In the 1950s Levi's created a (shocking! scandalous!) new clothing trend: denim. The everyman's sturdy working pants moved out of fields and factories and onto the pimple faced Frankie Avalon loving youth, starting a love affair that has lasted for decades. Indeed, denim is so much a staple in our closets, it's hard to imagine a world without it. That is, unless your a teenager. It appears this upcoming generation is so over jeans, opting for something tighter and more casual. Piper Jaffray's semi-annual study found that the most popular clothing of choice for Those Damn Kids is jeggings and leggings, with jeans not even making the top 10. This, of course, comes as no surprise to jean manufacturers, who have been seeing their earnings slip among this demographic (Levi's slipped a whopping 53% first quarter) as teenagers move into wearing athletic wear as a daily choice. So what's the appeal? Well, beyond the fact it looks like you're barely wearing anything, the backlash in schools on wearing too tight, too revealing jeggings may be part of the cause, as you can pretty much guarantee whatever you'll ban the kids will want even more. At current, Lululemon is a strong brand, with Nike being the ideal brand. Retailers like Target and Hollister take note; make some more room on your shelves for legging and athletic wear. Which ironically will not be used for exercise but for eating and sitting around. America.
Yahoo! Finance
