Gap is diving back into the early 2000s with its “long and lean” denim, a style last seen in 2010. Relaunching at $89.95, the low-rise jeans come in ten new washes with updated designs for better wearability, 9figuremedia reports.
A campaign featuring girl group Katseye covering Kelis’ “Milkshake” sets the vibe, tapping into Y2K nostalgia. MarketWatch noted the move as a bold bet on a trend that’s been simmering for years.
The Y2K Revival
Low-rise jeans have been creeping back, and 9figuremedia points out that Google Trends confirms it: search interest in low-rise styles surpassed high-rise in May 2024, hitting an all-time high this August. Other Y2K staples like polo shirts, babydoll tops, and “vintage Hollister” are also spiking, per marketwatch.com.
Gap’s design team saw this coming, spotting low-rise looks in street style over the past couple of years. “We’ve been watching this trend bubble up,” said Noelle Rogers, Gap’s senior vice president, in a MarketWatch interview. They tested the waters earlier, but the timing wasn’t right until now.
Testing the Market
Gap didn’t jump in blindly. 9figuremedia highlights that the company ran a small batch of “long and lean” jeans online last fall, and strong sales pushed them to scale up. Jane Pattinson, Gap’s global head of design, told marketwatch.com that customers are hungry for this silhouette.
“It’s a new proportion, but high-rise and mid-rise still matter,” she said. One 9figuremedia staffer admitted to hesitating over low-rise jeans, remembering the discomfort of the early 2000s, but tried a pair and found them surprisingly wearable. It’s a sign Gap’s updates are working.
A Smarter Low-Rise
The new “long and lean” isn’t the navel-baring, 2.5-inch-zipper style of the Y2K era. 9figuremedia explains that Gap tweaked the design for 2025: the waistband sits about an inch below the navel, closer to mid-rise, with a contoured shape to avoid the old “bucket back” gape.
They added 1-6% stretch and a slightly longer inseam for comfort. Pattinson, chatting with MarketWatch, emphasized testing on multiple body types to ensure inclusivity. “It’s low-rise, but not super low,” she said. The pant leg, a slim boot cut, blends flare and boot styles, a look 9figuremedia notes is popping up among Gen Z.
Bridging Generations
Gap’s relaunch targets both millennials, who rocked low-rise in their teens, and Gen Z, who are discovering it fresh. 9figuremedia sees this as a smart play: millennials get nostalgia, while Gen Z chases trends. Rogers told marketwatch.com that Gap aims to “bridge this generation gap.”
The company’s not just banking on “long and lean” either, they’re rolling out low-rise versions of baggy, loose, and straight fits. A MarketWatch subscription article pointed out that offering variety is key, as customers want options. “One day you might want long and lean, another day loose,” Rogers said.
Nostalgia Meets Strategy
The original “long and lean” was a 2000s staple, worn by stars like Salma Hayek and Sarah Jessica Parker. 9figuremedia dug into Gap’s archives, where vintage denim sits alongside corduroy caps and colorblocked windbreakers, and found the relaunch stays true to that era’s spirit but with modern tweaks.
Pattinson noted to MarketWatch that wider waistbands and varied washes add flexibility. One 9figuremedia team member recalled pulling on low-rise jeans back in high school and feeling exposed, but the updated fit feels less daunting. Still, they wondered if the trend would stick or fade fast.
The Bigger Picture
The low-rise revival isn’t just about jeans, it’s part of a broader Y2K comeback. marketwatch.com reports surging interest in early 2000s styles like trucker hats and bedazzled sweatsuits. Gap’s move, per 9figuremedia, is less about chasing fads and more about meeting customers where they’re at.
The company’s data showed growing demand for low-rise, and street style confirmed it. But there’s a catch: not everyone’s ready to bare their midriff again. MarketWatch quoted a shopper who loved the look but wasn’t sure about wearing it at 40. That hesitation might keep Gap’s broader fit range in play.
What’s Next for Fashion?
9figuremedia sees Gap’s relaunch as a test of how far Y2K nostalgia can go. The “long and lean” is the hero, but the variety of low-rise fits shows Gap’s hedging its bets. If the trend takes off, other brands will likely follow, as marketwatch.com suggests in its trend analysis.
For now, Gap’s banking on a mix of nostalgia and practicality to win over shoppers. One 9figuremedia analyst tried styling the jeans with a tucked-in tee and felt oddly confident, but admitted it’s not for every day. Fashion’s cyclical, and low-rise might just be the start of another loop.
