Read my lips

Our jeans brands and why we love them

Portrait - Danielle Ward

Danielle Ward

Copy producer, Online Fashion

A key foundation piece in every one of our wardrobes, a perfectly-fitting pair of denims is an absolute season-to-season essential. Forget the trend-led styles we covet for a matter of a month or two, I’m talking about the last-forevers; those perfect skinnies, straight legs and bootcuts we’re on a constant, never-ending search for, often because it’s so tricky to navigate our way through the endless number of pairs out there.

Our selection of jeans brands spans from the body-conscious Salsa and editor-favoured 7 For All Mankind (offering incredible cuts designed to quite literally lift and tuck), to pairs catering for the long and lean or beautifully curvy. To simplify, and hopefully solve your search, we’ve rounded up 7 of the notables in a bite-sized list below, to give you some insight on what’s special about them all.

  • Not Your Daughter’s Jeans

    Not Your Daughter’s Jeans

    The game-changers. Boasting an amazing Lift Tuck Technology® which actually succeeds in making you look, and feel, one dress size smaller. The bottom is lifted, the belly flattened, and contours are smoothed for a fit like no other. Cuts range from skinny jeggings to bootcuts, colours from indigo classics to winter reds.

  • Salsa


    Offering jeans with a ‘triple-effect’ technology, these beauties are designed with one goal in mind, to ‘be your second skin’. Made for real women with rounded bodies, their super-high waists push in and shape, adapting to all types of curves. Featuring a secret built-in tummy panel which works to slim and streamline the silhouette, these are perfect for smoothing curvaceous proportions.

  • Levi’s Curve ID

    Levi’s Curve ID

    A range dedicated to solving the dreaded issues of pinching and back gaps, which so often come with differing degrees of curve from waist to bottom, Levi’s Curve ID includes 3 types of fit, Slight, Demi and Bold. These are easy to assess; neater, narrow frames favour the Slight, Demi styles suit balanced hourglasses, whilst the Bold perfectly moulds around shapelier pears.

  • 7 For All Mankind

    7 For All Mankind

    LA based and widely acknowledged as the company to put California on the premium denim map, 7 For All Mankind offer all the classics we love in a seriously soft, beautifully fitting denim, boasting a vast array of washes, finishes and a super-stretchy construction. Try their skinnies for the ultimate stretch and sleek, minimal detailing.

  • A Gold E

    A Gold E

    Designed and manufactured in LA, from sewing to the washing process, A Gold E prides itself on offering contemporary, premium quality denim at prices to love, boasting lightweight stretchy cottons and all our favourite cuts and rises to suit every shape. Soft, supple and modern, they’ll fast become your day-to-night staples.

  • Lee


    Lightweight, forgiving and leaner in cut, Armani Jeans boast iconic labelling and sleek fits, sitting traditionally higher at the waist for a narrower, long-legged frame. Showcasing a serious range of slim and skinny fits in predominantly darker washes and a 34” leg, they’re a chic and
    timeless choice.

  • Salsa


    With a cut, colour and wash to please all, Lee offer the ultimate selection of lightweight, form-fitting skinny and straight styles, from the hugging ‘Scarlett’ Skinny to the classic all-occasion ‘Marion’ Straight Leg in dusty blacks, camels and faded blues. Styles come in both a 33” and
    31” leg.

  • Boss Orange

    Boss Orange

    Denim designed for leisure, Boss Orange’s jean offerings feature classically slim, figure-hugging fits, stretch constructions and predominantly low waists for relaxed, urban casualwear.

  • AG Jeans

    AG Jeans

    Combining a modern design sensibility with a classic sophistication that transcends seasons, Adriano Goldschmied Jeans have emerged as a cult favourite since their launch in 2000. Evolving from a premium denim brand to a contemporary lifestyle brand, AG’s reputation remains firmly rooted in soft stretch denim with a supple, contouring edge.

  • Five Units

    Five Units

    Designing pieces to be ‘worn at anytime’, Copenhagen-based brand Five Units offers styles ranging from high-waisted classic skinnies in light blues and jacquard blacks, to whiskered and worn boyfriend fits and leather-look finishes.