I Tested Every British High Street Jean So You Don’t Have To – My Honest Rankings After Years of Denim Disasters

My relationship with jeans started badly. Really badly. Picture me at fourteen, crying in a Topshop changing room because nothing fit right and I was convinced I was somehow fundamentally wrong-shaped for denim. Fast forward seventeen years, and I now own what my partner diplomatically calls “an alarming number” of jeans – twenty-three pairs at last count, though I maintain several are “vintage investment pieces” and therefore don’t count toward my shopping ban.

Here’s what nobody tells you about sustainable fashion: sometimes the most ethical thing you can do is buy one really good pair of high street jeans instead of three cheap ones that’ll fall apart. I learned this the hard way after going through a phase where I was so obsessed with avoiding fast fashion that I’d only buy secondhand denim, which sounds noble until you’re spending every Saturday morning digging through musty charity shops looking for jeans that actually fit. Don’t get me wrong – I still thrift, but I’ve accepted that sometimes you just need to buy new jeans, and when you do, you want them to last.

So I decided to do the work. Over the past two years, I’ve systematically tested jeans from every major British high street brand, wearing them for weeks at a time, washing them according to their care instructions (and sometimes ignoring those instructions to see what happens), and basically treating them like the wardrobe workhorses they’re supposed to be. Some survived. Others… well, let’s just say I have strong feelings about brands that use less than 90% cotton in their denim.

Marks & Spencer wins this whole thing, which I know sounds like something your mum would say, but hear me out. Their Sienna straight leg jeans cost £39.50 and have been in my regular rotation for over two years now. I’ve worn them hiking in Scotland (not recommended, but it happened), through a Seattle winter, and on countless work calls where I needed to look presentable from the waist up but wanted to be comfortable from the waist down. They still look basically new.

What M&S gets right is the fabric composition – proper denim with just enough stretch to be comfortable without that horrible saggy-knee thing that happens with overly stretchy jeans. You know what I mean, when you put them on in the morning and they fit perfectly, but by lunchtime you look like you’re wearing someone else’s clothes? That doesn’t happen with these. They also come in three lengths as standard, which is revolutionary if you’re not exactly average height. I’m 5’7″ but with weirdly long legs, so “regular” is often too short and “long” is too long – M&S regular actually works.

The only downside is they’re not particularly trendy. If you want barrel-leg jeans or extreme wide fits, look elsewhere. But for classic cuts that’ll work with everything in your wardrobe and not look dated in five years? Perfect.

& Other Stories comes second, which surprised me because I usually associate them with impractical but beautiful dresses that I covet but never buy. Their straight-cut jeans are £75, so definitely pricier, but they’re the closest thing I’ve found to vintage Levi’s on the high street. The wash looks expensive rather than processed, and the fit is just… right. That perfect high-waisted, straight-leg shape that somehow makes everything you wear on top look more intentional.

I bought mine in dark indigo eighteen months ago and they’ve developed this gorgeous fade pattern that looks completely natural. The woman at the & Other Stories counter told me they use traditional dyeing methods, which apparently makes a difference to how they age. I don’t know if that’s marketing nonsense or not, but I do know they look better now than when I bought them.

The downside is they only go up to size 18, which is frustrating because the fit is so good. They’re also definitely an investment piece rather than something you buy on impulse. But if you’re looking for grown-up jeans that’ll last years, they’re worth saving for.

Uniqlo gets third place and honestly deserves more recognition for their denim. Their EZY jeans are like cheating – they look like proper rigid denim but feel like the most comfortable sweatpants you own. I wore mine on a ten-hour flight to Tokyo last year and genuinely forgot I was wearing jeans until I caught my reflection in the bathroom mirror. It’s some kind of fabric sorcery.

For more traditional denim lovers, their selvedge jeans are an absolute steal at £44.90. I bought a pair expecting them to be a compromise – cheaper selvedge that wouldn’t be as good as the expensive Japanese stuff I usually covet. Turns out they’re excellent. The only issue is Uniqlo sizing can be inconsistent between styles, so you really need to try things on rather than ordering online.

