The Glossy Podcast The new rules of denim
Oct 31, 2025
Jill Manoff, Editor-in-chief of Glossy, dives into the ever-evolving denim landscape. She highlights how consumer preferences have shifted towards more diverse styles, with everything from high-waisted jeans to rhinestone embellishments capturing attention. Gen Z's nostalgia for Y2K fashion and their love for thrift is reshaping trends, while plus-size shoppers demand better fits. Jill also touches on how brands like Levi's and emerging DTC labels adapt to these changes, emphasizing the importance of personal expression in denim shopping.
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Founder-Led Identity Drove Parade's Early Growth
- Parade rose quickly as a Gen Z-focused, inclusive underwear brand and built a loyal creator-driven community.
- It ultimately faltered after ownership and product changes eroded that identity and customer trust.
Community Is The Brand’s Core Asset
- Changing a brand’s voice and product after acquisition can disillusion its original community.
- Parade’s creator-led marketing and identity didn’t survive the ownership shift, weakening loyalty.
Treat League Deals As Many Collaborations
- Recognize that league-wide licensing equals managing 32 distinct team collaborations, not one campaign.
- Start smaller with limited teams if you lack scale to manage all team identities and fans.