Gen Z driving demand for denim says Primark

Gen Z is leading the UK’s ‘obsession with denim’, with more than a quarter (28%) “rocking the look for any occasion” - from workwear to weddings.

That’s according to new research commissioned by Primark, which launched its first-ever TV ad - titled “In Denim We Can” - at the start of September, focusing on 10 ‘hero’ jean styles for AW25. These range from refreshed skinny and straight cuts to more fashion-led shapes such as the barrel leg and ‘Palazzo’ style, with prices starting from £12.

According to the report, 2.5 million UK women are wearing jeans daily, with the UK spending a whopping £3.2 billion a year on denim.

There’s also something of a regional divide, with Scotland and the North of England leading ownership statistics (women in Newcastle and Manchester have 10+ pairs on average), while Londoners “embrace baggy jeans as the city’s top choice”.

Almost a fifth (18%) of Gen Z are wearing denim to job interviews, and 17% choose denim for their first days at work, while 10% even choose it as their attire for weddings.

Mary Lucas, Trading Director of Womenswear at Primark, said: “Denim is no longer just a staple - it’s a statement. Wherever you are up and down the country, we believe that women should be able to enjoy great jeans that fit well and can be styled up or down for any occasion, without a hefty price tag.

“Following customer feedback, we’ve reshaped our denim range to deliver perfect fits for everyday comfort - all while keeping them accessible to everyone.”

The wearing of double denim, once considered something of a fashion faux pas, is also now becoming mainstream once again, as over two fifths of British women (42%) are now embracing the look, often dubbed a ‘Texas Tuxedo’.

Gen Z is firmly leading the way with double denim, thanks to the Y2K revival trend bringing back the bold look with a strong dose of early 2000s nostalgia.

When it comes to style, Southerners are far more likely to go for classic denim shapes compared to Northerners, who are “a bit more adventurous” with exploring new styles.

Almost a quarter of Londoners (23%) say that baggy jeans are their favourite style, while ‘mom jeans’ are the most popular in Birmingham and straight-legs are the overwhelming preference for Bristolians (62%).

Meanwhile, for Scots in Edinburgh high waisted jeans are the city’s style of choice for almost a third (30%), and Glasgow comes out on top for favouring the low-rise look (10%).

Overall, almost three quarters of UK women say finding the right fit and comfort are the most important considerations when buying new denim. That’s followed by price (55%), style (41%) and fabric quality (26%).