5 denim brands to know now

Denim has long been a cornerstone of our closets, and for good reason. Achingly cool, easy to style, durable and super-versatile, it makes deciding what to wear for numerous occasions a breeze. Invented in the 1800s, jeans have long served as a uniform for everyone from rock-music legends to off-duty supermodels. In 1976, Calvin Klein caught on to the desirability of denim and became the first designer to send blue jeans down the runway; by the 1990s, plenty more luxury-fashion houses had given the humble jean a high-fashion makeover. Today, there are a plethora of labels dedicated to creating covetable denim; here are five of our favorites…

Look at Still Here’s Instagram page and you’ll find plenty of retro denim images to pore over. The reason being, label founder Sonia Beyda Mosseri has collected vintage jeans ever since her father gifted her a pair from the ’60s. Designed in NYC and consciously produced in LA, her vintage-inspired cuts and classic washes offer timeless denim with a modern twist: each pair is hand customised with painted stripes and chainstitch embroidery. The ‘Childhood Stones and Rocks’ style features stylish ivory stripes down the back of the leg. In a straight, super high-rise silhouette, they have a cool ’90s feel – pair them with complementary knits and loafers for a look that is at once laid-back yet statement-making.

Inspired by vintage shapes and supermodels, each of LA-based GRLFRND’s jeans are named in homage to female style icons, such as the ‘Cindy’ and the ‘Helena’. The ‘Devon’ pair have become a fast favorite for its retro high-rise cut, which has a leg-lengthening effect. To recreate off-duty supermodel style, pair them with a sleek blazer and chunky boots or barely there sandals.

Founded in California, Mother is renowned for its impressive supermodel following, soft fabrics, and ultra-flattering silhouettes. “We stand for having fun, and not taking yourself too seriously,” says Lela Becker who co-created the label with Tim Kaeding 10 years ago. Even the style names have a playful, feel-good spin, such as ‘The Weekender’ jean, which fit snuggly through the thighs then extend into a cool kick flare for an on-trend ’70s feel. Pair them with chunky knits and boyish brogues, or for a laid-back after hours look, style them with sock boots and a silk blouse.

Born in NYC, Rag & Bone’s 18-year legacy speaks volumes about its enduring popularity. For FW20, the brand made a welcome return to the New York runways and received high critical acclaim. With a design aesthetic based on “the easy elegance of classic British tailoring, the authenticity of American workwear, and the originality of our home city, New York”, the brand elevates everyday essentials with its timeless yet fashion-forward cuts. Take this yellow quilted poncho that is sleek enough to wear every day, but directional enough that it wouldn’t look out of place on the runway. Layer it over a ’90s-style ribbed knit, the label’s vintage-inspired ’Maya’ jeans and cool Chelsea boots for a look that is high-fashion but low-key.

LA-based label J Brand is one you’ve no doubt spotted on stylish women from models Christy Turlington Burns and Elsa Hosk, to actor Kate Bosworth. Its skinny jeans have long been a cult favorite with fashion editors, and its latest styles are wooing the style set too. There’s the ‘Joan’ – a high-rise, cropped wide-leg jean, which has gained popularity following the shift towards looser cuts in recent years. Meticulously faded and whiskered to create an authentic love-worn feel, these are the perfect weekend jean. It has been created using a wash process that uses on average 90% less water – a commitment from J Brand to make strides in greater sustainability. Pair the Joan with this season’s must-have lug-soled boots, the brand’s sleekly minimal ‘Drew’ leather jacket and a simple white T-shirt for a look that is effortlessly understated.

The new denim rules

Fall/winter 2020’s most covetable pieces