Yes! Clothing makers are finally realizing there is money to made with a line of jeans that looks good on someone who isn’t a pencil-thin 14-year old! We’ve been wearing jeans almost since the day we were born, but let’s face it…after age 45 the task of shopping for jeans started to rank right up there with getting a root canal:
“It’s a nightmare,” said Alice Harris, author of “The Blue Jean,” a book that chronicles Americans’ love affair with denim. “You have to go first thing in the morning before you’ve eaten. You simply can’t try on jeans at 4 in the afternoon, unless you’re 16 years old. For the rest of us, it’s an 8 a.m. call.”
Harris was quoted in a Chicago Tribune article this weekend which features a clothing-maker who has decided to specialize in premium jeans for baby boomer women. Rob Mann is launching the Henry & Belle jean line in August. He’s betting there’s a market for “contemporary jeans that fit without looking dowdy.”
My wife is 44 and has three kids,” Mann said. “Five years ago she wore 7 for Mankind jeans. They’re not appropriate anymore. She’s not going to wear 7 1/2 -inch rise jeans. But she’s not going to wear mom jeans either.”
He’s also betting we’re willing to pay $100 to $150 a pair. He may well be right, women age 55 and older are reportedly the fastest growing group of denim buyers. And speaking from personal experience…we’re desperate for jeans that fit our bodies and still look fashionable. You know, jeans that are still feminine but when we wear them we can actually bend over, without a muffin top or camel toe. We’d be willing to hand over the Benjamins for those jeans, and marketing experts think there are many more like us:
Jeans is the defining piece of attire for the entire boomer generation,” said Jennifer Ganshirt, managing partner of the marketing firm Frank About Women. “Boomers basically put jeans on the map and created a jeans culture,” she said. “Of any generation to identify with jeans, it’s the boomers. They will have a place in their lives for their entire lives.”
She’s got that right; in fact, we’re thinking about launching a company in about 25 years to manufacture and sell denim-covered Depends.