‘Denim Is Having a Moment’ as Buyers Flock to Sturdy Apparel

The hottest trend in the apparel world right now is a classic American staple — denim — Brooke DiPalma reported for Yahoo Finance.

This summer, Sydney Sweeney’s ad campaign for American Eagle sparked controversy with its cheeky slogan — “Sydney Sweeney has great jeans.” (Photo: American Eagle) 

Retailers including American Eagle, Gap, and Kohl’s have all highlighted strong denim sales in recent results. Shares of Levi Strauss are up more than 30% this year. “Denim is having a moment,” said Sharmin Attaran, a marketing professor at Bryant University.

“Retailers are not just following it, but they’re amplifying it.”

This summer, Sydney Sweeney’s ad campaign for American Eagle sparked controversy with its cheeky slogan — “Sydney Sweeney has great jeans” — but the campaign racked up 40 billion impressions in just six weeks. In its latest earnings report, the company beat forecasts across the board.