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The trend isn’t limited to Levi’s, who claims to have invented blue jeans in 1873. Madewell, the popular retail chain owned by J. Crew Group, has also seen an enthusiasm for looser jeans and balloon pants, even among the sidekicks of skinny jeans. , which is seen as a turning point for adjustment.

“People who really cared about skinnies are like, ‘Oh, okay, I’m going to crawl to the other side and do something,'” said Anne Crisafulli, senior vice president of merchandising at Madewell.

Madewell, who is known for her jeans, has come up with styles that help customers switch to the looser fit in an effort to provide “training wheels for people who step out of skinny,” Ms. Crisafulli said. . Customers seem to want “looser and more comfortable” denim, she added.

Mr Bergh noted that the weight gain linked to the pandemic could spark interest in jeans as some people seek to update their closets.

San Francisco-based Levi’s saw revenue drop 23% to $ 4.45 billion in 2020, as many retailers saw sales plummet as stores faced temporary closures and customer habits were changing. Sales also fell in the first quarter, which ends in February, but Bergh noted that was before the vaccines were launched in the United States on a “massive” basis. He said he was optimistic about the denim resurgence.

“As people think about coming back, they think about what the look is now, and they go to our website, they go to other websites, look at fashion magazines and see looser and fuller cuts being. the new trend. Mr. Bergh said. “The fact that people are released and can finally go out to dinner with their family, girlfriend or boyfriend – it gives them the opportunity to modernize their wardrobes, update the look and splurge a little about themselves, and I think that’s what we see. “

And still, even if looser denim is the look of the 2020s, that doesn’t mean skinny jeans are gone.

“I don’t think skinny jeans are ever going to go away completely,” Mr. Bergh said. “People mix things up, and women in particular have many choices.”

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