How much denim do you own?
Denim has been around for centuries, dating back to the 1500’s when Genoese Navy sailors were first noted to be wearing it, but it wasn’t until the late 1870’s when Levi Strauss re-introduced it that it really took off.
And we haven’t looked back on it really, have we?
New research from Littlewoods shows that the average woman will wear jeans 152 days of the year – equivalent to five months – and a quarter or men for almost a full year, 312 days.
It’s even undergone a renaissance with people rating it above traditional luxurious fabrics such as fur, leather and wool in the fashion stakes.
When it comes to wearing denim, we’re not just throwing on a pair on comfy jeans either. 31% of people are now incorporating denim into their work wardrobe, be it in the form of smart jeans or a denim shirt.
And it’s 35-44 year olds that are leading the denim fashion pack in the office, embracing this new trend for ‘dressy denim’, with 40% choosing to dress themselves in the wardrobe staple during the daily nine-to-five.
However, it’s not a case of all work, no play when it comes to the nation’s favourite fabric, with 26% of people admitting to wearing denim to a fancy restaurant and nearly half of people on a first date. As we stock up on ‘dependable denim’ for all occasions, women reveal that they own a total of eight pairs of jeans at any one time, on average, with men coming in close behind with seven pairs in their wardrobe. The average household owns 21 denim items in total, as the whole family embraces denim.
Littlewoods.com’s Denim Master, Toni Craig, who buys nearly £12m of denim a season to feed the nation’s demand, comments:
“We’re witnessing a real denim renaissance – no longer are jeans just something we throw on to pop to the shops, they’re now acceptable to wear for almost any occasion, especially those traditionally considered to be more formal. Last year we sold over 680,000 pairs of jeans - black was our best selling colour, indicative of people looking for smart denim options.
“This year already we are selling 78 pairs of jeans every hour, and skinny is our best-selling style, with true blue shades increasing in popularity, which we believe has been fuelled by the need for an outfit to transcend day and night time.”
Jeans are also becoming something of a collector’s item, with the average Brit holding on to their favourite pair for eight years, with 7% of men owning jeans for as long as 21 years or more. Three quarters of women also hold on to their jeans to use as an indicator of their weight, with 81% of women stating that fitting into their favourite pair of jeans boosts their confidence.
Toni recommends her top tips for wearing denim this season:
Men should be brave and mix different shades of denim for a great head-to-toe look. Throw on a light blue denim shirt with a pair of darker low-slung jeans – perfect for a night out
As we move into spring, it’s time to make your look lighter by choosing washed denim, as well as darker shades, which works for both men and women
Ladies can make denim work for the office by teaming black or blue skinny jeans with a court shoe and crisp white shirt, a classic look that you can’t go wrong with
Kids look great in denim too. A denim jacket is super durable, even for the most energetic little-one, and will add a funky edge to an outfit.
Coloured and patterned denim will continue to be big in 2014 for women and will add a different dimension to any outfit. This look works particularly well for the weekend with a simple top half - think a plain tee or cami.