Fashion / Fashion Week

Eight cult brands reinventing denim to know now

From 70s-inspired bell bottoms to the new LA-based labels nailing denim’s new look, say hello to the jean dream team 2.0.


A hit with the Insta-crowd (including next-gen supermodel Kaia Gerber), this LA-based brand specializes in ultra-cool mid-rise jeans with a S&M twist – think tassels, interchangeable belts, ties and chainlinks.

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Charlotte Top & Sam Pant in Raw Denim for #SS18

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E.L.V (East London Vintage) is to new sustainable line to know RN, creating covetable one-off styles using off-cuts of discarded pairs of jeans. The most eco-friendly option to update your denim wardrobe.

Boyish Jeans

Do-good jeans with a laid-back California aesthetic, Boyish are committed to using ethical and sustainable practices in the development and manufacturing of their farms, produced with sustainable fabrics and washes through an environmentally-friendly and cruelty-free process.

Vale denim

Introducing the Sydney designer elevating classic denim with subtle detailing – we’re all over the playful patchwork dress and jumpsuit for spring ’18.


Fans of the Scandi-cool aesthetic? Say hello to the new Swedish brand to bookmark this season. The Jeanerica Jeans & Co collection is affordable and features a perfect pair of 5-pocket jeans, to a full range of modern wardrobe staples including denim jackets, t-shirts and knitwear. “We said it would be so nice to do a collection that’s very focused on one product, that is not a lifestyle brand,” co-founder Lena Patriksson Keller told “Denim was quite a natural choice.”


In the Instagram age, it’s a rare to find a fashion designer averse to fame, but the anonymous 69 designer prefers to remain out of the spotlight – the non-demographic lifestyle brand focuses on genderless apparel, giving everyone something to play with.

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Happy V D 💙

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If David Bowie is your forever icon – this 70s-inspired brand from former Vivienne Westwood and Agent Provocateur PR girl Jess Morris is a particular find; positioning itself as ‘style with a soundtrack’. You can read our interview with Jess on Hunger TV here to find out more about Kate Moss’s best mate, Rockins’ future plans.


Using fabrics from the top mills in Italy and Spain, the emerging Brit luxury brand is your go-to for classic shapes, alongside more trend-driven silhouettes from light wash flares to street style approved ankle grazers.

22 February 2019