The $16.4 bn US jeans market grew its sales figure by 5 per cent in the year ending July 2018 over the same period last year, according to The NPD Group. Both classic and new jean styles, particularly women’s jeans, contributed to the growth. A 9 per cent rise in sales of women’s jeans was observed during the same period compared to a year ago.

The popularity of activewear or athleisure wear has been bothering denim manufacturers. Skinny jeans are the top-selling women’s jeans with its sales up by 6 per cent compared to a year ago and accounting for nearly 40 per cent of women’s jean sales. Only one in six pair of women’s jeans are purchased online, an NPD report said.