The Denim Brands Fit Guide

Denim has a place in all of our wardrobes. Whatever your age, shape or style, denim is quite often an outfit-building starting point 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 1930’s – and it was only a matter of time before they became a covetable fashionable piece of clothing. For everything you need to know about our selection, check out our denim brands fit guide.



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). 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 denim offering out there is endless, but there are few that stand out amongst the rest, including Japanese brand Edwin. Edwin are the first company to create ‘stone washing’ and thus revolutionising the entire denim industry. 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.

#1 A.P.C.

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, with a straight low-rise, slim leg and fitted ankle (for a similar fit but a slightly less fitted ankle, go for the Petit Standard). For women, the Tallie Jean has a lightweight feel with a low rise waist, a straight leg and a slightly cropped length they are a comfortable and flattering shape on all.

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

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

#2 Edwin

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.

Shop the full Edwin collection on Coggles >>

#3 J Brand

LA-based J Brand is renowned for driving the skinny jean and cargo pant phenomenon, and is now regarded as one of the leading denim brands for timeless styles and trend-driven designs, as well as optimum fit. Designed to fit close to the body for ultimate figure-hugging, J Brand jeans are created with a slightly tighter thigh than usual to allow for give when wearing. The Maria is the best selling style for J Brand, with rigid fit and high waist, these jeans sculpt to your body to create flattering silhouettes. If you’re looking for a more cigarette style fit, the Ruby is the jean for you, with comfort fit stretch fabric the Ruby is slightly cropped in a soft denim and the perfect every day jean.

Shop the full J Brand collection on Coggles >>

#4 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. Dude Dan is a modern take on the classic regular fit, providing a regular rise, button fly, straight leg and a slim leg opening. Versatile in form, the relaxed fit of Sleepy Sixten jeans can be worn both high on the waist for a more classic fit or low for a baggier look. Classic yet contemporary these Sleepy Sixten jeans in mid-wash look great paired with t-shirts and trainers for relaxed style.

Shop the full Nudie Jeans collection on Coggles >>

#5 Frame

Combining LA chic with effortless French girl style, Frame have been designing the ultimate ready-to-wear denim since it’s inception in 2012. With a variety of styles, fits and washes for everyone’s taste, choose from skinny fits, kick flares and classic straight leg jeans. With quality composition and a faded wash design on the thigh and bum areas, Frame jeans create flattering shapes to making every woman feel their best. These Le Sylvie Slender Straight Heritage Jeans feature a 70’s inspired faded indigo wash and whiskering on the thighs. Cut from comfort stretch denim the heritage jeans are designed with a high-rise waist and a straight leg for a more relaxed fit. Alternatively choose from Frame’s selection of skinny denim, made from super stretch cotton and cut with a high-rise and skinny leg.


Clare Potts

Clare Potts


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