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Addicted to Denim


 A good old pair of jeans, they’re ageless, classless and have come a long way from their anti-Establishment roots. Let’s face it, these days those not owning at least one pair of jeans are very much in the minority. A right pair can take you from day to night covering a broad range of social occasions.

While most of us are happy to make do with a classic pair from the likes of Levi’s or Gap, others like to dip into the very latest crop of independent brands. It’s practically a full-time job these days to keep up with the latest must-have labels. Denim, along with much of the fast-fashion scene, gets a regular going over in the styling department. Last summer it was all about faded worn-out washes – while this time around plain and dark denim rules.

Key styles on London’s streets:

Skinny, tight and low slung a la Kate Moss. Popular labels include – Radcliffe Denim, Earl Jean, Paper Denim & Cloth, Miss Sixty and Bobby Skinny Fit at TopShop.

Cropped for a summer flavour, many girls have been doing it for themselves giving old jeans the scissor treatment. Popular labels include: Gas Jeans, Fornarina, Chilli Pepper and Blue Cult.

White denim in keeping with this seasons fresh white mood, it maybe high maintenance but it sells nevertheless. Popular labels include: Gap, Lee Jeans, Diesel and Citizens of Humanity.

Straight leg and casual styles, as adopted by the boys, while the waist remains low there’s less of the bum exposing baggy crotch look. Popular labels include: Levi’s, Diesel, Gas, Howies, Edwin and Firetrap.

Choice, there’s plenty of it when it comes to denim. Selfridges currently sells 30 different brands, many retailing for over £100, madness you may think but when it comes to jeans the consumer is ready and willing to fork out for a great pair.

What’s your favorite brand?

Katie, Fashion Model: “I love Earl Jeans – they give the illusion of length.”

Ahmed, Make-Up Artist: “I always go back to Diesel, the cut is flattering and not too baggy and there’s always a good range to choose from.”

Helena, Beauty Therapist: “After trying lots of different brands I’ve found that Gap jeans are the most flattering for my bottom.”

Shazie, Stylist: “Seven jeans are definitely my top choice. A bit pricey but worth the investment, they somehow manage to make wobbly bits look great!”

Peter, Graphic Designer: “I’m a serial jeans wearer, so far, after many years of hardcore denim wearing I’ve found Evisu jeans last and wear really well.”

Denim’s popularity is set to continue next season with a bunch of designers giving the tough stuff a glam rock edge. Check out the likes of Dior Homme, D&G and John Richmond for some straight and skinny leg varieties.

Jeans are quite possibly the laziest option when it comes to those ‘what to wear?’ moments, dressed up and dressed down they can be seen the world over. From High Street versions to designer brands the choice is out there and by the looks of things it’s going to stay that way for some time.

By JoJo Iles






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