Cool temperatures and outdoor socialising have seen a denim renaissance, just in time for spring – and meeting up again
Last year was not a good one for denim. The pandemic catalysed an era of elasticated waists meaning jeans were relegated to the annals of pre-pandemic fashion. Sales tanked. Levi’s announced plans to cut 15% of its workforce. True Religion, Lucky Brand and G-Star Raw all ran into serious difficulties in April. People who had previously worn jeans most days began to question why they had ever crammed themselves into something so rigid.
Fast-forward to early April 2021, and a quick scan round the outdoor tables of pubs and restaurants on the first trading night after the most recent lockdown easing would tell you a different story – one of resilience. From white jeans to straight-leg, skater to skinny, punters seem to be wearing jeans as if the pandemic and its elasticated waists never happened.
