Fabletics ventures into denim for first time with new collection

Fabletics is venturing into a new category for the first time in response to heightened customer demand. The US activewear brand has unveiled its first denim collection_ offering looks that intend to serve as an extension of its focus on comfort and fit.

To create the line_ Fabletics partnered with denim expert Benjamin Talley Smith_ who aided in pocket placement_ washes_ branded shanks and other details. The collection will become available both online and in select stores from March 12.

Both women and men_s pieces feature three levels of stretch and three inseam lengths. For women_ styles include three types of high-rise jeans_ mid-rise baggy jeans_ a denim mini skirt_ and a relaxed denim jacket. The men_s line offers slim fit_ straight leg and two styles of baggy jeans_ as well as a trucker jacket.

The denim collection_s launch builds on the continued expansion of Fabletics_ portfolio. The brand entered into menswear with Fabletics Men in 2020_ and later introduced Fabletics Scrubs in 2023. Akin to previous launches_ the new denim line responds to demand from Fabletics consumers_ pushing the brand to continually evolve.

According to Kelli Dugan_ chief merchandising and design officer_ over one million of Fabletic_s VIP members had said they wanted a denim offering_ pointing at the category's potential. “Our approach to denim reflects years of listening to our customers and understanding how they move through their day and the qualities that matter most to them in their clothes_” Dugan noted.