As a fashion assistant, I’ve tried just about every denim brand out there – from the timeless staples everyone knows to the coolest, most under-the-radar labels. Each has their own take on fit, fabric and style. But not every brand gets it right.

Through plenty of trial and error, I’ve realised that finding the perfect pair of jeans isn’t always straightforward. Some denim brands have comfort nailed but miss the mark on style, while others offer options that look great but fall apart after just one wash.

That’s why I’ve rounded up the denim brands that never fail to disappoint me, consistently serving the best fit, premium quality and dreamiest designs. Whether I’m in the market for a classic straight-leg jean, a barrel-leg cut or a bolder look like the bootcut – a 90s favourite that’s making a big comeback – these brands always deliver. 

Tired of endless denim searching? Bookmark this list to make your next hunt that little bit easier. 

1. Khaite

If you remember those photos of Katie Holmes hailing a taxi in Manhattan, looking effortless in a brown cardigan and matching bra, then you’ve seen Khaite in action. That moment sealed the New York label’s cult status and it’s only grown from there.

Designer Catherine Holstein has perfected the art of city-chic denim that makes you feel like an It girl as soon as you put it on. Made from dark blue denim with a high rise and sleek fit, the Danielle jeans are one such example. They sell out fast, so if you’re eyeing up a pair, I’d be quick. I’d also recommend sizing up as they tend to run on the small side.

2. Toteme

If you’re into Scandi street style, you need to have this brand on your radar. Founded in 2014 by Elin Kling and Karl Lindman in Stockholm, Toteme has become a go-to for stylish pieces you’ll want to wear every day. Think classic striped knitwear, the brand’s viral cosy scarf coat and impeccably cut denim.

Consistently nailing the stealth-wealth look, it’s no surprise Toteme has a loyal following among fashion’s most stylish insiders – Kaia Gerber and Jennifer Lawrence among them. 

3. Paige

It feels like everyone in the fashion industry owns a pair of Paige jeans, alongside fans like Drew Barrymore, Taylor Swift and Beyoncé. The brand was founded in 2004 by Paige Adams-Geller and is known for its focus on fit and comfort. Personally, my favourite Paige silhouette is the Alexis. These jeans are supremely cool and casual, especially when paired with sleek silver trainers and a bomber jacket. 

I’m also really into the Anessa jeans and have already added them to my spring/summer 2025 wishlist. With their roomier fit and vintage feel, they’re perfect for a boho look. I’ll style them with cowboy boots, a chic prairie-inspired blouse and a fringed hobo bag.

4. Haikure

When it comes to a brand that always feels ahead of the curve without chasing throwaway micro-trends, Haikure is the one to know. I’m completely obsessed with everything this Italian label creates, from distressed boyfriend-style jeans to maxi skirts and chic culottes.

My current favourite Haikure jeans have to be the Winona. They strike the perfect balance between baggy and structured, making them so easy to wear. But now, I’ve got my eye on the heavily embellished version covered in studs – I can’t stop thinking about how good they’d look with matching Alaïa-inspired embellished ballet flats and an oversized white shirt tucked in.

5. Nudie Jeans

Founded by Maria Erixon in Sweden in 2001, Nudie is all about great denim with a strong focus on sustainability and creating long-lasting, responsibly made pieces.

The Heidi jeans are the perfect everyday style: trust me, once you have them, you’ll wear them constantly. They come in a gorgeous rich blue wash that works just as well with a casual T-shirt and jumper as it does with a dressier top and oversized blazer.

Images: Getty; courtesy of brands