Fabletics Launches Denim Line
Activewear brand Fabletics just dropped its first-ever denim collection [https://wwd.com/fashion-news/denim/fabletics-first-denim-collection-1238660469/]. The jeans apply Fabletics' performance ethos to classic blue jeans, blurring the lines between athleisure and everyday wear—comfort *and* style.
Fabletics, co-founded in 2013 by Adam Goldenberg, Don Ressler, and Kate Hudson, has grown into a major player in the activewear market. Hudson owns 20% of the company and initially aimed to create stylish, high-quality, and accessible activewear for women of all sizes. The brand operates with a flexible membership model, offering personalized monthly outfits based on a customer's fitness preferences. Members can choose to shop or skip each month. This model has helped Fabletics gain over 3 million active customers. Fabletics aims to double in size, targeting $1.7 billion in sales, by 2030. To achieve this, they are expanding into new categories and territories, including Central and South America, Australia, and the Middle East. While Fabletics' U.S. market share is smaller than leaders like Nike and Lululemon, it's competing with Gap's Athleta brand. Fabletics reached approximately $850 million in sales in 2024 and surpassed $1 billion in 2025.
