Non-Stretch is Back

For more than a decade now, skinny jeans have dominated denim sales. Many women consider them the closest thing to an infallible garment that the 21st century has yet produced. Skinniest owe their success to elastane, or Lycra, the stretchy synthetic fabric that allows for figure sculpting cuts. That being said, skinnier may have reached their snapping point: 100% cotton denim.

Known in the industry as rigid, 100% cotton denim is in the midst of a comeback. Consider this: Brands that stacked their reputations on an ability to craft jeans that cradled the derrière and calves like a girdle, including Citizens of Humanity and J Brand, have begun offering pure-cotton styles.

Kourtney Kardashian in J Brand
Alessandra Ambrosia in AG
Jenna Tatum in Citizens of Humanity

Although stretch denim first appeared in the 1970s, it wasn’t until the early 80s that it became the industry standard. Those making the switch from skinnies to non-stretch should keep a few things in mind. The cut of vintage denim doesn’t always work for modern sensibilities; older jeans will require alterations.

George Graham in J Brand
Zac Efron in AG
David Beckham in Citizens of Humanity

While rigid jeans eventually excel at comfort, be prepared for an initial struggle. Remember those days of lying on the floor and wiggling until the zipper was up and the button was secure? We are back! But the jeans will, in time, ease up and mold to your body. More important, that fit, unlike stretch denim, will stay. The beauty of rigid jeans is that they last for decades!

And remember: Denim is not a zero-sum game. On a long flight I won’t wear rigid jeans, but when I want to look cool, they will be my go to.