Fashion
Primark says Gen Z is denim obsessed
Published
September 29, 2025
The UK’s love affair with denim shows no signs of waning with 2.5 million women (nearly one in 10) wearing their wardrobe staple daily and spending £3.2 billion a year in the process.
And Gen Z is ensuring its appeal remains strong, with 28% of the age group wearing denim for any occasion, from workwear (17%) to even weddings (10%), according to findings from value fashion/lifestyle giant Primark.
Its commissioned report shows the North of England is driving denim demand, with Mancunians and Geordies (both 12%) currently owning 10 or more pairs of jeans UK. But when it comes to style, classic looks dominate in the South as London emerges as “the capital for baggy jeans”.
And of course, all this fits in with Primark currently “reinvent[ing] its new affordable denim collection “to ensure great fit is across every style this Autumn/Winter season” accompanied by its first ever denim ad campaign launched earlier this month.
Back to the findings, 42% of women are now embracing double denim with Gen Z firmly leading the way “thanks to the Y2K revival trend bringing back this bold look with a strong dose of early 2000s nostalgia”.
Southerners are far more likely to go for classic denim shapes, compared to Northerners who are a bit more adventurous, exploring new styles.
Almost a quarter of Londoners (23%) say that baggy jeans are their favourite style, while mom jeans are the most popular in Birmingham and straight-legs are the overwhelming preference for Bristolians (62%). Meanwhile for Scots, in Edinburgh, high waisted are the city’s style of choice for almost a third (30%) and Glasgow comes out on top for favouring the low-rise look (10%).
As to what’s behind the perfect pair of jeans, almost three-quarters of UK women say it’s finding the right level of comfort and fit that’s the most important consideration when buying new denim. This is followed by price (55%), style (41%) and fabric quality (26%), highlighting the need for more affordable, quality fashion choices on the high street to meet the needs of female shoppers.
In response, Primark said it has revamped its latest denim collection “to meet rising demand for better fit and quality, without the premium price tag”. The new denim collection features a curated range of 10 standout styles “specifically designed to combine comfort, quality, and fashion-forward cuts at unbeatable prices starting at just £12 for its Palazzo jeans”.
After over 18 months of work to refine its fit, sizing, styles and quality, Primark recently launched its first-ever ‘In Denim We Can’ ad campaign in the UK and Autumn/Winter 2025 denim collection in all 197 UK stores, including Click & Collect.
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Fashion
US lawmakers introduce Last Sale Valuation Act to end customs loophole
“This bill protects Louisiana workers and American businesses, ensuring loopholes don’t hold them back,” Dr Cassidy said in a press release.
US Senators Bill Cassidy and Sheldon Whitehouse have introduced the Last Sale Valuation Act to close the ‘first sale’ customs loophole that lets importers underpay duties.
The bipartisan bill would base tariffs on final sale values, strengthen US Customs enforcement and curb duty evasion.
Supporters say it will protect American manufacturers, workers and federal revenue.
If passed, the bipartisan measure would grant clearer enforcement authority to US Customs and Border Protection (CBP), streamline valuation reviews and reduce disputes over documentation, while curbing mis-invoicing and related-party pricing schemes linked to tariff evasion and illicit financial activity.
The legislation has drawn support from the American Compass, the Coalition for a Prosperous America and the Southern Shrimp Alliance.
“Cassidy’s ‘Last Sale Valuation Act’ strengthens customs valuation by assessing duties on the final transaction value of goods entering the US,” said Mark A DiPlacido, senior political economist at the American Compass, adding that closing the judicially created ‘first sale’ loophole would reduce duty evasion, simplify enforcement and increase customs revenue.
Jon Toomey, president of the Coalition for a Prosperous America, said the bill is “an important first step in restoring customs integrity,” ensuring duties are paid on the true commercial value of imported goods and helping level the playing field for American manufacturers and workers.
Fibre2Fashion News Desk (CG)
Fashion
Rieter responds to higher raw material prices
Rising global political and economic tensions have driven sustained increases in raw material and energy costs, impacting the textile machinery sector.
Rieter has faced mounting input expenses amid strong demand and price hikes for various materials.
The company has so far absorbed the additional costs but will implement price adjustments from March 2026 as pressures persist.
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Fashion
US company Brooks Running’s revenue up 16% in 2025
“Running continues to gain extraordinary momentum around the world as more people choose movement as part of their approach to health and wellness,” said Dan Sheridan, Brooks CEO. “Our opportunity ahead is incredibly exciting and I have great confidence in the entire Brooks global team. Following a record 2025, we enter 2026 energised by the innovations and programmes we’ll deliver to runners and retailers worldwide.”
Brooks Running closed 2025 with record global revenue, up 16 per cent year-over-year, marking its ninth straight year of growth.
Strong gains came from North America, EMEA, and Asia Pacific–Latin America, led by a surge in China.
Growth was driven by performance innovation, strong footwear sales, and new lifestyle collections and collaborations.
In EMEA in 2025, the performance running footwear market grew 14 per cent in France and 21 per cent in Germany with Brooks outpacing both 22 per cent and 28 per cent, respectively, the company said in a press release.
In 2025, ten Brooks footwear styles posted year-over-year revenue growth of 20 per cent or more. The Glycerin series, featuring Brooks’ new DNA Tuned midsole foam, delivered 33 per cent revenue growth and a 27 per cent increase in unit sales year over year, accelerated by a 46 per cent year-over-year revenue surge in Q4.
At Paris Fashion Week in January 2025, Brooks unveiled its new lifestyle footwear collection, which celebrates the brand’s 112-year heritage as a leader in sport and answers customer desire for performance-inspired silhouettes to wear on and off the run. Brooks partnered with streetwear pioneers and visionaries to launch multiple sought-after collaborations including the Brooks x STAPLE Adrenaline GTS 4 with New York-based Jeff Staple and the Brooks x RSVP Gallery Caldera 8 with the renowned Don C.
Fibre2Fashion News Desk (RR)
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