Levi’s Wants to Make Jeans More Like Yoga Pants

Analyzing the top news stories across the web
Aug. 27 2014 10:27 AM

Levi’s Wants to Make Jeans More Like Yoga Pants

480925507-sign-is-posted-on-the-exterior-of-a-levis-store-on
Jeans that stretch.

Photo by Justin Sullivan/Getty Images

This article originally appeared in Business Insider.

Levi's is facing its biggest crisis in years: athleisure attire. The denim brand says it has been challenged by the fashion trend of wearing exercise gear instead of jeans. The company's profits fell 76 percent in the second quarter.

Advertisement

In an attempt to revive popularity, Levi's is trying to make pants feel more like those purchased from Lululemon or Under Armour, writes Kim Bhasin at the Huffington Post. “Today’s consumer is on a quest for casual comfort, whether it's jeans or yoga pants,” James Curleigh, the president of the Levi's brand, told HuffPo

Levi's has looked into using comfortable fibers like Dyneema in its jeans. The brand also released a line of jeans with flexile coatings. It is also advertising the Commuter Jeans, writing on its Facebook page that the pants are built for “mobility, comfort, and durability.”

The rate of growth in athletic apparel is soaring, even as American participation in sports declines, according to the Wall Street Journal.

piperjaffy

Courtesy of Piper Jaffray via Business Insider

Barclays estimates that the market will increase 50 percent to more than $100 billion by 2020. Meanwhile, denim sales fell 6 percent last year, according to NPD Group. The new athleisure trend is the latest chapter in Levi's identity crisis. Levi Strauss reached its peak in the 1980s, but has struggled to reach that level of ubiquity sense. Another trend challenging the brand is men favoring tailored pants over denim, The Economist wrote in July. 

Ashley Lutz is a retail writer for Business Insider. Follow her on Twitter.

TODAY IN SLATE

The Juice

Ford’s Big Gamble

It’s completely transforming America’s best-selling vehicle.

Should the United States Grant Asylum to Victims of Domestic Violence?

The Apple Watch Will Make Everyone Around You Just a Little Worse Off

This Was the First Object Ever Designed

Don’t Expect Adrian Peterson to Go to Prison

In much of America, beating your kids is perfectly legal. 

Moneybox

How the Apple Watch Will Annoy Us

A glowing screen attached to someone else’s wrist is shinier than all but the blingiest jewels.

Music

A Little Bit Softer Now, a Little Bit Softer Now …

The sad, gradual decline of the fade-out in popular music.

Is Everyone Going to Declare Independence if Scotland Does It? 

I Tried to Write an Honest Profile of One of Bollywood’s Biggest Stars. It Didn’t Go Well.

Trending News Channel
Sept. 12 2014 11:26 AM Identical Twins Aren’t Really Identical
  News & Politics
Politics
Sept. 12 2014 7:24 PM Come and Take It Libertarians fight for people whose property was seized by the police.
  Business
Moneybox
Sept. 12 2014 5:54 PM Olive Garden Has Been Committing a Culinary Crime Against Humanity
  Life
Outward
Sept. 12 2014 3:32 PM Yes, Those Straight Guys Who Wed for Rugby Tickets Are Mocking Marriage. What’s New?
  Double X
The XX Factor
Sept. 12 2014 4:05 PM Life as an NFL Wife: “He's the Star. Keep Him Happy.”
  Slate Plus
Behind the Scenes
Sept. 12 2014 5:55 PM “Do You Know What Porn Is?” Conversations with Dahlia Lithwick’s 11-year-old son.
  Arts
Brow Beat
Sept. 14 2014 7:10 PM Watch Michael Winslow Perform Every Part of “Whole Lotta Love” With Just His Voice
  Technology
Future Tense
Sept. 12 2014 3:53 PM We Need to Pass Legislation on Artificial Intelligence Early and Often
  Health & Science
New Scientist
Sept. 14 2014 8:38 AM Scientific Misconduct Should Be a Crime It’s as bad as fraud or theft, only potentially more dangerous.
  Sports
Sports Nut
Sept. 12 2014 4:36 PM “There’s No Tolerance for That” Pete Carroll and Jim Harbaugh say they don’t abide domestic abuse. So why do the Seahawks and 49ers have a combined six players accused of violence against women?