Jon Geller on 10 years of transforming the men's denim market with stretch denim.

Tue, September 23, 2025 at 3:40 PM UTC Artists who have made the denim look a signature part of their wardrobe include Charli XCX and Tate McRae, who are known for their grunge, sporty aesthetic.

If you’d told me any time in the last 20 years that I’d be writing that sentence, let alone shopping for stretch denim jeans in 2022, I would have laughed out loud. That’s because circa 2002 is just ...