February 3, 2023

While we might scour multiple stores in search of the perfect winter coat or pledge our allegiance to a number of different It bag brands, when it comes to jeans, we tend to couple up for life. Despite the fact that no one likes shopping for them (how do they manage to spark insecurity like no other item of clothing?), it’s worth the hunt, as once you’ve found The One, there’s no turning back.

The holy grail of good jeans lies somewhere in the middle of a Venn diagram covering fit, silhouette, comfort and, inevitably, cost. Recognising the needs of the masses by creating fashion-forward fits (especially for jeans) in technical, figure-flattering fabrics has only been achieved by a handful of brands. It’s rare to tick all the boxes, but when it comes to the best denim brands on the market, our editors and fashion friends know who’s who. 

As a team of prolific shoppers, here at Who What Wear UK, we’ve developed a pretty good sense of where to find the best denim. So to get the intel, we grilled four members of the team along with a few of our favourite fashion influencers to find out what brands they return to again and again for the best denim buys. Scroll down to see what they said.

Emma Spedding, WWW Editor

Emma Spedding wearing J Brand jeans

“J Brand has its reputation for a reason. Yes, they are expensive, but some of my J Brand jeans I’ve been wearing for over eight years. I love its cropped flares (the Selenas are a particular favourite), but also the straight-leg jeans are jeans I know I’ll wear for years and years to come. The quality of the denim is really impressive, and I’ve found they are the most durable out of any brands I’ve tried.”

Shop J Brand denim:
J Brand Selena Cropped Frayed Mid-Rise Bootcut Jeans
J Brand
Selena Cropped Frayed Mid-Rise Bootcut Jeans

These are a cult favourite.