Where We Keep Going Back to for Our Forever Jeans

While we might scour multiple high-street stores in search of the perfect winter coat or pledge our allegiance to a number of different It-bag brands, when it comes to jeans, we tend to couple up for life. Despite the fact that no one likes shopping for them (how do they manage to spark insecurity like no other item of clothing?), it's worth the hunt, as once you've found The One, there's no turning back.

The holy grail of good jeans lies somewhere in the middle of a Venn diagram covering fit, silhouette, comfort and, inevitably, cost. It's rare to tick all the boxes, however, every season the high street seems to get better at recognising the needs of the masses by creating fashion-forward fits in technical, figure-flattering fabrics. The mythical perfect pair is no longer out of reach.

As a team of prolific shoppers, here at Who What Wear UK, we've developed a pretty good sense of where to find the best jeans. To get the intel, we grilled four members of the team to find out what brands they return to again and again. Interestingly, everyone opted for a high-street label; however, within this, there is a wide range of opinions and tastes. Scroll down to see what they said.