I just read about a company called Not Your Daughter’s Jeans that appeals to boomer women, and business is, well, booming. The company was founded in 2003 and will do $55 million in sales.
Offering jeans that perform a function — supposedly flattening the stomach and hoisting the rear — is a smart strategy, especially in a cooling jeans market, said Marshal Cohen, chief industry analyst for NPD Group. Jeans sales slipped 2 percent last year, the first drop since 2001, he said.
The company plans a men’s line soon, because the patriarch is tired of wearing women’s jeans.