The collection, launching online and in select stores on Thursday, will include 11 styles and seven washes across both women’s and men’s. Items will be priced between $79.95 and $174.95, depending on whether shoppers are members of Fabletics’ subscription program.

“We’ve had over a million of our customers tell us that if Fabletics offered denim, they’d be highly interested in it, and that’s really what got us started on our journey of expanding into the denim category,” Fabletics co-founder and CEO Adam Goldenberg told CNBC in an interview. “We do believe denim is on an upswing. We’ve seen that, you know, we started [looking into denim] over two years ago, so it’s the right time.”