In Focus

Denim Icons

Jeans are the style staple in every wardrobe, yet finding the perfect pair can be one of the most daunting of fashion discoveries. Evolving through a timeline of silhouettes then reappearing decades later, jeans are the one constant that we will wear throughout our lifetime.

We may have spent the last few years wiggling into skinny jeans but more recent denim trends have moved on from the slick spray-on styles to more relaxed and voluminous fits. Whilst we have managed to hold off the return of the daringly low cuts of the Noughties, we now see the revival of fits that our mums were proud to sport in their younger years. Nostalgic reminders of ‘90s mums wearing their trusty Levi’s 501’s, our new favourite jeans consist of high waist, straight leg and aptly named ‘mom’ jeans.

Regardless of current trends, we tend to maintain a broad range of shapes, cuts, fits and washes in our own denim wardrobe. From the ones we sat in a warm bath with as a teen to shrink, to the vintage pair we picked up in Brick Lane circa 2006, our favourite jeans seem to only get better with age. Despite the fact we may not still fit into some, we hold on to them for sentimental value and this is what spurs us to discover new pairs to make memories in.

Giving you some inspiration for your next favourite pair, we have handpicked a few designers that are creating some of the most desirable denim.

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FRAME

Starting life as just one pair of jeans entitled Le Skinny de Jeanne, FRAME swiftly became a firm favourite amongst the model set and then quickly made their way onto everyone’s jean Wishlist. Founded in 2012 by Swedish natives Erik Torstensson and Jens Grede, FRAME is an American-based brand with a strong collection of signature denim fits. With names such as Le Piper and Le Jane, the latest addition to the pack is Le Italian, a responsibly sourced denim that is entirely made in Italy using 40% BCI cotton and sustainable washes. Often taking inspiration from ‘70s icons, FRAME’s selection of jeans range from flared and bootcut to straight and skinny, making the decision even harder when picking your pair.

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GANNI X Levi’s

Fusing GANNI’s Scandi cool aesthetic with Levi’s all-American heritage comes a collaboration with a conscious message. Taking GANNI’s playful designs and adding a responsible twist, their exclusive Levi’s collection is crafted using innovative cottonized hemp, a cotton alternative that needs 70% less water to produce. When designing for this exciting partnership, GANNI designer Ditte Reffstrup took inspiration from her fellow Danes. With comfort and practicality informing the pieces, Ditte wanted to create sustainable denim that not only makes you feel good but has a timeless appeal. Made to last and with a smaller CO2 impact, the GANNI X Levi’s collection focuses on loose fit jeans and denim shorts with retro dual logo tops.

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AGOLDE

A descendant of a denim dynasty, AGOLDE was originally launched in 1993 by Adriano Goldschmied, the founder of Diesel, Replay and GAP. Originally entitled A.Gold.E, Adriano’s eponymous jeans brand was relaunched in 2014 by another godfather of denim, Jérôme Dahan. This 7 for All Mankind and Citizens of Humanity creator took AGOLDE back to its roots, reworking the brand’s signature to recreate the iconic styles from the ‘90s. Crafted with meticulous detail using innovative fabrics, AGOLDE’s jeans capture the authenticity and rarity of finding a vintage pair. With practicality as important as the design, Creative Director Karen Phelps seeks inspiration from classic silhouettes and after previously working at Levi’s and J.Brand, Karen is the ultimate expert on all things denim.

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RE/DONE

With a commitment to individuality, heritage brands and sustainable fashion, RE/DONE takes pre-loved denim and transforms it into something new. Using vintage Levi’s as their source of inspiration, RE/DONE appreciates the stories that lie within the jeans, the journey they have taken and the wearers that have loved them. Taking each pair apart at the seams, this reincarnated denim is then repurposed to create an entirely new pair, continuing the jeans’ story with a new wearer. A celebration of the past, RE/DONE jeans represent a vintage character with a modern fit, proof that Levi’s classics get better with age. Each pair is produced in limited quantities since each pair is handpicked and due to the differences in wear and wash, each pair is one of a kind.

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MOTHER

Taking inspiration from ‘70s California, MOTHER denim offers an indie spirit with an irreverent disposition. Made in Los Angeles, MOTHER was founded by denim veterans Tim Kaeding and Lela Becker with a determination to do denim differently. Using super soft fabrications, MOTHER jeans mix playful design with creative cuts and attention to detail. With names such as The Looker and The Rascal, MOTHER fuses comfort with rebellion, representing the free-thinking SoCal ‘70s style that informs their designs.

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PAIGE

Starting its journey as a premium denim brand designed by women for women, PAIGE set out to help women find their perfect fit. Born and raised in California, PAIGE takes its name from its founder Paige Adams-Geller, an ex-fit model who took on the challenge of creating her own denim brand in a male-dominated industry. Now a successful lifestyle brand across both men’s and womenswear, PAIGE is the denim that takes you from morning to moonlight. Effortless styles to dress up or down, PAIGE jeans are meticulously washed, designed and wear-tested to ensure they are built to last.

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Words by Alexandra Oliver