Denim brands appear to be tapping into an appetite for casual comfort, eschewing tight-fitting or rigid silhouettes for easy-to-wear staples that span occasions and seasonality.

Tactile qualities are gaining traction in the market. Jacquard patterns blending denim with chenille have been popular for fall, while floral jacquards woven directly into the denim have captured brands’ attention for spring, according to Joanne Zhan, director of JNN Garment Co., based in Guangzhou, China.

The subtle texture adds visual interest like a print but allows the denim to maintain its status as a neutral to be paired with other colors and patterns, she told SJ Denim at the Magic by Informa trade show in Las Vegas.

“Our customer loves comfort,” said Holly Arnesen, executive vice president of Liverpool Los Angeles. That means the brand is leaning into straight legs and slim fits over skinnies and prioritizing wide, “but not too wide,” cuts over anything else.

Liverpool, which has a diverse wholesale portfolio of over 1,500 national specialty stores, a handful of department stores like Bloomingdale’s and Dillard’s, and “box businesses” like Stitch Fix and Daily Look, has also been refreshing its design perspective to court a new cohort of consumers.

Speaking to the women’s collection, Mark D’Angelo, vice president of men’s, said, “We’re updating… bringing in the younger customer because with any business, whether you’re a retailer or a manufacturer, you have to capture your next generation shopper.”

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