Levi’s is experiencing its greatest identity crisis yet.
The denim brand has noticed the demand for jeans has been replaced by yoga pants and leggings, especially after its profits fell 76 percent in the second quarter, writes Business Insider. Its solution and coincidentally best gift to mankind? Make jeans like yoga pants.
Levi’s said it’s become trendier to wear leggings, and consumers are buying more and more exercise gear, so in turn, the jean-maker is using stretchier and more comfortable fabrics in their jeans. James Curleigh is the president of Levi’s, who cut 800 jobs in March.
“Today’s consumer is on a quest for casual comfort, whether it’s jeans or yoga pants,” Curleigh said.
In 2013, the company even opened its Eureka Innovation Lab in San Francisco that is solely dedicated to jean innovation, and began making jeans with a Liquid Shaping Technology that shapes, defines, and elongates a woman’s body. (RELATED: 57 Reasons To Start Doing Yoga)
So while brands like Spanx and Lululemon are modeling its almost-sheer, stretchy pants to be more like denim, jean brands are imitating the form-fitting style of yoga pants.
It’s a win-win situation for those watching. (RELATED: Gisele Bunchden Looks Like She’s Pretty Good At Yoga)