Arket deserves a mention for their Regular Cropped jeans, which have become my default summer jean. They’re £59, so mid-range price-wise, and they’re made with organic cotton, which matters to me even though I know it doesn’t matter to everyone. The denim is on the stiffer side initially – I had to wear them for about a week before they really started to feel comfortable – but now they’re perfectly broken in and still look crisp.

My only complaint is the sizing runs small. I usually take a 29 waist but needed a 30 in these, and even then they were snug for the first few wears. Also, what they call “cropped” is genuinely cropped on me, which is fine in summer with sandals but can look weird with boots.

Weekday’s Voyage jeans have developed this cult following on Instagram, and I understand why. They’re £40 and they nail that effortlessly cool, high-waisted loose fit that looks good on basically everyone. I was skeptical because loose-fitting jeans can go very wrong very quickly, but these somehow hit the sweet spot between relaxed and sloppy.

They’re made from rigid denim, which means they’re not particularly comfortable for the first week or so. I actually questioned my purchase after the first wear because they felt like wearing cardboard. But rigid denim breaks in better and lasts longer, so I persevered. Now they’re some of my most-worn jeans. Just don’t expect immediate comfort gratification.

H&M is hit or miss, which is frustrating because when they get it right, they really get it right. Their Slim Mom jeans are £24.99 and genuinely excellent for the price. I’ve had a pair for over a year and they’re holding up well despite regular wear and washing. Their Premium Quality range is also worth checking out – the denim feels more substantial than their regular lines.

The problem with H&M is consistency. I’ve bought identical styles in different colors and had completely different experiences with how they wear and wash. It’s a gamble every time, but at their price point, it’s not a huge financial risk. Just manage your expectations.

Next has quietly improved their denim game over the past few years. Their Enhancer jeans are £32 and actually live up to the name – clever seaming that creates a flattering silhouette without looking obviously “shaping.” I was cynical about the whole concept but they genuinely work. Plus their tall range is excellent if you have proportionally long legs rather than just being a bit taller overall.

Zara is the most frustrating brand on this list because they make some genuinely excellent jeans mixed in with absolute garbage, and there’s no way to tell which is which until you’ve worn them for a few weeks. Their Marine Straight jeans are brilliant when you can find them in stock, but Zara’s inventory turnover is so fast that your perfect jeans will probably be discontinued by the time you need a replacement pair.

Also, their sizing is completely chaotic. I’ve tried on three pairs of the same style in the same size and had three completely different fits. It’s maddening. But when Zara works, it really works, and they’re usually ahead of trend at an accessible price point.

New Look deserves more credit than it gets. Their Waist Enhance Tori jeans are £29.99 and genuinely impressive quality for the price. They’ve also expanded their size range significantly, which matters. The main limitation is they tend toward very stretchy denim, which feels great initially but can lose shape faster than more rigid styles.

Topshop jeans, now sold through ASOS, still have some of their former magic but they’re not quite the same. The Jamie and Joni styles that everyone was obsessed with in the 2010s are still available, but subtle changes in fit and construction mean they’re not identical to the originals. Still good, just… different.

River Island rounds out my list with their Molly jeggings, which are basically the most comfortable jeans on the high street if you’re not ready to give up the skinny silhouette entirely. At £42 they’re reasonably priced, and the sizing is consistent. The downside is longevity – in my experience, River Island jeans fade faster and stretch out quicker than others on this list.

Few things I’ve learned from all this jean testing: always size up if you’re between sizes with rigid denim, because it will give with wear. Check the cotton percentage – anything less than 90% cotton will stretch out more quickly. Never tumble dry your jeans unless you’re actively trying to shrink them. Hang drying extends their life significantly.

And honestly? Don’t be swayed by really low prices. Truly cheap jeans are usually false economy. They’ll wear out faster, lose their shape quicker, and end up costing more in the long run than investing in a slightly better pair upfront.

My final thought: finding the right jeans is weirdly personal. What works perfectly for me might be completely wrong for you, and that’s okay. But when you do find that perfect pair – the ones that make you feel put-together and comfortable for £40 instead of £200 – it’s one of the best shopping victories there is. And if anyone gives you grief for wearing high street denim instead of premium brands? They’re probably not comfortable enough in their own jeans to be worth listening to anyway.