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Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Weirdness Is Selling in Men’s Denim

Young, fashion-forward men are buying up jeans with bold graphic prints, distinctive embellishments and extremely baggy silhouettes, creating opportunities for niche denim labels and mass retailers alike.
Photorealistic trompe l'oeil denim in Acne Studios Spring/Summer 2025 lookbook. Laura Baker, co-founder of the New York City multi-brand retailer ESSX, says she has reordered statement jean styles from Acne several times and can’t keep them in stock due to how fast it sells-out.
Photorealistic trompe l'oeil denim in Acne Studios' Spring/Summer 2025 lookbook. Laura Baker, co-founder of the New York City multi-brand retailer ESSX, says she has reordered statement jean styles from Acne several times and can’t keep them in stock due to how fast it sells-out. (Acne Studios)

A decade ago, when Laura Baker was still managing wholesale for fashion brands, retailers often avoided embellished or outlandish men’s denim because shoppers were content with the plain heritage styles they stocked, she said.

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Further Reading

The Denim Brands of the 2010s Grow Up

A number of start-ups are expanding beyond denim, opening stores and navigating an increasingly competitive and fragmented market by staying close to their consumer.

Who Decides War’s Plan to Redefine Americana

Now up for the LVMH Prize, designers Everard Best and Téla D’Amore are looking to fuel the next phase of growth for their hyped brand — known for its die-hard community and ultra-detailed denim.

About the author
Lei Takanashi
Lei Takanashi

Lei Takanashi is a Correspondent at The Business of Fashion (BoF). He is based in New York City and covers menswear, streetwear, young consumer trends, and the intersection between fashion and culture.

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