The best denim brands to wear now (and forever)
Searching for your new favourite pair of jeans? We know just where to look
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While largely considered a ubiquitous everyday uniform, the perfect pair of jeans can, in fact, prove very difficult to find. The requirements are fairly basic: a comfortable fit and long-lasting construction. It all gets a bit more complicated, however, when you begin to consider the endless options of silhouette, cut and denim wash. The best place to start? Knowing which denim brands to turn to first.
From high-waisted flared leg options to low-waisted skinny jeans, picking quality denim that just gets better with age is key no matter your style. And, while many claim to offer the perfect denim for everyday-wear, only a few truly exceptional denim brands stand out. Classic styles abound at brands such as Levi’s and Good American while the sustainably minded will find plenty to love at E.L.V. Denim and Boyish.
So whether you’re buying a casual pair to live in every day or are on the hunt for a polished option for Fridays in the office, read on for our pick of the best denim brands – and the must-buys from each collection.
Agolde
Los Angeles-based brand Agolde breathes new life into vintage ‘90s silhouettes. With decades of experience under its belt, its denim staples are made with premium materials and designed with close attention to detail. The brand draws inspiration from emerging artists and creatives across industries, including fashion and music, resulting in unique, contemporary collections. Think curved seams, asymmetric fastenings and patchwork utility pockets. Agolde’s denim is also great for the ethically-minded – it uses eco-conscious methods, such as laser technology, ozone machines and high-efficiency washes, to reduce its impact on the environment.
Switch out your old denim for Agolde’s barrel-leg Mara jeans, woven from regenerative cotton, which will pair well with a cotton T-shirt and sandals for the summer and a denim jacket and boots on draughty autumn days. Elsewhere, the criss cross boyfriend jeans are as comfortable as they are chic.
Levi’s
You simply can’t talk about the best denim brands of all time without mentioning Levi’s. Having started as a workwear brand, few labels have transcended the lines of culture and class like Levi’s – which makes sense, given its 501s are probably the most famous pair of jeans ever made. A major player, the brand has also been making efforts to produce sustainable denim. Its Water<Less initiative works towards efficient water consumption and has saved almost 13 billion litres of water since 2011.
While we wouldn’t blame you for buying a roster of designs from Levi’s (it also offers other denim pieces including shirts, skirts, jackets and overalls), consider a pair of distressed shorts paired with a white T-shirt and trainers for summer 2024.
Mother
Playful and nostalgic, Mother was launched as a specialist denim brand in 2010 by Lela Becker and Tim Kaeding. While it has since rolled out numerous relaxed ready-to-wear collections, it's the jeans, made with soft fabrics and imbued with a chic irreverent spirit, that continue to be the most covetable. The Los Angeles-based brand boasts a distinct California-cool aesthetic and works with local businesses and manufacturers on its collections, which have found fans in style icons including Meghan Markle and Gigi Hadid.
Pair the Hustler Roller wide-leg jeans with a polo shirt for a preppy off-duty model look. The Insider crop black jeans, meanwhile, look great with box-fresh trainers.
Good American
Built on the foundation of body inclusivity, Good American offers jeans in an impressive variety of sizes – from 00 to 32 plus. Co-founded by Emma Grede and Khloe Kardashian in 2016, the brand has since evolved to offer a full span of ready-to-wear pieces, but the jeans, made with high-quality denim and crafted to fit every body perfectly, remain a highlight. Each piece is also photographed on multiple models so you can see exactly how it will look on different body types.
If you were apprehensive about the resurgence of skinny jeans, there’s no better brand to reacclimatise you than Good American. The ultra-high-rise indigo skinny jeans are designed to hug and flatter curves. The brand’s inclusive sizing also extends to jumpsuits – you’ll be wearing this light blue iteration for seasons to come.
Frame
When the world dreams of elegant fashion, it's France they envision, so it’s no surprise that Frame looked to classic French style for its denim. Founded by Jens Grede and Erik Torstensson in 2012, the label began with the perfect pair of skinny jeans and has since expanded to offer a variety of styles in versatile ice blue, indigo and black denim washes. With fans including Taylor Swift, Hailey Bieber and Rosie Huntington-Whiteley, you’ll be in good company in one of Frame’s handmade denim creations.
Made from regenerative and recycled cotton, Frame’s relaxed straight-leg design is finished with a cropped frayed hem. Pair with chunky white trainers for summer or ankle boots when the temperature drops. Alternatively, go full retro with the extreme flared jeans. Throw on with a denim jacket and cowboy boots to embrace the Western fashion trend.
E.L.V. Denim
British luxury brand E.L.V. Denim has been making waves with its sustainable practices since it was founded in 2018. The London-based label works with local ateliers to create homegrown denim made from 100 per cent recycled materials. As well as being sustainable, E.L.V. Denim’s upcycled products boast unique designs and patterns, resulting in high-quality statement pieces.
One of the brand’s early innovations, the contrast seam flare jeans, add a unique edge to a monochrome outfit. If it’s a chic Camille Charriere-style boxer shorts and Oxford shirt combination you’re after, on the other hand, the Missy shorts make for a good place to start.
Boyish
While many brands have flirted with sustainable denim production methods, for California-native Jordan Nodarse, sustainability is baked into the foundation of his brand Boyish. Working with ethical factories in Thailand, the brand uses one-third of the water typically used in denim production while incorporating less harmful chemicals into the dyeing process. You’ll also find a large percentage of the collection is made using deadstock fabric with buttons and rivets made from recycled metal and clothing labels from recycled plastic bottles. Opt for the high-rise Toby jeans paired with the vintage-inspired Ryder denim jacket for a stylish yet ethical take on the Canadian tuxedo.
Triarchy
Did you know that a pair of stretch denim jeans typically takes more than 200 years to biodegrade? Meaning that, while great for flexibility and comfort, they’re not good news for the planet. Family-run denim brand Triarchy, which was set up in 2018 to offset denim’s harmful environmental impact, offers an exclusive first-of-its-kind alternative – an organic cotton and natural rubber blend fabric. Its classic denim silhouettes are offered in vintage washes while reducing water consumption and chemical use.
With a straight-fit, structured cut and planet-friendly organic cotton construction, the Ms. Walker jeans are a win in our book. Pair with the Ms. Sofiane denim vest for a chic street style look.
7 For All Mankind
Beloved by everyone from rockstars to royalty, and models to CEOs, 7 For All Mankind was one of the earliest luxury denim brands. With a focus on fit and fabric innovation, the LA-based label employs detailing such as intricate stitch-work into polished silhouettes to curate a modern offering. With versatile denim options including a variety of silhouettes and colours, the brand counts stars including Kim Kardashian, Emma Stone and Jessica Alba as fans.
Wear the pastel pink bootcut jeans with a floral blouse to garden parties, a linen blazer to work, or with an embellished top and sky-high heels for a night-out. Meanwhile, the high-rise Tess jeans rendered in dusty blue make for a reliable everyday option.
Re/Done
You could sort through racks of clutter at a vintage shop to unearth the perfect pair of vintage jeans… or you could turn to the experts. Sean Barron and Jamie Mazur started Re/Done in 2014 by upcycling vintage Levi’s jeans and continues to update retro silhouettes with modern details and twists. As well as using upcycled and recycled materials, the brand also minimises water usage with its eco-friendly dying process.
Perfect for summer, Re/Done’s wrap denim skirt ticks all the right boxes. Wear with a baby tee for peak Y2K nostalgia or with the brand’s Pamela Anderson denim shirt. Part of its collaboration with the actress, this corset style denim shirt adds a chic Western flair to any outfit.
