UK Women's Denim Obsession Fuels £3.2 Billion Market Driven by Gen Z

The United Kingdom's enduring passion for denim remains as strong as ever, with approximately 2.5 million women—nearly one in ten—donning their trusty denim pieces daily. This consistent demand fuels a significant market, with an estimated £3.2 billion spent annually on denim. Driving this sustained appeal is Generation Z, who are ensuring denim's relevance across all occasions, from practical workwear (17%) to surprisingly formal events like weddings (10%), according to a recent report commissioned by value fashion retailer Primark.

Geographically, the North of England is leading the charge in denim enthusiasm. Cities like Manchester and Newcastle are hotbeds of denim devotion, with 12% of Mancunians and Geordies reportedly owning ten or more pairs of jeans. This contrasts with the South, where classic styles tend to dominate, though London notably stands out as "the capital for baggy jeans," indicating a diverse range of preferences across the nation.

Further analysis of regional style preferences reveals distinct trends. While Southerners generally gravitate towards classic denim shapes, Northerners are more inclined to experiment with newer styles. Specifically, almost a quarter of Londoners (23%) favour baggy jeans, making them the most popular style in the capital. Birmingham’s denim aficionados prefer mom jeans, while Bristolians overwhelmingly choose straight-leg styles, with 62% opting for this classic cut. In Scotland, high-waisted jeans are the style of choice for nearly a third (30%) of women in Edinburgh, whereas Glasgow shows a preference for the low-rise look among 10% of its population.

Beyond regional tastes, a notable trend emerging is the embrace of double denim. Approximately 42% of women are now adopting this bold look, with Gen Z firmly at the forefront. This resurgence is largely attributed to the ongoing Y2K revival, which has brought back a strong sense of early 2000s nostalgia, making the double denim aesthetic fashionable once more.

When it comes to purchasing new denim, UK women prioritise comfort and fit above all else, with almost three-quarters identifying these as the most crucial factors. Price follows as the second most important consideration (55%), ahead of style (41%) and fabric quality (26%). These findings underscore a clear market demand for more affordable, high-quality fashion choices on the high street that effectively meet the practical and aesthetic needs of female shoppers.

Responding directly to these consumer insights, Primark has undertaken a significant overhaul of its latest denim collection. The aim is to satisfy the growing demand for improved fit and quality without the typical premium price tag. The newly refined collection features a curated selection of ten standout styles, meticulously designed to blend comfort, quality, and fashion-forward cuts. These pieces are offered at highly competitive prices, starting from just £12 for its Palazzo jeans.

This comprehensive refinement process involved over 18 months of dedicated work on fit, sizing, styles, and overall quality. To mark this significant launch, Primark recently debuted its first-ever denim advertising campaign, "In Denim We Can," across the UK. Concurrently, the Autumn/Winter 2025 denim collection has been rolled out in all 197 UK stores, including availability through its Click & Collect service, making its improved offerings widely accessible to consumers.