Denim in demand: 2.5 million women wear jeans every day with Gen Z behind the nation’s growing denim obsession

• The North is driving denim demand, with Mancunians and Geordies currently the owners of the most pairs of jeans in the UK – but when it comes to style, classic looks dominate in the South as London emerges as the capital for baggy jeans.

• Wherever you are in the UK, women are calling for comfort and fit as the top priority for finding the perfect pair – as Primark reinvents its new affordable denim collection to ensure great fit is across every style this Autumn/Winter season.

Wednesday 17th September 2025, UK - Denim is having a moment on the UK high street, with 2.5 million women (nearly one in ten) wearing denim every day – cementing denim’s role as a wardrobe essential, according to new research commissioned by Primark. With Brits spending a staggering £3.2 billion a year on denim, the nation’s love for denim is redefining fashion expectations, proving its versatility for almost any occasion.

Double denim goes mainstream

As UK women become more adventurous when styling their favourite denim pieces, more than a quarter (28%) of Gen Z fashionistas are feeling confident to rock a denim look at any occasion, from making first impressions at job interviews (18%) and first days at work (17%) to even potentially risking the wrath of the bride as a tenth of Gen Z fashion rebels (10%) are daring to wear denim to a wedding!

Starting out a fashion faux pas decades ago, to today being a mainstream denim look, over two fifths of British women (42%) now embrace double denim – with Gen Z firmly leading the way thanks to the Y2K revival trend bringing back this bold look with a strong dose of early 2000s nostalgia.

The great style divide

As denim fever sweeps the nation, it’s the North that reigns supreme after one in ten (12%) Geordies and Mancunians reveal they own an impressive 10 or more pairs of jeans – the highest in the UK. This is followed by denim lovers in Glasgow who are a close third for number of pairs they currently own.

But 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 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%).

Fit comes first

As to what’s behind the perfect pair of jeans, almost three quarters of UK women say it’s finding the right comfort and fit that’s the most important consideration when buying new denim. This is followed by price (55%), style (41%) and fabric quality (26%), highlighting the need for more affordable, quality fashion choices on the high street to meet the needs of female shoppers.

In response Primark has revamped its latest denim collection to meet rising demand for better fit and quality, without the premium price tag. After over 18 months of work to refine its fit, sizing, styles and quality, Primark recently launched its first-ever ‘In Denim We Can’ advertising campaign in the UK and Autumn/Winter 2025 denim collection in all 197 UK stores, including Click & Collect. Primark’s commitment to quality goes beyond style - every denim piece is rigorously tested to handle repeated wear and washing.

Mary Lucas, Trading Director of Womenswear at Primark, explains: “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. Why pay more for a pair of jeans when you can get the same quality and style for less? It’s never been more important to provide women with the affordable fashion they need, with the added reassurance it can also be stylish and high-quality."

The retailer’s new denim collection features a curated range of 10 standout styles specifically designed to combine comfort, quality, and fashion-forward cuts at unbeatable prices starting at just £12 for its Palazzo jeans.

Earlier this month, Primark unveiled its first ever fully integrated UK brand campaign – including its debut UK TV spot – to get consumers reconsidering how much they should have to spend to find the perfect pair of jeans. The dance-led spot follows women moving through their morning routines in Primark denim, set to The Slits’ 1979 cover of I Heard It Through the Grapevine. Running for six weeks across TV, out-of-home, in-store and digital, the campaign spotlights the confidence and joy of great-fitting denim, all at the prices Primark is famous for.