Sturdy Denim

There are some things we can’t live without in a recession. You expect the list to include essentials like bread, milk and gas. But premium jeans?

Marketplace reports that despite the recession, sales of high-end denim are still rising. One purveyor of these premium pants, Joe’s Jeans, has even seen its revenue increase by 16 percent over the past year. This is in stark contrast to the rest of the retail market, which is still struggling.

So why are these jeans makers doing so well? Maybe it has something to do with the fact that jeans last. Sure, there are changes in the trendiness of cuts. Maybe bootcut is preferred over straight leg, but it seems like these trends have a longer life than, say, harem pants or shoulder-padded blazers or some other fleeting fad that is doomed for the giveaway pile within two months.

And while they may not be essential for survival, a good pair of jeans is seen as an essential part of the wardrobe, like a good suit or the perfect little black cocktail dress.

At around $150 a pop, these jeans aren’t cheap. Shoppers have to save up to buy them. But all this bodes well for the retail sector for two reasons: It means people are still willing to save up to buy some luxuries; and these jean makers will be one of the few with enough money to employ workers.

Photo courtesy bluryee via flickr.