My first pair of “good” jeans cost three weeks of Saturday job wages from the local newsagent when I was 16. They were Diesel, low-rise (it was 2002, don’t judge me), and stiff as cardboard until I’d worn them approximately 437 times, at which point they molded to my body like a second skin. I loved those jeans with the pure, uncomplicated devotion of a teenager. I wore them until they literally fell apart at the seams five years later, by which point they were more patch than original denim.
Since then, I’ve had what can only be described as a denim obsession. At last count, I own 17 pairs of jeans, ranging from high-end Japanese selvedge that my boyfriend claims smell weird (they’re raw denim, that’s the point) to vintage Levi’s I found in a Los Angeles thrift store for $12. I have wide-leg, straight-leg, girlfriend, boyfriend, mom, and yes, even a pair of skinny jeans I keep for nostalgic reasons despite not having worn them since approximately 2018.
What I’ve learned over years of denim dedication is that price doesn’t always correlate with quality or happiness.
Some of my most-worn, best-loved jeans have come from high street brands, nestled between the party dresses and office wear.
I’ve also learned—through considerable trial, error, and changing room frustration—that every high street brand has its own denim personality. Some excel at certain cuts, others at washes, others at inclusive sizing or sustainability.
So in the spirit of saving you hours of pulling jeans on and off in sweaty changing rooms (is there anything more exhausting?), I’ve compiled my definitive ranking of British high street jeans. This isn’t just based on a quick try-on session—these are the results of years of wearing, washing, and living in high street denim. I’ve considered fit, quality, longevity, comfort, style, price point, and that indefinable quality I think of as “jean joy”—the feeling when you put them on and think “yes, these are going to be a faithful wardrobe friend.”
Let’s start at the top with what I consider the unsung hero of high street denim: Marks & Spencer. I know, I know—not the coolest or most fashion-forward recommendation to begin with, but hear me out. M&S denim is, pound for pound, some of the best quality you’ll find on the high street. Their Sienna straight leg jeans (£39.50) have been in my regular rotation for three years and show no signs of the dreaded saggy knee or faded wash. The denim has substance without being unwearably stiff, the cuts are consistently good, and they’ve quietly been making more trend-led styles alongside their classics.
What M&S does best is consistency and inclusive sizing. Their jeans come in short, regular, and long lengths as standard, and their size range (6-24 in most styles) is genuinely inclusive rather than a tokenistic gesture. For those with curvier figures, their “Magic Shaping” jeans actually live up to the slightly cringe-worthy name—the cut through the hip and thigh accommodates curves without gapping at the waist. Their jeans also tend to use cotton with a touch of elastane (about 2-3%) for comfort without ending up with that dreaded over-stretched look after one wear.
The runner-up spot goes to & Other Stories, which might be surprising given they’re better known for their dreamy blouses and dresses. But their denim game is strong, particularly if you’re looking for more trend-focused cuts and washes. Their straight-cut jeans (£75) are the closest I’ve found to vintage Levi’s on the high street—that perfect straight-leg, higher-rise cut that works with literally everything. The denim has substance, the washes look expensive rather than processed, and they hold their shape admirably through multiple wears.
The downside to & Other Stories is their limited size range (currently they only go up to a UK 18) and their price point, which sits at the higher end of high street. But if you’re a standard size and can invest a bit more, their jeans will pay you back with years of good service. They’re also making strides in sustainable denim production, with many styles now made using less water and more responsible chemicals.
Taking the bronze medal is Uniqlo, whose jeans are something of a fashion editor secret. Their EZY jeans (£34.90) are deceptive—they look like regular rigid denim but feel like you’re wearing secretly acceptable sweatpants. It’s witchcraft, truly. While the ultra-comfort styles won’t be for denim purists, their more traditional offerings are excellent quality for the price point. Their selvedge denim jeans (£44.90) are a particularly good entry point for anyone curious about more premium denim without wanting to drop three figures.
What Uniqlo does brilliantly is technical fabric innovation combined with classic design. They’re not chasing the cutting edge of fashion—you won’t find dramatic flares or extreme crops here—but their Regular Fit jeans are impeccably cut, and their Ultra Stretch range has saved me on many long-haul flights where the thought of sitting in rigid denim for 12 hours made me want to cry. The only downsides are the sometimes limited color options and the fact that their sizing can be inconsistent between styles.
Just missing out on the medals but still excellent is Arket, whose denim has the same Scandinavian minimalist aesthetic as the rest of their offering. Their Regular Cropped Jeans (£59) are my personal favorites—the perfect summer jean that looks as good with sandals as it does with boots in transitional weather. The denim is on the stiffer, more traditional side, which means it takes a little longer to break in but will retain its shape and look better with age.
Arket’s sustainability credentials are also worth mentioning—they’re transparent about their factories and materials, and many of their jeans are made with organic or recycled cotton. The downside is that the sizing tends to run small, and the cropped lengths can be challenging for taller women (I’m 5’8″ and what Arket calls “cropped” is sometimes “waiting for the flood” territory on me).
