British Gen Z is turning denim into a lifestyle. A new report from Primark shows Gen Z in the U.K. is redefining what counts as “occasion wear,” with 18% wearing denim to job interviews, 17% on their first day at work, and even 10% choosing it for weddings. The brand’s trading director says, “Denim is no longer just a staple—it’s a statement,” for this gen especially. Now, 42% of women in the U.K. even proudly wear double denim, a.k.a. the famed “Texas Tuxedo.” But, even as statement clothing, comfort and fit top the list of denim must-haves for three in four shoppers, followed by price and style. With the U.K. spending £3.2B a year on jeans, Primark’s new denim campaign is looking to tap into this idea of accessible fashion powered by confidence, nostalgia, and Gen Z’s anything-goes attitude. (TheIndustry.fashion)
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