Welsh denim? It’s a thing with a kind of cult fashion status that style mavens dream of. Much like our great country itself, our denim output is largely built on hard work, strong talent and a refusal to do the bare minimum. From heritage brands that stitch in seaside towns, to influencer-founded bestsellers, these are the brands rewriting the rules right now.

Hiut Denim Co.

Hiut Denim Co. makes jeans in Cardigan, breathing new life into the place once known to be the home of Britain’s largest denim factory. Their philosophy is simple – to buy better, and wear for longer, and they even encourage customers to skip washing for six months as part of their no-wash club, to save enough clean drinking water for one person for 793 days.

The brand’s new line for women launches in April, having road-tested 49 pairs across the last year to perfect three new silhouettes that are distinct, confident and flattering. They’ll be known as the Mari, Edna and Astrid.

From £240

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Howies

Another West Wales denim brand, Howies, started back in 1995 to make high-quality, lower-impact clothing that’s soft and durable, with denim that’s designed to move with you, rather than restrict you. Choose from a variety of washes, including black, light and organic rinse.

The brand is owned and run by its employees, who are motivated by the need to keep their Welsh surroundings as lush as ever – so you’ll find that the award-winning clothing is always ethically produced using organic, recycled or natural fabrics wherever possible.

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Ambela

Carys Whittaker’s Instagram followers (all 2.8 million of them) were delighted at the news that she would be starting her very own denim brand a few years ago, resonating with her story of struggling to find jeans that actually fit.

With sizes 6-26 and four leg lengths, extra short to tall, the fit is far more considered than most, with relaxed straight legs to curve-hugging sculpts. The denim is built for real life, and is finished with a discreet back adjuster that nips in the waist for a super-flattering fit. We’ll take the lot!

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Hiut Denim Co.

Howies

Ambela

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Gotta Have It: Welsh denim that fits like a glove

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