For the first time ever, imports of elastic knit pants surpassed imports of jeans in 2017, according to the U.S. Census Bureau. But big denim-makers are fighting back, says Bloomberg reporter Kim Bhasin.
The blue jeans-stretchy pants rivalry started around 2011, says Bhasin, with athleisure brand Lululemon's push to sell yoga pants and leggings.
"People were really wanting this kind of comfortable feeling on their legs instead of thick denim," he says. "And they would wear it in the gym and slowly that trickled out of the gym and onto the streets."