As popular shows like Yellowstone and Ransom Canyon reignite global interest in Western-inspired aesthetics, South Africans are embracing denim as both a workwear essential and a style staple. The revival coincides with a return to the workplace and an evolving retail landscape that keeps denim firmly in the fashion spotlight.
Data insights firm Eighty20, in partnership with MoyaApp, recently explored South Africa’s denim habits through a survey of over 2,000 respondents. The findings confirm denim’s enduring appeal: a remarkable 96% of participants reported wearing denim daily, while 80% had purchased denim in the past six months.
Retail trends support the resurgence. According to the MAPS dataset, which surveys 20,000 South Africans quarterly, the top five clothing stores by shopper numbers are Mr Price, Ackermans, Pep Stores, Sportscene, and Markham. Denim remains a dominant product line across all of them, similar to global retailers such as H&M, G-Star, Zara, and Gap.
South Africa’s denim appetite mirrors global patterns. In 2024, the worldwide denim market was valued at $90 billion, with more than 6 billion meters of fabric produced — largely by China, India, and the US.
Locally, younger adults are leading fashion choices. Among 25- to 34-year-olds, 58% prefer skinny jeans, with fitted styles outperforming looser options like straight or relaxed cuts. Bootcut styles, once ubiquitous, are now largely out of favour. When it comes to wash, 32% of respondents preferred dark denim, followed by light washes (26%) and distressed styles (21%).
Eighty20’s Andrew Fulton notes, “Denim continues to resonate strongly with South African consumers across the board. While premium brands like G-Star and Levi’s hold aspirational value, it’s the affordability and accessibility of retailers like Mr Price that truly drive volume and keep denim a staple in everyday wardrobes.”
Despite economic pressures and shifting tastes, denim’s versatility and cultural relevance ensure its place in South Africa’s fashion future.