<p>Reports on the death of skinny jeans have been greatly exaggerated. At least that's what Levi Strauss & Co boss Chip Bergh wants everyone to believe.</p>.<p>Once a wardrobe staple, skinny jean has recently lost favor among shoppers, especially after the pandemic accelerated a shift toward comfortable clothing like baggy jeans among young consumers.</p>.<p>Top fashion magazines such as <em>Elle </em>and<em> Harper's Bazaar </em>deemed the style "dead" following the revival of silhouettes including baggy jeans, boot cuts and bell bottoms.</p>.<p>However, Bergh said the company's top-selling women's items were the 311 and the 721 - both skinny jeans - although half of its revenue in the bottoms category in the quarter came from looser and baggier fits.</p>.<p>"The skinny jean is not going anywhere anytime soon," Bergh said.</p>.<p>"We're not quite to hip-hugger territory yet, but the mid-rise jean is kind of the hottest item right now. I think we're going to continue to see the shift from high- to mid- and maybe even mid- to lower rises as we go forward."</p>.<p>For Levi, its ramped-up efforts to diversify product lines beyond denim, are set to help it weather the dip in demand amid inflation woes.</p>.<p><strong>Read | <a href="https://www.deccanherald.com/international/world-offbeat/sustainable-influencers-take-on-fast-fashion-1182654.html" target="_blank">Sustainable influencers take on fast fashion</a></strong></p>.<p>"From my vantage point, Levi's is still a very strong brand. And in times of volatility, like we are seeing today, that'd be a great opportunity for Levi's to step in and continue to take share," Bank of America analyst Christopher Nardon said.</p>.<p>The 170-year-old, San Francisco-based company on Wednesday topped fourth-quarter sales and profit expectations, forecast annual sales ahead of Wall Street estimates and projected an improvement in gross margins for 2023. Its shares were up 6% in premarket trading on Thursday.</p>
<p>Reports on the death of skinny jeans have been greatly exaggerated. At least that's what Levi Strauss & Co boss Chip Bergh wants everyone to believe.</p>.<p>Once a wardrobe staple, skinny jean has recently lost favor among shoppers, especially after the pandemic accelerated a shift toward comfortable clothing like baggy jeans among young consumers.</p>.<p>Top fashion magazines such as <em>Elle </em>and<em> Harper's Bazaar </em>deemed the style "dead" following the revival of silhouettes including baggy jeans, boot cuts and bell bottoms.</p>.<p>However, Bergh said the company's top-selling women's items were the 311 and the 721 - both skinny jeans - although half of its revenue in the bottoms category in the quarter came from looser and baggier fits.</p>.<p>"The skinny jean is not going anywhere anytime soon," Bergh said.</p>.<p>"We're not quite to hip-hugger territory yet, but the mid-rise jean is kind of the hottest item right now. I think we're going to continue to see the shift from high- to mid- and maybe even mid- to lower rises as we go forward."</p>.<p>For Levi, its ramped-up efforts to diversify product lines beyond denim, are set to help it weather the dip in demand amid inflation woes.</p>.<p><strong>Read | <a href="https://www.deccanherald.com/international/world-offbeat/sustainable-influencers-take-on-fast-fashion-1182654.html" target="_blank">Sustainable influencers take on fast fashion</a></strong></p>.<p>"From my vantage point, Levi's is still a very strong brand. And in times of volatility, like we are seeing today, that'd be a great opportunity for Levi's to step in and continue to take share," Bank of America analyst Christopher Nardon said.</p>.<p>The 170-year-old, San Francisco-based company on Wednesday topped fourth-quarter sales and profit expectations, forecast annual sales ahead of Wall Street estimates and projected an improvement in gross margins for 2023. Its shares were up 6% in premarket trading on Thursday.</p>