SI’m quick to say denim. The most popular canvas there is, loved by stylists, trendsetters and stars, is part of that small group of trends that never really go out of fashion. For this reason, there are brands that everyone, like it or not, knows. And new ones are born every day, with the aim of ride the blue wave.
Levi’s, Roy Roger’s, Diesel, to name some of the major denim players on the market, always and forever. And then the denim brands that over time have carved out a space for themselves in the wardrobe of fashionistas: just think of Frames, King/Done, Mother. Views and magazines? The solution in 2024 is to focus on new niche jeans brands, sought after and still not very popular. To stand out or expand the already vast choice of wardrobe.
They will be famous
The constant search for the perfect denim passes through new labels, long-standing labels undergoing restyling, small Italian or foreign denim companies, brands that focus entirely on style and/or manufacturing, specializing in sustainable, inclusive or simply glamorous denim. How to orient yourself?
Just take a close look at them storiesto the design and at collections to fall in love with it. In terms of original and at the same time minimal avant-garde silhouettes, the favorites of celebs, the name of Icon Denim: two stars as a logo, double meaning, glam and sustainability. The brand most loved by American celebrities (but closely linked to Neapolitan Made in Italy) offers a selection of models that have the names of the stars of the moment, from best sellers Poppy (Delevingne) with the tears to Pretty (Hadid) faded.
The most stylish in 2024? Californian jeans
Los Angeles is also the birthplace of Agoldeone of the 2024 niche jeans brands favored by trend experts: the premium denim brand offers many styles, from models balloon (like his La) up to baggy fits (like Low Slung, also worn by Rihanna). It also comes from California Slvrlake: his jeans are all made in the characteristic premium vintage indigo rigid, minimal and timeless. And they have already been spotted wearing the It Girls that matter.
On the other hand, it is worth remembering that the “case” Levi’s was born in 1853 in San Francisco, in California. But lucky and naturally cool origins aren’t the only standout feature of new denim brands to keep an eye on today.
Inclusive and sustainable
One of the models from the Good American “Always Fits” collection (Photo: Good American).
In 2024, the themes of inclusion and sustainability will advance in the approval ratings of Gen Z, X and Millennials: and the choice, in this case, is truly wide, if you know where to look. The name to note for non-canonical sizes is Good American. Founded in October 2016 by Emma Grede and Khloé Kardashian, is the first denim brand to offer designs made to fit women of all sizes. Highly inclusive, for Spring-Summer 2024 it brings the stretch collection back into vogue Always Fits. The aim, once again: to enhance all curves.
Green side, Tomorrow Denimdirectly from Copenhagen, was the first jeans brand to achieve double Nordic Swan Ecolabel and EU Ecolabel certification, the highest possible recognition in the field of sustainability.
A straight jeans model by Asket (Photo: Asket).
And the Swedes confirm themselves as pioneers of sustainable denim style, with brands like Asket (his motto: The Pursuit Of Less; i.e. buy less and better) e Jeanericafounded in 2018 by Lena Patriksson and Jonas Clason, ex H&M and Acne Studios, whose jeans mix zero-waste synthetic Indigo, upcycled collections, archive inspirations.
Revival brands on the crest of the wave
A shot of Lois Jeans SS2024 (Photo: Lois Jeans).
If jeans are also a question of history, it is impossible not to mention two contemporary revivals, which today are essentially rediscovered as trendy: on the one hand the legendary Lois Jeansloved by ABBA in the Seventies, brought back to life thanks to a far-sighted Dutch owner and modern models, but with a vintage touch.
On the other Closedborn in Italy thanks to the entrepreneur Aldo Ciavatta and the stylists Marithé and Francois Girbaud: the German ownership and over thirty years of history do not make the legendary lose its appeal Pedal Pusherthe resistant jeans for cycling too.
The 2024 Italian and artisanal jeans brands
Defending the local niche jeans category today are elegant denim brands such as Anaiithe jeans-sized poems by Haikureunisex Madeintomboy. Sophisticated, current, still little seen. For true experts in elegance on canvas.
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