We never thought we would ever say this so brace yourselves: jeans are in trouble!
According to CTV News, denim jeans might no longer be a wardrobe staple thanks to younger shoppers who are choosing more comfortable duds.
Retail analyst Doug Stephens said that part of the reason jeans are going out of style has to do with the tastes of those under 50 years old.
"It was really the baby boomer generation that gave rise to jeans," Stephens told CTV's Canada AM. "Now with that entire generation over 50, I believe we're going to see a continued decline as jeans as a fashion statement."
According to market research firm NPD Group, denim sales were down five per cent in Canada in 2013, whereas "active bottoms" sales grew by 14 per cent.
Part of this also has to do with the fact that younger shoppers are more style savvy—with dozens of style blogs and tons of fashion magazines informing their tastes, they know that there are other options to look cool.
"They're not waiting for Levis or anyone else to tell them what's fashionable now," Stephens said. "I think yoga wear is having a huge impact," Stephens added, noting that more people are wearing more comfortable clothes such as Lululemon pants to work.
Despite this reported lack of interest, denim is still cropping up everywhere on celebrities, who can't get enough of their jeans. Stars such as Beyonce and Kim Kardashian have recently been spotted sporting the Canadian tuxedo a.k.a double denim and ripped boyfriend jeans are fully back in style this summer.
Do you still buy jeans?
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