The US apparel industry is large, mature, and highly fragmented. This industry has stretched the boundaries of its creativity and imagination to find new ways to increase selling opportunities and achieve competitive edge globally. The global economic downturn has had a severe effect over the apparel industry, but the denim market has regained its pace relatively faster as compared to other apparel segments.
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Denim jeans have become a necessity and wardrobe staple as it offers comfort and a longer life span compared to other types of apparel. Jeans can be worn on different kinds of social and even official occasions. Over the years, denim has revealed its capability to overcome age and gender barriers. In the US, denim is the most extensively produced and used apparel. The growth of denim category is further fuelled by the growth in premium denim market.