We all love a pair of jeans, right?
They’re the comfiest things to throw on when we’re having one of those can’t-be-bothered-to-get-dressed days, but also look great glammed up with heels and a cute top.
But could our favourite go-to items one day be EXTINCT?!
Surely not? But according to retail analysts, there’s a new generation of 20-somethings who may actually never own a pair of jeans.
Instead, these millennials are ditching the denim in favour of comfy yoga pants and jogging bottoms.
This is all because of ‘athleisure’, a trend that’s gone huge in the US and is fast becoming a big deal over here as well.
Thanks to athleisure, it’s now become acceptable to wear sportswear outside of the gym.
Brands such as Sweaty Betty have brought it onto the high street and celebrities including Kanye West are incorporating it into their fashion lines.
See: Skinny Jean Problems Every Girl Knows
Over the past 12 months, US sales of athleisure have risen 17% to $41bn. Meanwhile, jeans purchases dipped 8% and global sales were only up 2% across the world’s 10 biggest clothing markets.
Marshall Cohen – chief retail analyst at NPD – tells The Guardian: ‘Leggings have replaced jeans as the must-have in the wardrobe.
‘It might not be as big in the UK as the US yet, but it’s getting there. For every pair of jeans they’re not buying, they’re buying two pairs of leggings.’
So how are jeans companies combatting the rise of athleisure?
Well. A number of the big denim retailers admit that they’re putting more of an emphasis on ‘stretch’ jeans, making them more similar to leggings.
As Wrangler’s creative director Sean Gormley says: ‘[Athleisure is] a big deal and it’s very real. It’s re-energised the whole sportswear look and it’s definitely a threat.
‘There’s always a new kid on the block, but denim is good at innovating itself out of corners. I believe that’s what’s going to happen with this latest trend.’
Hmmm. We don’t know about you, but there’s NO way we’re throwing our jeans out just yet.