Denim never goes out of style, but there are seasons when old, reliable five-pocket jeans simply are not enough. This is one of those seasons. The jeans legging, a.k.a. jegging, still is going strong and denim designers also are talking up the chambray shirt, asymmetrical motocross jackets, cutoff shorts and, still, the boyfriend pant. There are trouser styles and waistcoats for work, and, "rip-and-repair" jeans are a must for weekends. Ralph Lauren had overalls on the runway and showed jeans under an evening gown. Even babies are getting premium denim. A denim-on-denim outfit, sometimes considered a fashion faux-pas in the past, is a bona fide trend.

The denim look is everywhere - it's in the air, it's all over the world, the work wear feel is hot, especially for guys, and there's a sexy look for women… It's about cool people, and how they live, and its trying to export it around the world.

It probably has never had a larger impact on what we wear every day. We had gotten just about as casual as we can get without getting in our pajamas, so we're looking to incorporate denim into our lives at least five days a week, but not just Saturdays. We're looking to step it up. You can wear a button-down denim shirt with a tie.

Personalize it!

People like that they can put their own spin on denim. And no pair of jeans looks the same on two different people. It's so individual, from how you wear it in, how you style it. The fit is molded to your shape; you don't want someone else wearing your jeans. Finding the best fit is trial and error but once consumers find a denim label they like, they tend to be loyal. Denim leggings are not saggy and baggy, and that flattering, lasting shape is part of their appeal, says Nguyen, one of Levi's senior vice presidents.

He says he cannot overemphasize the importance of the legging right now. It further evolves the skinny jean, which has moved from trendy to staple status, and it complements the tunic top and the slouchy blazer that are being promoted for spring.

"Our leggings business is on fire, at all price points and at all retailers," Nguyen says.

On the flip side, the boyfriend skinny jean - with a looser waist and hip but a narrower leg - remains popular.

"I don't believe that denim has ever really left the fashion 'trend', but what we're seeing now is that for a few seasons, denim was influencing sportswear, making sportswear more casual. Now sportswear is influencing denim," Nguyen says.

Buy the ageing pair
Look for lighter shades of denim as the weather warms, and a lot of distressed finishes, too, sometimes with purposeful patches.

Some denim items that have had the color stripped away and then added back for an irregular, imperfect look, is also on offer.

"Three seasons ago, we were in the cycle of very dark denim," observes Nguyen. "Now we're going back to true nature of denim, which is denim aging down. You love a pair of jeans so much that you refuse to let it be worn out."

Going forward into autumn, though, we expect to see colored denim as well as patchwork.

For autumn 2010 we are exploring ideas closer to home, urban elements are important as is the idea of uniforms. Denim fits the bill as the most ubiquitous item in most people's wardrobe.

Wearing head-to-toe denim? People who go for the all-over denim look will need to wear a variety of weights and washes, and try a polished bottom with a relaxed top or vice versa. It could be different shades of blue, blue with black or white. For those reluctant to go head-to-toe, accents on bags, hats and sneakers allows for a more subtle secondary denim piece.

And it is about "the" denim jacket, not one of many. Denim, by its very nature as a rugged cotton twill, is strong, building for many years as it becomes weathered, sometimes even a little tattered, but very rarely truly worn out.

Denim tells a story, you know where you got that rip or grass stain. Denim lasts for a long time and sometimes it's better with age.