Quick Facts
- Fabletics launched its first denim collection March 10 with 11 styles priced from $79.95-$119.95 for VIP members
- More than 1 million of the brand’s 3 million VIP members requested denim from Fabletics
- The athleisure market growth slowed to 2.3% projected for 2026, down from 3.1% in 2023-2024
Fabletics launched its first denim collection Thursday as the once red-hot athleisure market shows signs of cooling.
The Kate Hudson-backed brand debuted 11 denim styles across three stretch levels, seven washes and three inseam lengths. VIP members pay $79.95 to $119.95 per piece, while regular shoppers pay $109.95 to $174.95.
The expansion comes as sports apparel market growth is projected to slow to 2.3% in North America for 2026, down from 3.1% between 2023 and 2024. Meanwhile, the denim market is expected to accelerate to 2.1% growth in 2026, up from 0.7% in the prior period.
More than 30% of Fabletics’ 3 million VIP members told the company they wanted denim. Those members represent over 1 million customers and account for 95% of the brand’s revenue.
“Everybody’s moving towards this casualization and comfort,” CEO Adam Goldenberg told Retail Dive in January. “More than 1 million of our VIP members told us they wanted denim from Fabletics.”
The company closed 2025 with earnings up roughly 20% and surpassed $1 billion in revenue for the first time. Management says this puts them ahead of schedule on their five-year plan to double revenue and quadruple EBITDA.
Fabletics has successfully expanded categories before. Menswear launched in 2020 now represents roughly 30% of the business. Scrubs launched in 2023 has grown into a $75 million business expected to surpass $100 million in 2026.
The company won’t launch new categories unless they believe they’re “at least a $100 million idea.” Goldenberg sees denim as “a very large category, and certainly a bigger than $100 million opportunity for Fabletics on an annual basis.”
The denim collection launched online and in 17 of Fabletics’ 114 U.S. stores, with special events at Century City and Flatiron district flagship locations March 14.
Fabletics partnered with denim expert Benjamin Talley Smith to design the collection. “What makes this collection with Fabletics special is the level of quality and style we were able to deliver at this price point,” Smith said.
The move reflects broader market shifts. Leading athleisure brand Lululemon saw its stock drop 47% in 2024, partly due to consumers shifting spending from activewear to fashion apparel.
Fabletics isn’t the first activewear brand to add denim. Vuori also sells jeans, and Outdoor Voices has experimented with the category.
The global jeans market, valued at $98.63 billion in 2025, is projected to reach $132.84 billion by 2030, marking a 6.14% compound annual growth rate.
Read more: Fabletics expands into denim to ride casualization trend