Weekday deserves serious recognition in the denim conversation. Their Voyage jeans (£40) have developed something of a cult following for their perfect high-waisted, loose-leg cut that somehow flatters just about everyone. They’re more directional in their style offering, making them perfect if you’re looking for more fashion-forward cuts like barrel legs or extreme wide fits.
The quality is excellent for the price point—I have pairs that have been washed countless times and still look good—and they’re making genuine strides in sustainable production. My only caveat is that they aren’t the most comfortable initially; most of their styles are made from rigid or nearly-rigid denim that takes time to soften up. But denim enthusiasts know that’s often the sign of a jean that will last the long haul.
H&M might seem like an obvious choice, but their denim offerings are wildly variable in quality. The standout from their extensive range is the Slim Mom jeans (£24.99), which nail that vintage-inspired cut at an accessible price point. Their Premium Quality range is also worth investigating—the denim has more substance and better recovery than their standard lines.
The advantage of H&M is the sheer range of styles and their commitment to more sustainable denim through their Conscious collections. The downside is inconsistency—I’ve had pairs that have lasted years and others that started to look tired after a few months. At their price point, however, they’re a good way to test-drive a trend before investing in a more expensive version.
Next has quietly been improving their denim offering over recent years, moving away from the thin, stretchy styles they were once known for toward more substantial fabrications. Their Enhancer jeans (£32) are particularly good if you’re looking for styles that lift and shape. They also deserve credit for their excellent tall range, which doesn’t just add length but recalibrates proportions for taller frames.
The quality-to-price ratio at Next is impressive, and their sizing tends to be consistent across styles. Where they fall down slightly is in more trend-led offerings—they’re great for classics but slow to adopt newer cuts and washes.
Zara is perhaps the most frustrating denim experience on the high street. When they get it right, they get it very right—their Marine Straight jeans (£29.99) are excellent, with good-quality denim and a cut that somehow flatters everyone. But their sizing is notoriously inconsistent, their length options are limited, and the quality can be hit or miss between seemingly identical styles.
What Zara excels at is being ahead of the trend curve at an accessible price point. If you want to try a new denim style without fully committing, they’re perfect. Just don’t expect the same pair to be available when you go back for a second—their stock turns over at lightning speed.
New Look deserves more credit than it gets in the denim department. Their Waist Enhance Tori jeans (£29.99) are genuinely impressive for the price point—good quality denim with clever seam placement that creates a really flattering silhouette. They’ve also expanded their size range significantly, now offering up to a size 28 in many styles.
The limitation with New Look is their tendency toward very stretchy denim, which is comfortable initially but can lose shape faster than more rigid styles. That said, if comfort is your priority and you’re on a tight budget, they offer remarkable value.
Topshop jeans, now available through ASOS after the brand’s demise, still maintain some of their former magic. The Jamie and Joni styles (£40) developed cult followings for good reason—they nailed that high-waisted, ankle-grazing skinny fit that defined the 2010s. The new iterations under ASOS’s ownership maintain similar fits but with improved sustainability credentials.
The downside is that they’re not quite the same as in Topshop’s heyday—some of the distinctive features like the perfect pocket placement have been subtly altered. They also tend toward the stretchy end of the denim spectrum, which means more frequent replacement might be necessary for everyday wear.
River Island rounds out the list with a respectable showing, particularly with their high-waisted styles. Their Molly jeggings (£42) are some of the most comfortable on the high street if you’re not quite ready to abandon the skinny silhouette. Their sizing is fairly consistent, and they offer short, regular, and long in most styles.
Where River Island falls down is longevity—in my experience, their jeans tend to fade faster than others on this list, and the stretchy styles can bag out after a few wears. However, they’re excellent for more trend-led, fashion-forward options that you might not want to invest heavily in.
Some general wisdom I’ve gathered from years of high street denim obsession: always size up if you’re between sizes with rigid denim (it will give with wear); check the cotton percentage (anything less than 90% cotton will stretch out more quickly); and don’t tumble dry your jeans unless you’re trying to shrink them (hang drying significantly extends their life).
Also, don’t be swayed by super low prices—truly cheap jeans are usually false economy. They’ll wear out faster, lose their shape more quickly, and end up costing more in the long run than investing in a slightly more expensive pair from the outset.
My final piece of denim advice? Treat finding your perfect high street jeans like dating—you might need to try several before finding “the one,” and what works for your friend might be all wrong for you. It’s a personal relationship, this thing between a woman and her jeans. But when you find that perfect pair, the ones that make you feel like your best self for £40 instead of £200, there are few shopping victories sweeter. And if anyone judges you for wearing high street denim instead of premium brands? Well, they’re probably not comfortable enough in their own jeans to be worth worrying about.
