Before you even think about buying a pair of new jeans, a denim jacket, or some denim shorts, you need to decide which of the best denim brands you’re hitting up first – and how much time you’re willing to dedicate to the cause.
That’s why we’ve put together the ultimate directory of labels for you, explaining their heritage, what makes them so special, and the celebrities who are loyal followers of each.
Top tip: it’s best to start with a budget in mind, as the cost of good denim can quickly spiral. That’s not to say you need to spend a fortune – there are obviously some great high-street offerings for less than £100 – but consider the longevity of what you’re buying and you might want to consider investing a little more.
The denim brands celebrities are currently endorsing? Re/Done as loved by Gigi Hadid, Reformation which is adored by Kendall Jenner, and Mother – which Meghan Markle can’t get enough of.
Since the 00s, the best denim brands have been the ones we’ve spotted on our fave A-listers. Pics of them grabbing an Erewhon or Starbucks in their jeans can do wonders for the sales and reputation of a label, y’know.
As for where to shop them? California is the home of both ‘it’ girls and denim, so most premium brands have their studios and production teams based in or around the state because of that. Levi’s and Gap, for example, were both launched in San Francisco, while FRAME, Citizens of Humanity and Good American are all LA-born.
Want to know which of the best denim brands is worth your attention RN? Keep scrolling.
LA-based Agolde was originally founded in the 90s but had a relaunch in 2014 by Jerome Dahan, the brains behind Seven For All Mankind and Citizens of Humanity. It’s particularly loved for its slouchy, vintage-inspired jeans (those barrel leg jeans, in particular) and has a long list of celebrity fans, including Rihanna and Gigi Hadid.
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This brand was a mainstay in paparazzi photographs throughout the Noughties, as it was founded in 2000 by Michael Glasse, Peter Koral and Jerome Dahan, aiming to bring a luxury approach to California denim. Even Prince Harry has been seen wearing Sevens, which are distinguishable thanks to a distinctive squiggle logo on the back pocket. If you are after a slouchy pair of straight-leg jeans, you’ll struggle to top the Tess.
Meghan Markle selected a pair of skinny Mother jeans for her first public appearance with Prince Harry at the Invictus Games. This LA-based brand, which was founded in 2010, is routed in archive imagery of California in the 70s.
Levi’s jeans will likely need no introduction, as they are so iconic Beyoncé’s Cowboy Carter country album even includes a track named after this American uniform. In 1873 the founders Levi Strauss and Jacob W. Davis created the first Levi’s® 501® jean, a style that remains just as classic 150 years later, whether you buy new or vintage.
Paige Denim has a long list of celebrity devotees, from Taylor Swift to Beyoncé to Rosie Huntington-Whiteley (who even collaborated with the brand on her own capsule). It was founded by Paige Adams-Geller, a former fit model who throughout her career learned lots of small details that go into making something the perfect fit. The mantra in the design studio is still to this day – “Great fit never goes out of style.”
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Good American was founded by Khloe Kardashian and Emma Grede with a focus on body positivity and creating jeans that are size inclusive and tailor the body, as it caters to size 00 to 32. “I wore body-con dresses at my biggest, but one thing I could never wear in my size was denim,” Khloe told Glamour US in 2016 about why she launched Good American. “I wanted the jeans that all my sisters wore, but boutiques didn’t go up to size 10, so trying their jeans on made me feel like shit. I was always embarrassed about that, which is so messed up. I love that I am doing something about it now,” she said.
Toteme was launched in 2014 by Elin Kling and Karl Lindman and creates an everyday uniform for those who favour a minimalist aesthetic. Think grey crew-neck jumpers, sweeping camel coats and stylish tank tops. Of course denim is a staple in any minimalist’s wardrobe, and so although not technically a denim brand, it’s loved for its cropped wide-leg jeans and mom styles.
On the high street, it doesn’t get more iconic than Gap, which launched in San Francisco 1969 with the aim to create the perfect pair of jeans. Ever since it has had many significant moments in popular culture – in 1992 a group of supermodels wore white Gap jeans and shirts on the cover of Vogue for its 100th anniversary issue, while in 2003 Madonna and Missy Elliot starred together in a Gap advert. In 2014, Gap has a new burst of energy as Zac Posen was appointed as the creative director.
Most LA It-Girls, like Kendall Jenner and Kate Bosworth, have had at least one Goldsign moment. The brand was founded in 2005 by Adriano Goldschmied, who has an impressive denim empire and co-founded Diesel in 1978. It had an overhaul under the creative direction of Karen Phelps and is now a go-to for directional, fashion-forward silhouettes that have a focus on tailoring.
Meghan Markle loves Frame’s cropped skinny jeans and owns them in a variety of washes, from ivory to black to classic indigo. Gigi Hadid, Reese Witherspoon, Bella Hadid and Selena Gomez are all fans of Frame, which was founded in 2012 by Erik Torstensson and Jens Grede. It prides itself on its premium fabrications and responsible manufacturing, along with a focus on fit and classic denim silhouettes.
If you love the look and feel of vintage denim, then Re/Done is the brand for you. Each pair is crafted from a pair of vintage Levi’s, creating a worn-in feel and softness, but with more tailored and modern silhouettes. It’s arguably the label that features the most in celebrity off-duty looks, as the likes of Dakota Johnson, Gigi Hadid and Emily Ratajkowski all turn to it for their vintage-coded denim.
When Reformation launched in 2009, it re-tailored vintage pieces in its store in Los Angeles – and so it’s not surprising that denim has become a key part of its story and ethos. It only started making Ref Jeans in 2017, with a focus on recycled cotton blends and practices that reduce water usage, and now denim is one of its most-loved fabrics. Its jeans are loved by Kendall Jenner and many fashion editors, however the summer dresses, skirts, co-ords and jackets are just as note worthy.
For quality denim on the high street, start your search at Weekday. It creates classic vintage-inspired fits and uses rigid denim crafted from organic and recycled cotton. The most popular style is undoubtedly the Rowe jeans, a pair of straight-leg, high-waisted jeans inspired by the ‘90s, which have become an influencer staple. They also come in different leg lengths (a saviour for tall jeans and petite jeans), so you don’t have to worry about the admin of having your new jeans taken up.
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This is another brand from the H&M group which has a focus on denim and that you can rely on for quality and fashion-forward cuts. Every fashion editor and stylist rates Arket for its beautifully cut jeans, from the baggy Cloud jeans to the cropped straight-leg Jade. Plus, all styles are under £100.
