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Cotton Incorporated Press Release

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Jean Jackets: An All-American Favorite Gets an Updated Image

New York, NY -- The word from big-name manufacturers and fashion insiders is that denim jackets are experiencing a big surge in popularity this season. But they are a slightly different breed this time around. For women, jackets are in darker shades of indigo, lighter-weight denims, and most important, are much more fitted than in the past. For men, the look is quite different: bulky and long.

"There’s no question that the women’s jacket silhouette is more fitted," comments Jo Cohen, associate director of THE COTTONWORKS® Fabric Library at Cotton Incorporated. "A lot of them have two breast pockets, but no side pockets because women are really looking for a streamlined fit."

Kathy Boyd, product manager at Lee Jeans, agrees. "It’s almost a ‘50s style, not huge and baggy. It’s a closer, sleeker dark denim—sort of a James Dean thing. This is part of a return to heritage and nostalgia, and fashion is driving so much of that. You can see the whole 1950s retro rediscovery in bottomweights [jeans] with the rolled up cuffs and the classic Western jacket."

"Dark finishes and our lighter weight denim jackets are extremely popular now," comments Ron Gelfuso, director of marketing at Mavi Jeans. "The jackets are soft and dark, they are washed but not sandblasted. The cut is waist length and fitted—a fashion jacket," He points out that his company is having great success with jackets in the junior market at stores like Bloomingdales and Nordstrom.

Denim jacket sales reflect the enduring popularity of this all-American must-have garment. In 1995, unit sales totaled 8,975,600 and in 1997 they were up to 9,327,900. And according to the Cotton Incorporated Lifestyle Monitor™*, Americans own one denim jacket apiece.

Jackets Fit in with Consumer Demand for Versatility

Why the rocketing popularity of jean jackets now?

Cohen cites the fact that denim fabric in general has earned itself a more fashionable image in recent years; it’s no longer just a basic fabric, but the driving force behind cool looks like hip huggers, flared jeans, styles embellished with cargo pockets, and the like.

Plus, jean jackets fit in with Americans’ desire for apparel that is versatile. According to the Cotton Incorporated Lifestyle Monitor, two out of three people prefer to wear the same outfit all day long, rather than change for different activities.

And a stylish jean jacket can go anywhere, which meets this demand for clothing that can do double-duty. "They can be worn to the office with jeans, or out in the evening with a sexy beaded top," remarks Cohen.

The Crazy Horse collection, which is sold exclusively at JC Penney stores nationwide, offers two denim jacket looks this season. One is long and belted, the other is part of the shorter, more fitted trend. "These two jackets, with their distinctly different silhouettes, speak to the importance of versatility to today’s busy women. They are contemporary, comfortable and appropriate for both the weekends and casual work environments," explains Kim Roy, president of special markets at the J.C. Penney Company.

Men’s jackets "are still more traditional," Cohen reports. "The denim isn’t quite as dark. For men, the jacket is still more casual, it’s not quite as versatile as women’s." On a recent trip to Europe, she saw men wearing jackets "almost to the crotch level."

And for kids? According to Cohen, the division between men’s and women’s is carried through to the boys and girls styles. In addition, "there are a lot of corduroy jackets, darker blue denims," she says.

The first documented Levi’s jacket dates from around 1905, according to Lynn Downey, historian at Levi & Strauss Co. The jacket was created to be worn with Levi’s "workpants" (known today as jeans), which were cherished for their durability and warmth by miners, cowboys, lumberjacks and other manual laborers.

"Cotton denim is such an all-American fabric—it’s so comfortable and incredibly durable," Cohen at Cotton Incorporated adds. "You can really count on your jean jacket to give you many years of good use."

Most people have strong sentimental attachments to their favorite jean jacket. "My favorite is my father’s original Levi’s jacket that he wore on the farm in Iowa," recalls a Dallas woman. "I have four jean jackets in my closet, because I never go anywhere without one wrapped around my waist—I wear it with dresses, skirts, and shorts."

A tug-of-war over who gets to keep the jacket is testament to its popularity among men, women, and children of all ages. "Years ago I bought a Polo Ralph Lauren jean jacket and gave it to my older daughter," recalls one woman. "When she went to college she gave it to my younger daughter, and when my younger daughter went away to medical school I inherited it. Whenever I wear the jacket it’s a constant reminder of my children."

"People love the soft feeling of a well-worn denim jacket. Cotton denim fades beautifully but maintains its durability at the same time," said Cohen.

Will the jean jacket ever fade from the American fashion scene? Not likely, says Boyd at Lee. "Jean jackets are a part of Americana and the romance of history that won’t go away."

*An ongoing study that tracks consumer behavior and attitudes toward fashion, shopping, appearance, denim, casual dressing, and other related subjects.

How Do Americans Feel About Denim?

Data from the Cotton Incorporated Lifestyle Monitor™

How many of the following denim garments to you have in your current wardrobe?

Jackets 1

Jeans 8

Shorts 3

Shirts 3

Dresses 1

Skirts 1

Which best describes your denim wardrobe?

I probably will buy several items in the next few months 28%

I don’t need any more but I might buy one or two items 48%

I don’t need any more and I don’t plan to buy any in the next few months 23%

Thinking of denim, which of the following statements best describes you?

Denim is just not for me 5%

I have some denim apparel, but in general I don’t wear much denim 22%

I enjoy wearing denim on a regular basis 48%

My wardrobe is full of denim; I love wearing it 24%