To kick off what Yahoo Style has dubbed Denim Week, we’re starting with basics: identifying the fashion industry’s top favorite brands. After all, denim is such an integral part of one’s wardrobe, we wanted to know which were leading the pack — whether you like your jeans skinny or straight-legged, high-waisted or low-slung, high-end or budget.
To determine the top 5 brands, Yahoo Style surveyed 100 women of varying ages from all parts of the industry — including fashion designers, influencers, editors from Who What Wear, Vogue.com and more, as well as publicists from companies including Hermès and Karla Otto.
Below, the final results.
No. 1: Levi’s
Levi’s holds the No. 1 spot in our denim survey. The iconic American brand is also the oldest brand in the Top 5 list, having launched in 1853, followed by the original blue jean release in 1873. And for over a century, Levi’s has proven its reign over the denim industry by remaining the most coveted jeans of fashionistas. As shown above, style icons like Rihanna and Bella Hadid are among the many celebrities who sport the little red tab. Popular styles among those surveyed included the 501, the 505, Levi’s Made & Crafted Empire Skinny, and just straight-up vintage styles. Who What Wear‘s editor-in-chief Kat Collings selected Levi’s as her favorite denim brand, as did Mode PR founder, Amanda Carter, who stated:
“I LOVE vintage Levi’s as my forever classics. I still have my dad’s pair he gave me from the ’70s.”
Established in 2004 by founder Jeff Rudes, J Brand began as the cult brand worn by fashionable women in need of the perfect skinny jeans (though the label’s flared denim style referred to as Love Story is easily counted as one of the brand’s biggest breakout styles). J Brand counts It Girls like Hailey Baldwin and even the Duchess of Cambridge as fans, and was chosen in our survey by influencers including Hermès PR Coordinator Emily Rose, who stated:
“My favorite jeans are the J brand Maria — it’s the high-waisted skinny jean. I think it’s the best high-waisted jean on the market, with enough stretch for however your body is doing that day.”
Taking the No. 3 spot is ultra-cool premium denim brand, Frame — established just five years ago by Swedish business partners Erik Torstensson and Jens Grede, who also notably founded the cultish fashion publication Industrie.
Torstensson and Grede had set out to create the perfect pair of svelte jeans after garnering experience in fashion marketing by starting the Wednesday Agency in 2003 (past clientele included Calvin Klein and H&M). The duo decided to headquarter Frame in the denim capital, Los Angeles, where they have since leveraged the company into a multi-million-dollar business that now counts Selena Gomez and Kate Bosworth as regular supporters. Jennifer Bett Meyer, founder and president of Jennifer Bett Communications, selected Frame as her favorite denim brand in Yahoo Style’s survey for one main reason:
“They are great for long-legged gals!”
Citizens of Humanity narrowly makes the fourth spot with just a one percent lead over Rag & Bone (in spot No. 5).
The brand was established in 2003 by founder Jerome Dahan, considered a veteran in the denim industry with more than 25 years of experience. Interview Magazine‘s senior fashion & accessories editor, Julia Gall, chose Citizens of Humanity as her overall favorite denim brand, while others in the fan base include celebrities Vanessa Hudgens, Kourtney Kardashian and model Chanel Iman. Editors and stylists from the Yahoo Style survey particularly loved the brand’s Liya style, while others called out the Wilfred collaborative collection, and its vintage washes
The fifth and final spot goes to Rag & Bone. Established in New York in 2002 by Marcus Wainwright and Nathan Bogle (who has since departed from the company), the label has successfully fused a British attitude with an American fashion staple. The brand, known for its signature washes and flattering silhouettes, has expanded its business to include shoes, accessories, fragrances, and more. Wainwright continues to lead the brand into its next exciting era, during which Rag & Bone’s denim collection will likely remain a core part of the brand — especially with A-listers like Gisele Bündchen and Jennifer Lopez repping the brand.