The Denim Brands you Need to Know

Denim is one of those fabrics that have a place in all of our wardrobes. Whatever your age, shape and style, denim is quite often an outfit-building starting point for most people and given its unrivalled versatility, that comes as no surprise.

Our love for denim started back in 1873, when a certain gentleman named Levi Strauss created the first pair of blue jeans in San Francisco. These jeans, which were originally designed for gold miners, soon became adopted by other groups in the States – think cowboys and farmers in the 1930s – and it was only a matter of time before they became a covetable, fashionable piece of clothing.

nudie jeans

Jeans have been associated with cultural, historic and societal change through the past century like no other apparel has (just read our History of 501s article), and will continue to do so. Despite being such a staple and classic garment, jeans can prove to be one of the hardest things to buy; is the fit right, the style, the wash, the brand?

The amount of brands doing denim are endless, but there are few that stand out amongst the rest, including Japanese brand Edwin – the first company to create ‘stone washing’ and thus revolutionising the entire denim industry – and of course Levi’s, the original and still one of the best. Then there’s Gothenburg-based Nudie Jeans, a younger brand compared to other denim heavy-hitters, but with its strong ethical principles and exceptional quality, and J Brand – the leaders of the skinny silhouette. Discover the denim brands you need to know below.


A.P.C. jeans have a cult following all of their own, thanks to the brand’s use of premium denim and a no-nonsense, minimalist approach to design. The A.P.C. Petit New Standard, in particular, is the must-have style to have now, with a straight mid-rise, slim leg and fitted ankle (for a similar fit but a slightly less fitted ankle, go for the Petit Standard). The New Standard is your classic jean, with a straight leg and mid-rise, while the Low Standard features a straight leg and higher waist.

Shop the A.P.C. men’s collection on Coggles >>

Shop the A.P.C. women’s collection on Coggles >>


Edwin jeans styles come in everything from slim tapered to regular loose, and are marked with numbers too. Look to ED80 for a modern slim fit and slightly tapered leg, ED55 for a relaxed tapered fit and mid-rise, ED75 for a fit that sits between the two, and ED85 for a slim tapered fit with a low crotch (aka the new skinny).

Shop the full Edwin collection on Coggles >>

J Brand

LA-based J Brand is renowned for driving the skinny jean phenomenon, and is now regarded as one of the best denim labels for timeless styles and trend-driven designs, as well as optimum fit. Designed to fit close to the body for the ultimate figure-hugging silhouette, J Brand jeans are created with a slightly tighter thigh than usual to allow for give when wearing.

Shop the full J Brand collection on Coggles >>


You can distinguish a pair of Levi’s by the number it’s given. 501 is the original; it’s straight through the seat, thigh and leg, and sits just below the waist. Then there’s the new 501 CT (or Customised & Tapered) which is a tapered, relaxed through the thigh version of the original 501. For a stretch, skinny fit that sits below the waist and is extra narrow through the leg and to the ankle, 510 is your style, while 511 is a slim, skinny-but not-as-skinny fit.

The women’s collection has the additional 700 series too, which harks back to – and takes inspiration from – its original ‘Lady Levi’s’ from the 1930s. The series is organised by leg shape to suit every body type, ranging from the super skinny 710 and classic skinny 711, to the 712 slim jeans and 721 skinny with high waist.

Shop the full collection of men’s Levi’s on Coggles >>

Nudie Jeans

Never ones to follow the crowd, Nudie distinguishes its jeans styles and fits through names rather than numbers. First up, there’s Lean Dean, a straight slim fit with a normal waist and tapered leg, whereas Grim Tim is a straight slim fit with a narrow leg opening. For a tighter, narrower fit, choose Long John which sits low on the hip and is made from power stretch denim – or Thin Finn, which is slim from the hip and tapers down to a narrow leg opening. For a more regular fit, Steady Eddie has a normal rise and regular waist, with a straight leg that tapers slightly at the leg opening.

Shop the full Nudie Jeans collection on Coggles >>

Still not sure what to go for? Read our guide to buying jeans online and shop all women’s jeans and men’s jeans  on Coggles.

Words by Angharad Jones

Clare Potts

Clare Potts


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