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The Denim Brands That Fashion Editors Love

Story MFG

If you like your jeans like you like your casserole (slow-cooked, obvi) then you’re going to love this vintage-inspired brand that creates covetable, timeless, denim pieces that are worth investing in. They say, “we don’t work seasonally, and in some cases the fabric alone takes years to develop. We wait until everything is absolutely perfect before offering it to you. We’re the pickiest people we know – and we wont pick unripe fruits.” We say, hell yeah Story jeans… Shop the jeans here


Donna Ida

Don’t suit jeans? Think your figure just isn’t denim approps? Then you need to meet with denim guru Donna Ida, for she will find you THE most form-flattering jeans that your legs and arse have ever seen from the carefully curated selection on offer including her own increds new high-waisted IDA range . Founder of the eponymous denim boutique, Donna also hosts denim 'clinics' in the shop, where you can find your dream jeans without having a changing-room meltdown.  Shop the jeans here


ASOS Denim

Because ASOS have an innate ability to guess what you want to wear before you even know it yourself, this is our go-to site for new styles or washes. Flares? Yep, they’ve got loads of them, and are affordable enough that even after deciding you and bell bottoms aren’t BFF’s and put them on hold until the trend comes round again when you’ll probably give them another go, you and your wallet don’t care.  They also do great authentic knee-rips for when you can’t be bothered to distress your jeans yourself. Shop the jeans here


American Eagle

If you’re fed up of trying on jeans that aren’t true to size, can’t deal with annoying knee sag and find you have to wash your jeans all the god damn time in order for them to retain some semblance of shape, then you’re gonna love American Eagle denim. All the classic styles you could want, in a plethora of cool washes AND featuring high performance stretch technology that doesn’t bag, just acts like a second skin. Shop the jeans here


Paige Denim

Affectionately known as the ‘best butt’ jeans in town, Paige jeans are responsible for flattering an expansive amount of figures since the brands conception in 2004 (founder Paige Adams Geller was the most popular denim fit model in the bizz before she started the brand) and are still right up their on our tick list. We particularly like their ankle-scraping jeans, which show just the right amount of skin and are perf for summer. Shop the jeans here

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