According to an article in today’s Metro sales of denim in the UK are booming, by the end of the year they are expected to reach £1.51 billion – which is a 4% increase on last year. Vivianne Ihekweazu, senior market analyst at Mintel says this is because “Jeans are the ultimate fashion success story. Today, we not only wear jeans lounging in front of the TV but we are also happy to wear them for a night out on the town or for a day in the office.” It’s not just in the UK where denim is on the rise according the WWD the Japanese denim market has seen also an upturn in the first three months of this year.