What makes a new denim brand worth paying attention to? For one, it’s a telltale sign you’ll want to add it to your shopping cart if our editors stop and take notice. First, all of the editors at Who What Wear spend a good chunk of time each week sifting through freshly launched labels on Instagram and retailers online, so we are well versed in things that are bubbling up across the internet. But we’re also taking meetings with new brands all the time, so we’re seeing pieces just as they launch—or even before.
So, what are the latest denim labels our editors can’t stop talking about? Ahead, check out 10 new jean brands on our radar right now, from the nearly sold-out jeans that have our editor in chief’s eye to the anti–skinny jeans beloved by celebs like Bella Hadid and Rosie Huntington-Whiteley. Shop our edit of the best that’s new in denim at the moment.
"There's a reason these body-skimming two-tone jeans are almost constantly sold out. There's still one size left in this colorway. What are you waiting for?"
"While his collections don't focus only on denim, Matthew Adams Dolan's expertly cut high-rise jeans are currently sitting at the top of my shopping list. With celebs like Gigi Hadid and Rihanna often spotted in his designs, this new label is set to be big."
"While the brand isn't new, Alice McCall's recent foray into denim is one of my favorites. The jean pieces are the perfect combo of retro and forward."
"Stevie Dance launched Feel earlier this year and already scored the celeb stamp of approval by Bella Hadid and It girl Devon Carlson."
"For the son of AG co-founder, it only makes sense for Samuel Ku to break off and start his own line, CQY. The denim mogul launched his label with clean and modern silhouettes."
"Slvrlake is the buzzy new brand I have my eye on. Its jeans look authentically vintage, which I love because I'm not much of a vintage shopper."
"TRE by Natalie Ratabesi is the cool-girl denim I'm always looking for. The line has tons of wearable yet striking denim options plus all the perfect counterparts to go with every pair. It's a wardrobe win-win in my book."
"The designers of B Sides became experts in reworked vintage denim before launching their line, so they poured all that knowledge into making new pairs with the fit and quality level we haven't seen since the '70s. The result: the perfect vintage-inspired feel without searching far and wide."
"Jean Atelier makes a mean pair of wide-leg jeans if your skinnies could use a bit of a break. Since launching less than a year ago, the brand has already racked up plenty of celebrity fans, including Rosie Huntington-Whiteley, Bella Hadid, and Olivia Culpo."