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Levi’s CEO confirms millennial-loved skinny jeans are out, baggy denim is in

Levi Strauss & Co has declared that skinny jeans are officially out of style — after months of Gen Zers waging war against the form-fitting denim beloved by older millennials.   

The brand’s CEO Chip Bergh told CNBC that shoppers of all ages are buying baggier jeans, including the wide-leg and flare styles that were popular in the 1990s, indicating that the fashion world is in the early stages of a new denim cycle. 

Kylie Jenner, Bella Hadid, and Hailey Bieber are among the A-listers who have stepped out in baggy jeans in the past year, and Bergh believes the coronavirus pandemic has helped drive home the trend.  

The look: Levi Strauss & Co’s CEO Chip Bergh revealed that shoppers are buying baggier jeans. Kyle Jenner, 23, struck a pose in a pair of baggy Levi’s 501 jeans in December 

You think? Bergh believes the pandemic has helped drive home the trend because consumers are now looking for comfort. Bella Hadid, 24, stepped out in baggy black Levi's in October

You think? Bergh believes the pandemic has helped drive home the trend because consumers are now looking for comfort. Bella Hadid, 24, stepped out in baggy black Levi's in October

You think? Bergh believes the pandemic has helped drive home the trend because consumers are now looking for comfort. Bella Hadid, 24, stepped out in baggy black Levi’s in October 

‘Cycles do come and go,’ he said. ‘And I think the pandemic definitely played a contributing role to consumers looking for a more comfortable, more relaxing denim.’

In early 2020, Levi’s launched two baggy styles: ‘mom jeans’ that ballooned at the ankles and a high-waisted pair that were also loose fitting. 

Following the release, the brand noticed an increase in sales in these styles, which Bergh said is ‘definitely a new trend’ that has been driven by younger shoppers.  

In Piper Sandler’s biannual ‘Taking Stock with Teens’ report, which was released on Wednesday, ‘mom jeans’ were ranked number three on the list while baggy pants, in general, took the number two spot.  

Ahead of the game: Bella has been rocking loose-fitting denim for years. She's pictured in 2018

Ahead of the game: Bella has been rocking loose-fitting denim for years. She's pictured in 2020

Ahead of the game: Bella has been rocking loose-fitting denim for years. She’s pictured in 2018 (left)  and 2020 (right)

Fashion stars: Bella's 24-year-old sister Gigi Hadid (pictured in 2019) is also a fan of the trends

Fashion stars: Bella’s 24-year-old sister Gigi Hadid (pictured in 2019) is also a fan of the trends 

Fashion:  Dua Lipa, 25, cut a stylish figure as she rocked baggy jeans while taking a stroll in New York City in December

Fashion:  Dua Lipa, 25, cut a stylish figure as she rocked baggy jeans while taking a stroll in New York City in December 

Bergh told CNBC that he thinks this increase in demand will likely create a new denim cycle, explaining that the skinny jeans cycle lasted about 10 years. 

‘I don’t think skinny jeans are ever going to go away completely,’ he added. ‘But clearly right now we are seeing a very strong demand for these looser fits, both the men’s side of the business, as well as the women’s side of the business.’ 

Gen X stars Tracee Ellis Ross and Katie Holmes are among the actresses who have embraced baggier styles in recent weeks, prompting Vogue to say, ‘So, long skinny jeans!’ 

A number of stylish celebrities have actually been wearing looser denim for years now, but it’s not clear how many millennials are willing to let go of the skinny jeans they grew up with. 

Go big or go home: Hailey Bieber, 24, wore extra-wide leg jeans while stepping out in New York last month

Go big or go home: Hailey Bieber, 24, wore extra-wide leg jeans while stepping out in New York last month 

In style: Like many Gen Zers, she has favored loose-fitting denim over the past year

In style: Like many Gen Zers, she has favored loose-fitting denim over the past year

In style: Like many Gen Zers, she has favored loose-fitting denim over the past year 

Model behavior: Hailey and Kendall Jenner, 25, both opted for loose denim styles in February 2020

Model behavior: Hailey and Kendall Jenner, 25, both opted for loose denim styles in February 2020 

Looking back: Riverdale star Camila Mendes was spotted wearing black frayed denim in May 2020

Looking back: Riverdale star Camila Mendes was spotted wearing black frayed denim in May 2020 

Setting the tone: Gen X stars Tracee Ellis Ross, 48, (pictured) and Katie Holmes, 42, are among the actresses who have embraced baggier styles in recent weeks

Setting the tone: Gen X stars Tracee Ellis Ross, 48, and Katie Holmes, 42, (pictured) are among the actresses who have embraced baggier styles in recent weeks

Setting the tone: Gen X stars Tracee Ellis Ross, 48, (left) and Katie Holmes, 42, (right) are among the actresses who have embraced baggier styles in recent weeks

Over the past few months, millennials have been hitting back at Gen Zers who are mocking them for wearing skinny jeans, rocking side parts, and using laughing emoji.

The generational war between the two groups has been raging on TikTok, with Gen Z fueling the fire with their recent condemnation of the skinny jeans beloved by millennials.

Some Gen Zers have posted TikToks stating they’d rather be dead or homeless than be caught wearing skinny jeans, but millennials aren’t giving up their go-to denim style without a fight. 

‘The same people that are telling us that we can’t wear skinny jeans or a side part are the same people that were eating Tide pods and can’t write in cursive,’ millennial TikToker @dogsn_dumbells noted in one of her clips.  

For real? Gen Zers have been waging war against skinny jeans on TikTok, with some saying they'd rather be dead or homeless than wear them

For real? Gen Zers have been waging war against skinny jeans on TikTok, with some saying they'd rather be dead or homeless than wear them

For real? Gen Zers have been waging war against skinny jeans on TikTok, with some saying they’d rather be dead or homeless than wear them

Digs: TikTok user @ahope94 recently shared a video of herself looking sad about her skinny jeans and side part going out of style, but then she remembered Gen Zers 'ate Tide pods'

Digs: TikTok user @ahope94 recently shared a video of herself looking sad about her skinny jeans and side part going out of style, but then she remembered Gen Zers ‘ate Tide pods’

Fighting back: Millennial TikTok users have been taking digs at Gen Z after the younger generation mocked them for wearing skinny jeans and rocking side parts

Fighting back: Millennial TikTok users have been taking digs at Gen Z after the younger generation mocked them for wearing skinny jeans and rocking side parts

Fighting back: Millennial TikTok users have been taking digs at Gen Z after the younger generation mocked them for wearing skinny jeans and rocking side parts

A number of people recalled how Gen Zers ate Tide pods a few years ago as part of a dangerous social media challenge while arguing that no one should be listening to them. 

TikTok user @ahope94 shared a video of herself looking sad about her skinny jeans and side part going out of style, but then she tossed her pants in the air with the caption: ‘Also me remembering they ate Tide pods.’ 

There were also plenty of digs about how the younger generation doesn’t know how to do basic things.  

‘Next time somebody tells you that you can’t wear skinny jeans, ask them to read an analog clock,’ @dogsn_dumbells advised in another video. 

Meanwhile, TikTok user @keeeeeeeks77 insisted Gen Z will see the light one day. 

‘The only reason that Gen Z hates on skinny jeans is ’cause they’re too young to have fupas yet or hips,’ she explained. ‘They’ll get it, eventually.’  


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