These Are the Best New Denim Brands, Period


(Image credit: @kristenmarienichols)

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.









Next: See nine ways to boost your Instagram selfie likes.

Associate Director, Special Projects

Kristen Nichols is the Associate Director, Special Projects at Who What Wear with over a decade of experience in fashion, editorial, and publishing. She oversees luxury content and wedding features, and covers fashion within the luxury market, runway reporting, shopping features, trends, and interviews with leading industry experts. She also contributes to podcast recordings, social media, and branded content initiatives. Kristen has worked with brands including Prada, Chanel, MyTheresa, and Luisa Via Roma, and rising designers such as Refine and Tove, and her style has been featured in publications including, Vogue France, WWD, and the CFDA. Before Who What Wear, Kristen began her career at Rodarte, where she worked on assistant styling, photo shoots, and runway shows, and at Allure, where she moved into print and digital editorial. She graduated from the University of Southern California, where she studied art history and business, and currently lives in New York.