The denim wars are continuing to heat up, with brands like American Eagle, Gap and Levi’s all looking for ways to edge out their competition. But a new crop of brands is attempting to break into an already-crowded market: activewear brands. Within the last week, Fabletics launched its first premium denim collection, and Vuori came out with its first women’s denim collection after entering the men’s denim market in September of 2025. They join other active brands like Lululemon and Halara that have released denim collections in recent years. For Fabletics, the decision was inspired directly by surveys of its more than 2 million members.Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.
