Fabletics is entering denim, marking its latest step beyond performance apparel and into a broader lifestyle positioning.
The brand, best known for its membership-driven model that offers big discounts on activewear pieces, unveiled its first-ever denim collection this month, applying the same design principles that have underpinned its mission: fit, comfort and accessibility.
“We’re always listening to our customers — it’s what has driven our successful category expansions into Men’s and Scrubs, and more than one million of our VIP members told us they wanted denim from Fabletics, with the number-one most-important attribute to them being comfort,” Kelli Dugan, Fabletics’ chief merchandising and design officer, told Athletech News.
Rather than treating denim as a departure, the company is positioning it as a continuation of how consumers already engage with the brand. As wardrobes increasingly blend performance and everyday wear, denim became a natural extension of pieces designed to move across workouts, workdays and downtime.
“Activewear will always be at the core of what we do and we’re continuing to see strong year-over-year growth in our activewear business, but we’re in constant conversation with our customers and evolving alongside how they live and dress,” Dugan said. “Today, people are building wardrobes that move seamlessly through their day, and denim is a natural extension of that.”
The collection reflects a two-year development process focused on precision at the product level. Fabletics partnered with denim expert Benjamin Talley Smith, an advisor to brands like Tommy Hilfiger and Marc Jacobs, to refine everything from fabric weight to pocket placement and wash.
“We spent two years designing every element from the ground up, from pocket placement and fabric weight, to wash, thread color and custom branded shanks and rivets,” Dugan said. “No detail was spared in perfecting these jeans for fit, comfort and style.”
Fabletics has also carried over signature design elements from its core business. For women, that includes sculpting panels and strategically placed pockets, while men’s styles emphasize durability and versatility.
“We were very intentional when it came to the denim silhouette, fabric, and style to ensure we delivered what our customers know and love about the brand,” Dugan said. “For our women’s styles, this meant specially designed pockets that visually lift her backside to hidden inner tummy panels that sculpt and smooth for an added boost of confidence.”
“For men, it’s combining ultimate comfort, polished style, and durability to create a versatile, wear-anywhere pant that would become his new go-to jean,” she added.
The launch comes as activewear brands increasingly look to capture more of the daily wardrobe, particularly as the comfort-first trend continues to explode.
Fabletics’ denim collection is now available online and in select stores, with pricing positioned below many premium denim brands while maintaining a focus on design and quality.
