The fashion industry is currently witnessing a resurgence of straight-cut jeans, referred to as “Goldilocks jeans,” which are characterized by their balanced fit—not too skinny and not too baggy. This style has gained attention, prompting comparisons to historical fashion choices, notably those worn by actors like Robert Redford.
Leon Hedgepeth, a menswear writer who introduced the term “Goldilocks jeans,” describes the silhouette as a comfortable middle ground. Levi’s 501 jeans, a classic model known for its long history and widespread popularity among various public figures, exemplifies this trend. Anne-Catherine Lepas, vice-president of merchandising at Levi’s Europe, defines the straight-cut style as providing a clean and effortless appearance.
Retail data indicates a growing consumer preference for straight-cut jeans, with sales rising by 30% year-on-year at John Lewis. Notably, a recent collaboration with designer Rejina Pyo has highlighted straight-cut jeans as the standout item. Marks & Spencer has also noted strong demand for its straight-cut offerings, which have become bestsellers once again.
This shift in consumer behavior may reflect a broader fatigue with fashion trends frequently dictated by social media, where quick-turnaround styles have left some consumers feeling overwhelmed. Instead, many are opting for timeless basics, such as the 501s known for their durability and classic appeal. Levi’s recently reported a 7% revenue growth to $1.5 billion in its latest fiscal quarter, indicating sustained interest in these traditional styles.
Fashion experts, such as Kay Barron, suggest the enduring popularity of straight jeans lies in their reliability and adaptability. The current climate of economic uncertainty may also contribute to a preference for more practical purchasing decisions. As tastes evolve, it raises questions about the future direction of denim trends and consumer choices.
Source: https://www.theguardian.com/fashion/2025/oct/11/baggy-skinny-or-neither-why-goldilocks-jeans-are-having-a-moment