Baggy and wide-leg jeans are among the ’90s-inspired silhouettes showing up in current fashion coverage. Levi Strauss & Co. is also expanding its broader denim-lifestyle business—but its reported growth does not show that the revival is driving sales.
Are ’90s jeans back in style?
There are visible signs of a revival, especially in relaxed, baggy and wide-leg denim. C&A’s contemporary fashion guide identifies those shapes as ’90s-inspired and also points to updated denim-on-denim styling. That is a retailer’s account of current fashion, not a market-wide measure of what shoppers are buying.
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Levi's Men's 501 Jean, Rinse, 32W x 32L | $50.97 | Buy on Amazon |
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Levi's Men's 501 Original Fit Jeans | $44.97 | Buy on Amazon |
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Levi's Men's 501 Original Fit Jeans | $50.97 | Buy on Amazon |
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Levi's Men's 501 Jean, Rinse, 36W x 32L | $59.46 | Buy on Amazon |
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Levi's Men's 501 Original Fit Jeans | $50.97 | Buy on Amazon |
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The look has resurfaced before. In 2018, ABC News reported on an earlier ’90s revival in Australia, with local fashion commentators discussing mom jeans, baggy track pants, oversized jackets and high-waisted plaid pants. That reporting offers a snapshot from one place and time; it does not establish that the trend has been continuous or universal.
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Levi Strauss & Co. describes itself as a jeanswear business that designs and markets jeans and related apparel. Its stated priorities include expanding its denim-lifestyle leadership, advancing a direct-to-consumer-first model and growing its women’s business. CEO and president Michelle Gass described the broader direction this way: “Over the past few years, we’ve taken bold steps toward becoming a DTC-first, head-to-toe denim lifestyle brand,” the company said.
#1 Best Overall
- Regular Through The Thigh
- Straight leg
- Sits at your waist
For the fiscal year ended November 30, 2025, Levi Strauss & Co. reported $6.3 billion in net revenues, up 4% on a reported basis and 7% organically from fiscal 2024. It also reported a 61.7% gross margin, 110 basis points above fiscal 2024. These are company-wide figures; the company’s January 28, 2026 earnings release does not attribute them to baggy jeans or other ’90s-inspired styles. Its company overview likewise identifies fiscal 2025 net revenues of $6.3 billion.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Does the ’90s revival explain Levi’s growth?
The evidence supports two separate observations: relaxed, ’90s-inspired denim appears in current fashion coverage, and Levi’s is pursuing a broader denim-focused business strategy while reporting company-wide growth. It does not show that the trend caused that growth, quantify sales of ’90s-inspired products, or establish that the company developed its strategy in response to the revival.
Rank #2
For shoppers drawn to the look, compare jeans by rise, leg shape, wash, sizing and how relaxed the fit is. Those practical criteria can help distinguish one interpretation of the trend from another, without assuming that any single cut defines ’90s style.
Quick Recap
Best Value
Rank #4
Rank #3
- Regular Through The Thigh
- Straight leg
- Sits at your waist
- Front rise: 11 1/4", Knee: 17 1/2", Leg Opening: 16", Measurements based on size 32.
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