Editing Jeans (section)

== Trends==
=== Worldwide market for jeans ===
North America accounts for 39% of global purchases for jeans, followed by Western Europe at 20%, Japan and Korea at 10% and the rest of the world at 31%.<ref name="worldwide denim market report">{{cite web |url=http://www.denimsandjeans.com/latest-denim-reports/denim-data-figures/world-denim-market-a-report-on-capacitiesmarket-size-forecasts-etc/ |title=World Denim Market – A Report on Capacities, Market Size, Forecasts etc |work=Denimsandjeans.com |date=October 13, 2009 |access-date=October 28, 2015 |archive-date=September 23, 2015 |archive-url=https://web.archive.org/web/20150923213525/http://www.denimsandjeans.com/latest-denim-reports/denim-data-figures/world-denim-market-a-report-on-capacitiesmarket-size-forecasts-etc/ |url-status=live }}</ref>

United States consumers spent more than US$14 billion on jeans in 2004 and US$15 billion in 2005.<ref name="Sullivan_2006">{{cite book |author-last=Sullivan |author-first=James |title=Jeans: A Cultural History of an American Icon |date=August 17, 2006 |publisher=[[Gotham Books]] |location=London |isbn=978-1-59240-214-4 |oclc=62697070 |url=https://archive.org/details/jeansculturalhis00sull}}</ref> US consumers bought US$13.8 billion of men's and women's jeans in the year that ended April 30, 2011 (~${{Format price|{{Inflation|index=US-GDP|value=13800000000|start_year=2011}}}} in {{Inflation/year|US-GDP}}), according to market-research firm NPD Group.<ref name="WSJ">{{cite news |author-last=Binkley |author-first=Christina |url=https://www.wsj.com/articles/SB10001424052702303365804576429730284498872 |title=How Can Jeans Cost $300? |date=July 7, 2011 |work=[[The Wall Street Journal]] |access-date=August 8, 2017 |archive-date=August 2, 2017 |archive-url=https://web.archive.org/web/20170802195001/https://www.wsj.com/articles/SB10001424052702303365804576429730284498872 |url-status=live }}</ref>

=== Soviet Union ===
{{expand section|date=July 2015}}
In the [[Soviet Union]], jeans were the symbol of the Western way of life.<ref>{{cite book |last1=Menzel |first1=Rebecca |title=Jeans in der DDR: vom tieferen Sinn einer Freizeithose |date=2004 |publisher=Ch. Links Verlag |isbn=978-3-86153-335-1 |url=https://books.google.com/books?id=ZUCVNbVrYyEC |language=de}}</ref> The "jeans fever" in the USSR started in 1957 during the [[World Festival of Youth and Students]].<ref name="rua"/> According to a 1961 Soviet textile dictionary, jeans were initially referred to as a "worker's uniform" (рабочий костюм, ''rabochii kostyum'').<ref>{{cite book |author-last=Rabinowitch |author-first=Efimovich Rabinowitch |editor-last=Lupandin |editor-first=K. K. |title=English-Russian Textile Dictionary |publisher=Central Editorial Board, Foreign-Language Scientific and Technical Dictionaries, Fizmatgiz |edition= Second Edition, Revised and Englarged |date=1961 |page=247}}</ref>

The jeans brand Rokotov and Fainberg is named after the defendants in the Rokotov–Faibishenko case, Yan T. Rokotov and Vladislav P. Faibishenko, who were executed for, among other things, trafficking in jeans.<ref name="rua">Rudevich, Alexei. [http://rbth.com/arts/2014/09/16/worth_going_to_prison_for_getting_hold_of_jeans_in_the_ussr_39833.html Worth going to prison for: Getting hold of jeans in the USSR] {{Webarchive|url=https://web.archive.org/web/20140927095516/http://rbth.com/arts/2014/09/16/worth_going_to_prison_for_getting_hold_of_jeans_in_the_ussr_39833.html |date=September 27, 2014 }}. Russia Beyond the Headlines, September 16, 2014. Accessed on November 16, 2014.</ref>

