According to reports, America old jeans company, such as Levi Strauss (Levi 's Levi's brand), and with Lee, Wrangler, 7 For All Mankind brands such as VF are fall over each other increase fabric stretch, seeking both comfort and fashion crowd to attract more and more. At the same time, like Spanx's new tights jeans brand is to attract fans, stretch pants, efforts to develop a jeans.

Levi 's brand President James Curleigh said: "now consumers in the pursuit of leisure is comfortable, whether jeans or pants,"

Last fall, Levi 's launched its new Revel women' s fit, uses a patent pending "liquid molding technology", an elastic pants can be applied to the coating layer. This coating can be fabric stretching limited in certain scope, so that consumers more delicate and comfortable thigh. This extremely soft materials will maintain its shape at any time will "," Levi 's company is full of confidence.

In 2013, Levi 's opened Eureka laboratories, research institutions in developing a San Francisco like pants. The company adopts Dyneema similar to the strong light fiber produced its iconic jeans styles.

VF company in August in its Lee brand launched the latest pliable women jeans. Several innovative product line: Heavenly Touch, Curvy Fit and Easy Fit uses a very soft fabric, but it is still the traditional denim.