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Deconstructing the denim dilemma.
How Do You Do - Denim

streamlined collection of denim is like a breath of fresh air into your wardrobe. A well-organised, smarter edit where each pair of jeans fit perfectly and whatever outfit you're building, you have your best denim to hand. We've deconstructed the dilemma that is denim, and identified four key styles of jean that will fit, flatter and work with you and your wardrobe, whatever the occasion.

This is our fab four - the essential denim styles you can turn to all season, for every occasion. Both in shops and online, we can help you find the best fit for you, giving you advice on what styles suit you best.


Jade Jegging - White Stuff

Our skinny fit jeggings create a slimming silhouette on the leg and the soft, stretchy fabric creates the ultimate comfortable jean. Somewhere in-between a jean and a legging, the Jade Jeggings are designed for easy layering and relaxed styling, so they're perfect to pair with long tops, tees and tunics and the ankle skimming length is ideally suited to lo-top and hi-top trainers, or ankle boots for added height.

Dusty Fig
Jade Jegging
Jade Jegging Jean

Key Features

  • High-rise waist
  • Skinny fit
  • Soft stretch lightweight fabric
Shop Jade


Penny Bootcut - White Stuff

We've updated the bootcut shape to create the most flattering fit yet, and the dark denim wash makes for a cleaner, more refined finish if you're after a smarter style. With a mid-rise waist and a subtle slim bootcut shape from the calf to the hem, these classic jeans work well with just about every top you own, from boxy tees and tuck-in shirts to vests, cardigans and chunky knits. Pair with longer boots and heels for a longline silhouette.

Penny Bootcut

Key Features

  • Mid-rise waist
  • Fitted through hip, thigh and knee
  • Subtle bootcut shape
Shop Penny
Penny Bootcut

Abigail Straight Leg - White Stuff

With a classic straight leg fit and mid-rise waist, the Abigail style is super flattering and perfect for weekends on-the-go. The distressed denim gives these jeans a really relaxed feel, and they are cut straight from the knee to the hem, and slim through the hip and thigh. Style with a crisp shirt and your favourite boots for simple elegance.

Abigail Straight Leg
Abigail Straight Leg Jean
Abigail Straight Leg Jean

Key Features

  • Mid-rise waist
  • Slim through hip and thigh, straight fit from knee to hem
  • Regular leg opening
Shop Abigail

Skinny Minny - White Stuff

Super slimming and with plenty of stretch for all-important comfort, our skinnies are designed to hug and not to squeeze, so they're kept slim on the waist and hips, then narrower down to the hem. The easy-to-wear mid weight denim comes in a relaxed washed blue, and a darker shade for a smarter look. Pair with simple tees, shirts and blazers along with flats for a minimalist, contemporary style and tuck into biker boots and knee highs during colder weather.

Skinny Minny Jean

Key Features

  • Mid-rise waist
  • Fitted through hip and thigh
  • Skinny leg opening from knee to hem
Shop Skinny Minny
Skinny Minny
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