19 of the best Australian and New Zealand brands doing denim
IMAGE VIA @__marle/INSTAGRAM
WORDS BY Maeve Kerr-Crowley
Denim jackets, jeans and more.
It’s only an ever-so-slight generalisation to say that everybody loves a bit of denim. A pair of jeans you feel great in is one of the most important pieces in your wardrobe – but it’s also one of the hardest items to find. They have to have the right fit, the right cut and the right wash. It’s a mysterious science that baffles and breaks down even the strongest of shopping wills.
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Fortunately, Australian designers seem to love denim as much as we do and there are a plethora of local brands making great jeans. We’ve rounded up some of our favourite labels below, so the next time you’re in the market for denim you know exactly where to look.
Outland Denim
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Outland describes itself as ‘founded on high ground’ – both in a geographical sense (on an Australian mountain top) and an ethical one. The founder intended to create jobs for women who needed them and shake up the more unsavoury parts of the fashion industry. Now the brand sells great jeans that last through even the most vigorous wear and provides stable, ethical employment to victims of sexual exploitation.
Dejour Jeans
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If you’ve ever driven through Brunswick, you’ve likely seen a line of people eagerly waiting to check out Dejour Jeans. The brand has been around since 1989, balancing its popularity with a ‘local secret’ vibe due to its limited online presence. It’s known for a wide range of silhouettes in multiple washes and its in-house tailoring service, which ensures your jeans fit perfectly before you even leave the store.
Maggie Marilyn
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New Zealand label Maggie Marilyn offers sustainable, staple denim pieces (like the Freddie Jeans). Made from Lyocell and recycled cotton, the label’s denim is designed for durability, comfort and wardrobe versatility. Maggie Marilyn only makes a select few denim pieces every year, so keep an eye on the brand’s Instagram.
Nobody Denim
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Melbourne-born and Melbourne-beloved, Nobody Denim is committed to local manufacturing, sustainable resource usage and refined staple designs. Covering all the denim bases with jeans, jackets, denim shorts and skirts, the range is intended to sit comfortably between contemporary streetwear and premium fashion. The brand is now also stocked in New Zealand, so our neighbours can get in on the fun.
Alpha60
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Sibling-run brand Alpha60 is a staple of the Melbourne fashion scene, operated out of a small Collingwood studio. Denim is a huge part of the signature Alpha60 look. The brand’s jeans are of the non-stretch, comfortingly-structured variety, available in a range of silhouettes and fun-yet-versatile colours as well as the standard light-mid-dark wash options.
Emma Mulholland on Holiday
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The thing most people think of when they think about Emma Mulholland on Holiday is the Sydney label’s range of funky patterned pants. While checks, cow prints and campy beach florals are a staple of the brand, both its signature silhouettes – the Kokomo Pant and Vacation Pant – are also available as reliable ol’ blue jeans.
Neuw
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Merging the best parts of Australian and Nordic design, Neuw is a modern denim brand that’s all about “putting cultural integrity over profit”. References to 100 years of archival designs, traditional tailoring and vintage sensibilities are combined with modern fits and meticulous detailing. The brand is also known for collaborating with emerging artists, designers and musicians to bring something new and exciting to each collection.
Denimsmith
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Denimsmith is the collaborative output of veteran Australian designers and makers. The label makes every garment in Melbourne out of the highest quality denim available. The brand is accredited by Ethical Clothing Australia and can be shopped in person at its Fitzroy store. Denimsmith pieces are also all made locally, with production run in-house at a factory in Brunswick East.
Bassike
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Some of the best brands are formed when a designer spots a gap in the fashion market. Bassike is one of those brands that designs high-quality, sustainably-sourced wardrobe staples. Denim was added as a pillar of the label back in 2007, and the range now includes a small but considered selection of fits in classic washes and fun shibori-style tie-dyes.
Assembly Label
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Assembly Label is a coastal-inspired brand that champions the capsule wardrobe. It’s all about quality materials, natural luxury and silhouettes that never fail. The label’s denim range uses lightweight, pure cotton for easy wear, offering denim jeans, jackets and denim shorts in a signature colour palette.
Peachay
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Peachay targets a very specific demographic of shoppers, but it’s a demographic that plenty of people likely fall into – those who can’t find jeans to fit their shape. Designed for those whose thighs and butt are bigger than their waist, the brand makes jeans that are fitted through the waist but roomy down below. Once you’ve figured out your Peachay fit, you have a couple of silhouettes to choose from, as well as denim shorts and mini skirts for the summer.
Marle
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Blending form and function, conscious womenswear label Marle makes pieces to be worn over and over again. The label’s collection is comprised of different cuts of jeans, jackets and button-up shirts, made from organic ridged denim. Outside of the typical shades of white, charcoal and blue, you can shop Marle’s deep washed plum colour.
Par Moi
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Melbourne label Par Moi takes the idea of slow fashion seriously, working without the restraints of collections and using deadstock fabric in its designs. The brand’s denim offering is a little unconventional, taking an upcycled approach and creating a patchwork effect. A mix of washes and colours ensures that any Par Moi denim garment will be unlike anything else in your wardrobe, making them the perfect statement styles.
Rolla’s
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Although Rolla’s has found global success, the influence of its Australian roots never goes away. There’s a casual confidence and a focus on comfort that Australians do better than most… that spirit is infused in all the brand’s jeans. An impressive range of silhouettes have been perfected over the years, all with a bit of vintage inspiration that makes them timeless and versatile.
Ksubi
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Ksubi is a globally renowned label and a cult streetwear favourite, known for its signature denim range. The brand describes its style as ‘unfussy’ with a touch of irreverence. Jeans, jackets, denim shorts and skirts are the foundation of every collection, paired with graphic T-shirts, dresses and tops… your everyday uniform in one place.
Flowers by Sister Studios
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Flowers is a fresh denim capsule collection exclusive to local label Sister Studios. Crafted on slow fashion principles, the Flowers Denim Jacket is the first item released, with more thoughtful pieces to come. Made mindfully in Melbourne, each piece is considered, timeless and made to be loved for years to come.
Permanent Vacation
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Permanent Vacation has chosen to take things slow – operating on an on-demand basis, this Melbourne label produces its collections in small batches. In avoiding overproduction, Permanent Vacation lovingly shapes sustainably sourced or deadstock fabrics into classic, trans-seasonal pieces made to live in your wardrobe for a lifetime.
Penny Sage
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Made by designer Kate Megaw, independent Auckland-based label Penny Sage combines structure and style in its timeless, classic collections. Made in Aotearoa, Penny Sage offers romantic-yet-structured silhouettes for a comfortable daily uniform.
Kowtow Clothing
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Founded in 2006, Kowtow’s clean and classic collection is built, sewn and supplied with ethical manufacturing in mind. Specialising in a high-rise fit, boxy denim, Kowtow’s range spans jeans, hats and jackets, featuring beautiful contrast stitching and certified Fairtrade materials.
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For more on sustainable denim, head here.
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