Denim market in the United States - statistics & facts
Originally made in just one color, indigo, and designed for miners, blue jeans have come a long way since their appearance on the apparel market. Popularized by leading Hollywood actors in the 1950’s, nowadays jeans come in a variety of cuts, styles, and colors. Of course, denim fabric can be fashioned into other articles of clothing, from denim jackets, to skirts, and even the infamous “Canadian tuxedo”, consisting of an all-denim ensemble. As most well-known denim brands are based in the United States, it comes as no surprise that they are well-loved by U.S. consumers to this day.
Whether it’s bootcut or straight-leg, mom or boyfriend-style, skin-tight or baggy, jeans have always been a defining part of the fashion market. Due to their versatility, from workwear to casual pieces of clothing and even approved as office-appropriate (as long as they aren’t ripped), denim will always be a sought-out article of clothing in the United States.
Leading denim brands
Levi Strauss & Co., which is headquartered in California, is one of the most well-known denim brands, both domestically and globally. Levi Strauss’ net revenue in the United States has consistently remained above the two billion U.S. dollar-mark, even getting closer to three billion. Another prominent denim producer is Kontoor Brands, under which brands Lee and Wrangler are marketed. Of the two brands, Wrangler has generated higher revenues throughout the years, almost double of that of Lee.What do American consumers think of jeans?
Jeans come in a multitude of styles, defining fashion trends across generations. Skinny jeans, popularized in the 2010’s, are still revered by young people as of 2023. However, a wider fit of denim has been on the rise among Gen Z, almost a complete opposite silhouette to the slim-fitting trousers. No matter the current trend, denim has been a staple in many U.S. consumers’ wardrobes.Whether it’s bootcut or straight-leg, mom or boyfriend-style, skin-tight or baggy, jeans have always been a defining part of the fashion market. Due to their versatility, from workwear to casual pieces of clothing and even approved as office-appropriate (as long as they aren’t ripped), denim will always be a sought-out article of clothing in the United States.