Although not outright banned, jeans were hard to come by in the Soviet Union since they were seen as a symbol of rebellion by the Soviet youth, who wanted to emulate the style of film and rock stars of the West. The [[Soviet government]] resisted supplying the market with jeans as it would mean responding to the [[market (economics)|market]], a [[capitalist]] principle.<ref>{{cite news |author-first=Katherine |author-last=Damm |date=May 9, 2018 |orig-date=2014-09-14 |url=https://www.heddels.com/2014/09/soviet-denim-smuggling-history-jeans-behind-iron-curtain/ |title=Soviet Denim Smuggling—Jeans Behind the Iron Curtain |work=Heddels |access-date=October 13, 2017 |language=en-US |archive-date=October 14, 2017 |archive-url=https://web.archive.org/web/20171014034130/https://www.heddels.com/2014/09/soviet-denim-smuggling-history-jeans-behind-iron-curtain/ |url-status=live }}</ref> People went to great lengths, sometimes by resorting to violence and other illegal activities, to obtain real Western-made jeans. That led to the creation of [[black markets]] and to the [[counterfeit consumer goods|bootlegging]] of jeans, which since has become an important cultural element of the [[history of the Soviet Union]].<ref>{{cite news |url=http://www.dazeddigital.com/fashion/article/32495/1/exploring-the-ussr-s-underground-obsession-with-levi-s-501s |title=Exploring the USSR's underground obsession with Levi's 501s |date=August 19, 2016 |work=Dazed |access-date=October 13, 2017 |language=en |archive-date=October 13, 2017 |archive-url=https://web.archive.org/web/20171013225333/http://www.dazeddigital.com/fashion/article/32495/1/exploring-the-ussr-s-underground-obsession-with-levi-s-501s |url-status=live }}</ref>

=== Market-share shift to activewear ===
In 2014, teens were buying more fashion and [[athleisure]] clothing  from brands such as [[Nike, Inc.|Nike]] and [[Lululemon]] over denim classics from brands like [[Abercrombie & Fitch]].<ref>{{cite web |url=http://www.businessinsider.com/how-teens-are-spending-money-2014-4 |title=How Teens Are Spending Money |website=Business Insider |date=April 9, 2014 |access-date=October 28, 2015 |archive-date=November 8, 2015 |archive-url=https://web.archive.org/web/20151108074914/http://www.businessinsider.com/how-teens-are-spending-money-2014-4? |url-status=live }}</ref> [[Activewear]] in 2014 comprised 28% of teens' apparel purchases, up from 6% in 2008. In 2014, Nike, Lululemon, [[Under Armour]], and [[Adidas]] were the most popular brands for athletic apparel among teen consumers. Fashion retailers have begun to adjust their offerings accordingly. Bloomberg reports that Levi's stuck to its core product (denim) instead of adapting to consumer trends. As a result, Levi's sales decreased from over US$7 billion to US$4.8 billion in 2015.<ref>{{cite web |author-first=Ashley |author-last=Lutz |url=http://www.aol.com/article/2015/10/11/a-longtime-american-wardrobe-staple-is-in-danger-of-extinction/21247712/ |title=A longtime American wardrobe staple is in danger of extinction |publisher=AOL |date=October 11, 2015 |access-date=October 28, 2015 |archive-date=October 30, 2015 |archive-url=https://web.archive.org/web/20151030095938/http://www.aol.com/article/2015/10/11/a-longtime-american-wardrobe-staple-is-in-danger-of-extinction/21247712/? |url-status=live }}</ref>

In February 2021, it was found that sales for [[athleisure]] had risen by 84% since March 2020 as a result of the COVID-19 lockdowns.<ref>{{Cite web |last=Bottomley |first=Tom |date=February 17, 2021 |title=Athleisure orders rise by 84% since start of pandemic |url=https://www.theindustry.fashion/athleisure-orders-rise-by-84-since-start-of-pandemic/ |access-date=October 20, 2022 |website=TheIndustry.fashion |language=en-GB |archive-date=October 20, 2022 |archive-url=https://web.archive.org/web/20221020145253/https://www.theindustry.fashion/athleisure-orders-rise-by-84-since-start-of-pandemic/ |url-status=live }}</ref>