Seven emerging brands reinventing denim to keep on your radar

Feat. Kaia Gerber’s new go-to label.

[F]rom 70s-inspired bell bottoms to the new LA-based labels nailing denim’s new look, say hello to the jean dream team 2.0…



MIMI PANTS @openingceremony

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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.


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.

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.



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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.”


#69us #fw17 has hit the floor ? of your fav stores ? ? @anthonyespinostudio

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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.


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.


On Wednesdays we wear white #saltspin #denim #luxury #style #campaign

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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.