The athleisure brand Fabletics is debuting its first denim collection this week as people move away from pandemic-era work-from-home clothing, such as joggers, sports bras, and hoodies.
Experts note that with back-to-office mandates, people are increasingly opting for the staple jeans look for both work and weekends.
Fabletics CEO Adam Goldenberg noted that more than 1 million customers expressed interest
in their denims. The company earned over $1 billion in 2025 and is shifting focus in line with consumer trends.
North American sports apparel growth is projected to slow to 2.3% in 2026, while the denim market is expected to grow 2.1%, according to Euromonitor International.
Celebrities like Beyonce, Sydney Sweeney, and Travis Kelce have also contributed to the jeans trend, starring in various ads and even penning songs involving the clothing item.
Sportswear competitors like Lululemon and Nike have struggled with identity shifts in the past. Only time will tell whether Fabletics can pull it off.