cqvip:Gen Z is nothing if not about authenticity. And perhaps no other piece of apparel has been linked more with the word “authentic” than denim jeans. But this young generation of shoppers also championed the rise of athleisure apparel. The question for denim brands becomes, how to stand out and appeal to this set of consumers whose purchasing power is increasing, whilje maintain-ing the genuineness that is the established hallmark of the denim categoiy.
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