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Blue Jeans Are Mounting a Comeback

Some of the biggest fashion labels pin their hopes on the revival of denim in a yoga pants world.
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Photographer: Patrick T. Fallon/Bloomberg

From Ralph Lauren to Calvin Klein, America’s biggest fashion labels are pinning their hopes on a blue jean revival. Across the industry, fashion brands are renewing their focus on denim, betting the wardrobe staple can be a major sales driver as jeans battle stretchy pants for supremacy from the waist down.

The jeanmaking industry has been just as distressed as the ripped denim of the same name. In recent years, jeans have struggled to beat back more comfortable styles such as leggings and yoga wear. Last year, imports of elastic knit pants surpassed those of jeans for the first time ever, according to the U.S. Census Bureau.