A longtime American wardrobe staple is in danger of extinction

A longtime American wardrobe staple is in danger of extinction
Business Insider
Ashley Lutz 2 hours 52 minutes ago

seven for all mankind jeans(Seven For All Mankind on Facebook)
Blue jeans are increasingly going out of style, and even industry heavyweights like Levi's and Gap are taking notice. 

Drivers Expect More With Amica® Auto Insurance

Amica® Sponsored
    
Teens are now buying more gear from Nike and Lululemon over denim classics from brands like Abercrombie, according to a recent Piper Jaffray survey on teen spending.
Levi's CEO has admitted that the company is threatened by the athleisure trend of wearing yoga pants, Bloomberg reports.
"We’re scrambling," Bloomberg notes CEO Chip Bergh told analysts last year. "I mean, there is a big difference between the product that we’ve got on the floor today and what the consumer is looking for. And we just flat-out missed it."
Bloomberg reports that Levi's, which is the world's most iconic denim company, stuck to its core product instead of adapting to consumer trends.
As a result, this has cost the company. Bloomberg notes sales have dipped from over $7 billion to $4.8 billion over the years.
teens athleisure vs denim(Piper Jaffray)

"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,'" NPD analyst Marshal Cohen told Bloomberg. "We really saw the denim industry and denim retailers basically turn their nose up on the customer