Most Innovative Companies Why are ultra-low-rise jeans back in fashion?
Mar 19, 2026
Lilly Smith, Fast Company design reporter who covers fashion trends, and Sarah Whittle, former social lead and creator for Smosh, Crocs, and Duolingo, dive into why ultra-low-rise jeans have resurged. They discuss what counts as low-rise, modern design tweaks, sales spikes at brands, and whether the trend will last. They also weave in social media career lessons and platform-savvy storytelling.
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Data Shows Low Rise Is A Big Seller
- Sales confirm the trend: Reformation saw 500% YoY growth in low-rise sales and Lucky saw 763% YoY growth.
- Citizens reports 35% of business from low-slung fits and multiple brands list low-rise among top styles.
Design Fixes Make Low Rise More Wearable
- Modern low-rise is designed with ease not painted-on tightness to avoid past problems like whale-tailing.
- Designers use contoured waistbands, smaller pockets, altered pocket scoops and eased fits to improve wearability.
Low Rise Will Likely Stick Around
- Denim trends endure: high-rise lasted ~15 years, so low-rise may persist as part of the mix rather than a brief fad.
- Lilly notes low-rise has percolated since ~2019 and is only just hitting mass market in fall 2025.