Although denim jeans are mostly known as a fashion garment, they are still worn as protective garments by some individuals, such as cattle ranch workers and motorcycle riders, due to their high durability as compared to other common fabrics. The global jeans market is growing at a CAGR of 0.8 per cent from 2018.

Denim jeans are a cornerstone of the American wardrobe and an important cotton product accounting for almost one-fifth of all cotton clothing at retail. They are purchased for durability, longevity, and versatility because consumers find greater value in a product they know will last longer and fit better; therefore price is not the main factor in the denim jeans purchase decision, unlike other clothing. This positioning ensures that denim jeans will continue to have a place on store shelves and in consumers’ closets.

Denim is on the upswing in the US. Retailers are starting to rebuild their denim assortments. Brands that are consumers’ favorite are Levi’s, Lee, Wrangler, Gap, Old Navy and so on.