Yoga Pants More Popular Than Denim...Here's Why.

Whether it's because American's waistlines are continuing to grow, or because fashion has finally become functional, denim sales are declining. In fact, they've dropped from $7 billion to under $5 billion in the past two decades, Bloomberg reports. Yoga pants are more popular than denim. Market researcher NPD Group even noted that last year was the first time in the history of US consumerism that athletic pants saw sales nearly equal to those of jeans. "As we saw ‘casualization’ continue even further, the customer basically told us that they had enough denim until something really unique and innovative came along… We really saw the denim industry and denim retailers basically turn their nose up on the customer and say, ‘We don’t care what you really want, we’re going to tell you what you want,'" Marshal Cohen, one of the group's analysts, told Bloomberg. To ensure fashion brands built on their denim sales don't fade out, they're adapting with activewear lines. Gap is among them. "My generation grew up wearing jeans — jeans are just a part of our life, and it still is but this generation is growing up in yoga pants and activewear. So I think it’s just going to be bigger and bigger and bigger for the future," Nancy Green, Gap’s Athleta executive said in an interview with Buzzfeed. "There’s activewear that’s only for performance and then there’s what we do, which is so much broader than just activewear — what we do could fill 80 percent of [a customer’s] closet. I think it could be huge." But other companies aren't giving in just yet. "There’s not another piece of apparel in the world — probably in the history of mankind — that has remained virtually unchanged and still provides function… The trick is to get a look like this on a very modern fabric — a fabric with a lot of stretch in it," Senior Director for technical innovation Bart Sights told Bloomberg, Have you given up on denim? Source: Elite Daily Feature Image: @basebodybabes, @rebeccaryanfit Do you follow us on Instagram? [caption id="attachment_113133" align="alignnone" width="100"]snapchat code @BodyRockTV[/caption]

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