Denim jackets, a quintessentially American fashion piece, are having yet another moment. First invented around 1880 by Levi Strauss, shortly after the blue jean businessman created denim pants as durable apparel for those working to develop the American West, the jacket has gone through countless iterations over the past 141 years.

According to ESP data from ASI, searches for “denim jackets” increased a noteworthy 1,082% between October and November of this year. At the same time, from the runway to retail stores, the classic piece is appearing again.

Why the resurgence? Industry analysts point to a confluence of factors. After nearly two years of COVID, denim jackets evoke the great outdoors. That’s inspiring a rugged workwear and Western look for both men and women, helped along by the current popularity of the show Yellowstone, starring Kevin Costner.

This denim jacket from retailer H&M has a faux shearling lining. (photo courtesy of H&M)

Staying indoors during the pandemic has also been the impetus for a new aesthetic called “Cabincore,” inspired by camping and the comforts of home. “The combination of consumers reconnecting with nature and dropping temperatures is bringing a new sartorial trend to the forefront,” writes Liz Warren in Rivet, the fashion arm of B2B digital magazine Sourcing Journal. “Cabincore is the latest escapist aesthetic for consumers who prefer a rustic and hygge lifestyle over that of a bustling city. … [It] ties in nature and a reclusive attitude inspired by a period of global isolation.” Warren adds that loose-fitting denim pants and dark wash jackets are fundamental to the Cabincore style.

Fashion house Theophilio presented an oversized dark wash jacket paired with matching pants at New York Fashion Week in September. (photo courtesy of Hypebeast)

It also seems to align with an intentional push among designers to bring denim back after sales declined during the pandemic as people hunkered down at home in softer garments. In January 2021, the Office of Textiles and Apparel reported that denim imports coming into the U.S. fell almost 25% to $2.8 billion compared to $3.73 billion in January 2020, just before the COVID. This past year, after new fashion collaborations, commitments to sustainability efforts and retail store openings as lockdowns lifted, denim made a comeback as a reaction to the jogger pants of 2020. Market research firm Allied Market Research says the global denim market is poised to grow by 4.4% each year from now through 2030.

A denim jacket by Louis Vuitton for Spring-Summer 2022. (photo courtesy of Louis Vuitton/Wonderland)

At the same time, consumers have continued to seek out nostalgic styles for an escape to a simpler time during ongoing COVID angst. Denim offers a throwback look both to the ’80s (think rebel John Bender in The Breakfast Club) and the “Y2K” teenybopper look, à la former celebrity flames Britney Spears and Justin Timberlake who wore matching denim-on-denim outfits to the American Music Awards in 2001.

The look is also gaining traction in the promo industry. Cobra Cap (asi/45575) offers the Eagle Classic Washed Jean Jacket (EAGLE) made of heavy 14-ounce 100% cotton. President Jesse Yen says it’s perfect for high-end decoration like embroidery and embossing, as well as screen printing. For a more retro athletic look, the letterman jacket-inspired Cascade (CASCADE) is made of washed denim with khaki sleeves, a cotton lining and striped elastic collar, cuffs and waistband.

This washed denim jacket (CASCADE) from Cobra Cap has khaki sleeves, front slash pockets and a snap front closure.

“They’re popular in the fall and winter months,” says Yen, “but we find varsity denim has been selling well all year. Both the Eagle and Cascade are well established for us, and they take logos well.”

Threadfast Apparel (asi/91163) has a Unisex Denim Jacket (370J) and a Unisex Sherpa Lined Denim Jacket (372J), both made of a 99% sustainably sourced cotton and 1% spandex blend (the Sherpa lining in the 372J is also made of recycled polyester fiber). Creative Director Katy Mendoza says they’re perfect for patchwork, embroidery, appliqué, heat press, screen-printing and bedazzling for a Western look.

The Unisex Denim Jacket (370J) from Threadfast Apparel is made of 99% sustainably sourced cotton and 1% Spandex and comes in Classic, Light, Black and White Denim.

“Retail spaces, events and even corporate gift-giving initiatives have reached out expressing interest in our denim jackets,” says Mendoza. “They’ve been used as employee appreciation gifts, as well as merch for concerts and festivals, online company stores and brick-and-mortar retail storefronts.”

Broberry Manufacturing (asi/42057) offers several denim jackets, from a basic unlined cowboy cut, to a longer barn coat with Sherpa lining for a retro style. Erin Tricker, sales and operations executive, says retro-inspired styles with Sherpa or blanket lining have seen a resurgence.

The Wrangler Unlined Western Denim Jacket (74145) from Broberry Manufacturing (asi/42057) is made of 98% cotton and 2% Spandex twill and has front pockets with “W” stitching.

“Denim jackets have been on the rise in the past few months,” says Tricker. “People are inspired by TV shows where denim is showcased, while the ’80s are coming back. Denim is an every-occasion jacket, and demand is poised to stay strong into 2022.”

Mendoza says she’s glad to see that the denim jacket is finally getting sustained attention within the promo industry. “It’s a timeless staple,” she says. “We see this trend holding steady and being used across multiple markets for a retail look.”

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