Bergh also called out the “trend towards more casual, looser fitting clothes in general.”
That change in style still hasn’t been enough to lift sales. Levi’s on Wednesday reported fourth quarter sales, which included the year-end holiday shopping season, of $1.39 million for the period ended Nov. 29, down 12% from the same period a year ago.
Looking forward to what factors will drive demand for jeans in 2021, Bergh said the need for “casualization” will be a prominent.
Levi’s isn’t the only one seeing baggy jeans take off. Los Angeles-based JNCO, known for its wide-leg styles in the 1990s, relaunched its jeans in 2019. The jeans range from about $130 to $200 in price, and some pairs feature embroidery and distinctive stitching.
“While the pandemic overall has been a negative for many brands, it has lifted our sales,” said Camilla Revah, JNCO’s vice president of sales and marketing. “Our jeans are iconic, they are comfortable and it’s what people are looking for right now.