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.
"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."
"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."