UK denim market tops US $ 4.32 billion as Gen Z drives demand, finds Primark

Gen Z consumers are at the forefront of the United Kingdom’s growing obsession with denim, with more than a quarter (28%) wearing jeans “for any occasion” – from the workplace to weddings – according to new research commissioned by Primark.

The findings were released alongside the launch of Primark’s first-ever television campaign, “In Denim We Can”, unveiled at the beginning of September. The advert highlights ten ‘hero’ jean styles for Autumn/Winter 2025, ranging from refreshed skinny and straight fits to fashion-led silhouettes such as the barrel leg and palazzo style, with prices starting from US $ 16.

The study found that 2.5 million women in the UK wear jeans daily, with national spending on denim reaching US $ 4.32 billion each year. Ownership levels vary by region, with women in Newcastle and Manchester averaging ten or more pairs, while Londoners favour baggy jeans as the city’s top style.

The research also revealed that denim is becoming increasingly versatile in younger wardrobes. Almost one in five (18%) members of Gen Z wear denim to job interviews, 17% opt for it on their first days at work, and 10% even wear it to weddings.

Mary Lucas, Primark’s Trading Director for Womenswear, said the brand’s approach reflects the changing role of denim in women’s fashion. She stated that denim had evolved from a staple into a statement, and that the company’s reshaped range was designed to deliver improved fits for everyday comfort at accessible price points.

The study also suggested that the so-called ‘Texas Tuxedo’, or double denim, is no longer a fashion faux pas, with 42% of British women now adopting the look. Gen Z has played a leading role in the resurgence, driven by Y2K nostalgia.

Regional preferences were also highlighted, with Southerners opting for more classic shapes and Northerners favouring adventurous styles. Baggy jeans were reported as the top choice for nearly a quarter (23%) of Londoners, while straight-leg styles dominated in Bristol (62%). In Birmingham, ‘mom jeans’ were the most popular, while in Scotland, high-waisted jeans were preferred in Edinburgh (30%) and low-rise styles found more followers in Glasgow (10%).

Nationally, nearly three quarters of women identified fit and comfort as the most important factors when buying jeans, followed by price (55%), style (41%) and fabric quality (26%).