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Consumers are moving away from fast fashion and investing in premium denim, forcing brands to elevate quality and craftsmanship.
Cheap jeans are dying out. Consumers are straying away from thin fabrics and poor fitting jeans and the normalization of spending $200 on denim has begun. Premium denim has been seeing a massive surge and fashion brands are trying to figure out how to keep up.
Jeans are no longer something in your wardrobe that you can replace every year. They are now investment pieces. The consumer mindset is shifting away from trend-chasing and moving more towards sustainability and timelessness. This is inspiring people to trade their fast fashion jeans and replace them with higher quality, better constructed pairs that will last for years.
There are multiple brands on the market that are already well known for their premium denim. AG, FRAME, and Paige dominate the category in department stores even with a price tag reading over $200, but now mass-market brands are racing to elevate their denim.
One of the most well known denim names in the world, Levi’s, has kept their customers coming back for years with their classic 501s that retail for $98, but now they are entering the premium space. The Levi’s Blue Tab collection is made from premium Japanese fabric and retails for $268.
It is clear that premium denim isn’t a niche anymore, but a new standard. Consumers are willing to invest in products that make a difference. Premium denim offers quality fabric that will hold its shape, age better when washed, and support your body. Sustainability is another big factor as consumers are buying one-three pairs of jeans that will last them for over five years rather than purchasing a new pair every year.
Denim has become an essential part of an elevated wardrobe and that’s why premium denim is restructuring the entire market. Brands now have to rely on sourcing better materials and improving their fits because shoppers are beginning to choose quality over quantity, so the next time you need to grab a new pair of jeans, remember that premium denim is not a splurge, it’s the foundation of your capsule wardrobe.
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