Import of denim apparels by the US fell by 7.5 per cent from January to October '14 compared to the same period in 2013. The average price has also fallen by about 8.6 per cent. Import of denim into the US increased in 2013 by over four per cent compared to 2012.

Denim sales in the US have been under pressure. Women prefer yoga and athletic wear, which are versatile and comfortable. Form fitting garments like stretchy pants that look like denim are stealing consumers away from denim. So denim companies are fighting back and coming out with products to compete with yoga wear. High stretch abilities going up to 100 per cent with strong recoveries and high comfort quotient are being brought out by innovative companies.

But it will take time before denim can recover lost ground. Sales of active wear in the US have climbed seven per cent while denim sales have fallen. Top retailers are increasing their offerings of athletic and leisure apparel.