Retailers including boutique chain Kitson, based in Los Angeles, said ugly Christmas sweaters have made a comeback as ironic duds for younger generations.
Fraser Ross, owner of Kitson, said ugly Christmas sweater parties are filling the holiday void once occupied by tree trimming parties, as people in their 20s and 30s embrace the garishly decorated garments as humorous ways to celebrate the season, the Los Angeles Times reported Tuesday.
"It's the new theme for hostesses who are trying to bring the mostest to holiday parties," he said. "It's like having a Halloween party during Christmas."
Evan Mendelsohn, co-founder of San Diego clothing brand Tipsy Elves, said ugly Christmas sweaters -- including playful depictions of conga-dancing reindeer, and Santa spelling "Merry Christmas" in the snow with his urine -- are proving to be holiday bestsellers.
"The majority of people buying are in their 20s or 30s who are sort of making light of what can be a serious holiday. It gives them an excuse to wear something funny," Mendelsohn said. "It's not going to die like a normal fashion trend."
Carin Agiman, owner of Berkeley, Calif., clothing label GeltFiend, said he launched a line of Hanukkah equivalents for the ugly Christmas sweaters to let Jewish revelers get in on the fun.
His brand includes a sweater picturing Hasidic snowmen and a dreidel cardigan.
"I have a lot of non-Jewish friends, so I get invited to a lot of ugly Christmas sweater parties," Agiman said. "There's been a lot of pent-up Jewish angst over not having some equivalent ugliness."