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Reporting on America's Attitudes and Behaviors
Reporting on America's Attitudes and Behaviors

denim ownership

Standing the Test of Time

Out of economic crisis comes change. But that doesn’t mean that people abandon the things that are familiar and provide comfort. It just means...

Empowerment & Endurance

Empowerment, as well as enduring style, is also behind "Rosie Reborn," a new campaign from Cotton Incorporated that's inspired by an icon of female...

Gen Z + Denim

Gen Z is nothing if not about authenticity. And perhaps no other piece of apparel has been linked more with the word "authentic" than...

From Indie to Major Labels

The year 1873 was a busy one for San Francisco. That was the year the University of California opened its first medical school in...

Back in the Saddle Again

Two years ago, the New York Times ran a headline, "Denim is Dead. Long Live Denim," which explained how the casualization of dress that...

Denim is Growing

Denim is about as American as apple pie. Yet, it's seen its share of competition here from athleisure apparel. Is it still beloved? Of...

Celebrating the Journey

The blue jean market looks very different than it did when Jacob Davis and Levi Strauss & Co., received the patent to strengthen men's...

Denim with a Twist

Maybe it's because people in general have become multitaskers, we've come to expect everything else to do double duty, too: Phones that have cameras...

An Iconic Staple

Denim has always been a tried-and-true staple item here in the U.S. While the relatively recent athleisure trend may have affected America's denim sales,...