Fabletics is broadening its product lineup with the launch of its first denim collection, marking a move further beyond its activewear origins. The new line will be available online and in select stores beginning Thursday, according to a company announcement.
Founded in 2013 as a challenger to Lululemon and other athletic apparel brands, Fabletics collaborated with denim specialist Benjamin Talley Smith to develop the collection.
The range emphasizes comfort, fit and style while introducing the brand to a new product category.
The denim line features 11 styles offered across three levels of stretch, seven washes and three inseam lengths. The assortment includes options for both women and men.
Women’s pieces are available in sizes 23 through 35 and include high-rise wide-leg, straight and skinny jeans, as well as a mid-rise baggy style, a denim mini skirt and a denim jacket. The men’s lineup ranges from sizes 29 to 44 and includes slim-fit, straight-leg, baggy and baggy utility jeans, along with a trucker jacket.
While the move represents a shift away from Fabletics’ core performance apparel offering, other brands in the athletic and athleisure space have also experimented with denim. Vuori offers jeans, and the updated version of Outdoor Voices has also explored the category.
According to Fabletics CEO Adam Goldenberg, the company evaluates potential expansions carefully and relies heavily on feedback from shoppers. Employees at the company’s corporate offices are required to spend time working in stores to better understand customer preferences.
“What we have found is our customers will tell us what they want,” Goldenberg said, adding that this is how Fabletics ended up launching a scrubs category in 2023.
“We always think about: One, does it fit the brand DNA? Do the customers want it from us? And then, can we execute on it better than others? So if it does those things, we move into it.”
Goldenberg said the shift also reflects a broader consumer move toward casual, comfortable clothing that can be worn across multiple settings.
“Everybody’s moving towards this casualization and comfort,” Goldenberg said. “Consumers are expecting that from our brands.”
The new denim collection follows the company’s membership-based pricing model. For non-members, pieces range from $109.95 to $174.95, while VIP members pay between $79.95 and $119.95.
Goldenberg said the membership program drives the vast majority of the company’s business. About 80% of Fabletics shoppers in the past year have been members, and those customers account for roughly 95% of revenue.
Members can skip monthly charges if they choose and receive perks including members-only sales, early access to collaborations and exclusive product drops.
As the brand expands its assortment, customers are increasing their spending with the company. Goldenberg said wallet share among shoppers has risen from 22% to 30% as new product categories have been added.
Still, the company plans to remain selective about where it expands next.
“It still has to have performance at its roots and be comfortable and be at a great price point,” Goldenberg said.
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