As a constant fashion staple, denim is undergoing a fall in popularity as iconic labels struggle to keep pace with a rapidly changing retail climate. Traditional denim brands are losing out to fast fashion retailers who can offer trend-led denim looks quicker and at more competitive price points. The impact of light and travel friendly sports-inspired styles are also currently more attractive to consumers than heavier denim fabrications, due to the soaring popularity of sports lifestyle brands. In an era defined by female empowerment and the gender-neutral movement, classic denims, with their more masculine look, are less reflective of consumer’s increasingly varied and softer expression of style.

Image: Milan Street Style Year 2019

The last major downturn of denim was just before the launch of engineered denim by Levi’s® in 1999, which reinvigorated the consumer interest by introducing a new silhouette. This illustrates how important it is for the denim sector to embrace the latest trends and innovations in both technical performance and sustainability, so they retain relevance with the consumer. As sports and tech influences are not only hybridised, but fully integrated into daywear, denim fabrications and silhouettes will need to become even more seamlessly integrated with active-inspired fashion.

Image: Paris Street Style Year 2019

Trendstop’s denim experts have contributed to the latest edition of Vice magazine, read the full article here.