much less snug than the skinny, has also performed well, especially in recent months.
Executives have also made it a focus to sell a broader array of products, such as sweats and chinos. They aim to have half of revenue come from non-denim pants over the next decade.
Meanwhile, few days ago, the legacy brand announced on Twitter that it is releasing a line of Pokemon-branded clothing, including a jacket.
Along with a picture on the social media platform that showed denim jacket featuring Pokemon mixed in with a bright floral print, Levi’s said it is collaborating with The Pokemon Company to celebrate the iconic video game and entertainment franchise’s 25th anniversary.
Besides the special apparel collection, as part of the anniversary celebrations, Pokémon has announced a yearlong music programme, titled P25 Music. Headlined by American pop icon Katy Perry, the programme, created in partnership with Universal Music Group (UMG), a world leader in music-based entertainment, accompanies fan-focused activations across the franchise’s portfolio of video games, mobile apps, animation and merchandise.