Levi Strauss & Co, the company that invented blue jeans in 1873, is hoping to revive its business by launching a new women’s range to compete with yoga pants.
Last year, Levi Strauss & Co reported a 76 percent drop in second quarter profits for the iconic denim brand.
It is reported that young women don’t wear denim like they did 20 year ago and yoga pants and leggings seem to be taking preference.
CapeTalk’s John Maytham spoke to Pnina Fenster, Editor of Glamour Magazine about jeans losing their popularity to leggings and yoga pants:
According to Fenster, reports about the death of denim are exaggerated and agree with the notion that women want something unique and comfortable.
I don’t think that denim is ever going to go away but it is true that we want more comfort dressing— Pnina Fenster, Editor of Glamour Magazine
Listen to the full conversation below: