From Retro to Y2K: Why Denim Is Back in Style

As temperatures drop and the season transitions, denim—jeans and jackets alike—has emerged as this fall’s defining fashion keyword. A timeless material that transcends generations, denim evokes nostalgia for older consumers while embodying a hip, retro spirit for younger ones.

In the U.S., brands like American Eagle, Gap, and Levi’s are reporting strong denim sales, with Levi’s even declaring a shift toward becoming a “denim lifestyle company.” In Korea, interest is surging as LF Mall’s denim search volume jumped over 110% compared to last year.

Fashion brands are embracing two main directions: one highlights classic denim—deep blue tones, straight fits, and double-denim looks—while the other explores modern details such as washed colors, studs, and unique textures. French label Isabel Marant saw a 342% sales increase with its soft “fluid denim,” and Vanessa Bruno introduced the elegant “Engel Jacket,” featuring a feminine silhouette.

Korean brand HAZZYS has also expanded its denim line, seeing sales jump 53% in August and September year-on-year. Experts say denim has evolved beyond simple apparel to become a cultural icon that unites retro, Y2K, and individuality-focused trends.