Denim jeans, or simply jeans, are a wardrobe necessity. Jeans are worn by people of both sexes, all age groups, and socioeconomic groups in most countries around the world. They’re worn in social-casual, business, and yes, even official occasions.
Over the past two decades, jeans have revealed their capability to transcend gender, economic, and age hurdles. Not surprisingly, denim clothing is the most often produced and worn clothing anywhere.
Premium Denim – IN
This year, as denim categories continue to grow from the expansion and deepening of premium denim brands, retailers scramble to offer the hottest new brands and the latest about-to-be-discovered trends.
Unlike other clothing categories, denim jeans didn’t lose market share during the global economic downturn that started in 2008. As consumers spend more in the current recovery, denim has regained momentum more quickly when compared to other apparel.
Denim – It’s All About the Details
That’s because buyers say denim is all about the details. Subtle stitching, hand finishing, or exquisitely tailored to fit patterns make denim a hot perennial commodity. Sumit Shah, Managing Director at Prem in the UK says, “Tapered and skinny fits are becoming ever more popular than the classic fits.”
A single pair of denim are typically worn longer – by one to two years – by all age groups and genders than other clothing types. But that doesn’t mean that a pair of jeans has indefinite value in the wardrobe of a discriminating individual.
Today’s fashion-conscious denim jeans buyer isn’t looking for a visibly worn status-brand name or logo. Instead, minute details—such as rivets, buttons, or the very ‘hand’ of the denim cause him to gravitate towards premium denim. He’s happy to pay more for it.
Famous Worldwide Denim
A short list of long-lived denim brands continue to dominate the world’s markets. Men’s denim jean sales are led by styles from Levi’s, Wrangler, and Lee.
Since 1873, Levi Strauss & Co. is still family-owned and privately-held. This astounding fact becomes even more astounding when we consider that Levi’s dominates the world market for denim jeans. The first is still the leader: the company made the world’s first pair of denim jeans in the nineteenth century!
Today, it’s is a multi-faceted brand, including Levi’s, Dockers, Signature by Levi Strauss & Co., and Denizen. It’s also an “upstart” premium brand called Lot No. 1 custom-tailored jeans. Lot No. 1 are “the pinnacle, penultimate” jeans, according to the company.
Wrangler – AND Lee!
Like Levi’s, Wrangler is a fragmented multi-brand. It’s owned by VF Corporation (who also owns Lee, The North Face, and JanSport brands). Wrangler jeans were first manufactured by Blue Bell. The company acquired Casey Jones in the mid-twentieth century. Bernard Lichtenstein, aka Rodeo Ben, was originally from Poland and liked to work with rodeo cowboys.
The company stays close to its roots with a line designed specifically for country music lovers. Other lines include Aura, 20 X, and Riggs.
Lee Europe has spawned several premium jeans designers, including Nudie Jeans.
Conclusion
Denim jeans resonate with us. Today’s rainmaker or craftsman knows the importance of clothes that don’t detract from the individual. Men are not worn by their clothes.
Jeans have been adopted by fashionable people and they’re worn by everyone. Denim jeans are all about fit this year, so it’s important to assess one’s hard-working jeans for perfect tailoring, stitching, and comfort.
Photos: Here In Van Nuys, Inhabitat Blog, Fogindex, and Jason Michael
