The coronavirus killed denim.
Women are not reaching to jeans for comfort. These days, during the pandemic, they’re more likely to spend their time in yoga leggings, pajamas and basketball shorts.
Levi’s revenue cratered and they’ve laid off 15 percent of their workforce. The Lucky, Hudson Jeans and True Religion brands filed for bankruptcy. A retail analyst said, (quote) “People just aren’t wearing jeans right now. Casual is really what’s winning right now. Active wear is becoming more acceptable.”
Stores like Lululemon and Athleta have watched their stock rise. WalMart reported that nobody is buying pants. The so-called Zoom Shirt is the only apparel that sells. (The Washington Post)