Denim Diaries
A guide to Wrap London’s denim collection
Iconic and eternal, no other fabric combines the practical with the glamorous as denim does. Loved for its versatility, comfort and timeless style, denim has been a key part of our collections since we founded in 2002.
Wrap London denim is a celebration of quality, craftsmanship, and sustainability. From classic five-pocket jeans to utility-inspired skirts and jackets, we thoughtfully design denim to blend timeless style with modern functionality. This season’s collection introduces a mix of rigid and comfort stretch denim, made from 100% recycled cotton, offering rich textures and unique washes. Whether you’re drawn to the structure of rigid denim or the softness of something more fluid, our denim range provides versatile options for every occasion.
Most of our denim styles are crafted from 100% recycled cotton, one of the most planet-friendly choices, helping to reduce land use, water consumption, and energy. Our recycled cotton fabric is made from a blend of 80% pre-consumer and 20% post-consumer cotton. This means that 80% comes from unused materials like fabric offcuts or yarn-spinning waste, while 20% comes from discarded cotton garments recycled back into fibre. If we can’t use recycled cotton, we only use Turkish cotton, sourced from a fabric supplier committed to sustainable innovation and environmental advancements. From growing or recycling the cotton to spinning, weaving, sewing, and washing, each step of creating these garments is done locally in Turkey.
The Rigid Denim Collection: Sustainability Meets Style
Our rigid denim is a standout feature in this season’s collection. Made from 100% recycled cotton, the rigid denim comes in three striking colours: two indigo shades and one black wash. The indigo denim is crafted to achieve different washes - one deep and dark, and the other a brighter blue, offering a variety of rich blue tones. The black wash, made from a white and black twill, creates a subtle salt-and-pepper look that adds depth and texture to the fabric. These rigid denim pieces provide a durable and structured fit, making them perfect for creating clean, tailored silhouettes.Though the rigid and comfort stretch denim are made from the same weight fabric, they offer distinctly different looks and feels. Rigid denim provides a more structured, vintage-inspired feel, while comfort stretch denim allows for added flexibility and a softer finish, ensuring a perfect fit and ease of movement.
Key Styles in Rigid Denim
A core shape for the collection, the boyfriend jean combines a high-rise fit with a straight leg, offering a versatile and easy going style. Available in both indigo and black washes, this jean can be dressed up or down - paired with a loose, oversized shirt for a laid-back vibe or styled with a more fitted top for a polished look. Add a belt for a more tailored finish or roll up the hems to reveal a flash of ankle.
This jean features a high-waisted, cropped straight-leg design, perfect for showcasing your footwear. With its five-button fly and classic five-pocket styling, it’s detailed with a distinctive let-down hem that gives it a casual, ankle-crop finish. Available in dark mid vintage and washed black washes, it’s an excellent option for anyone looking for a fresh take on the classic straight-leg silhouette.
For a more utilitarian style, the horseshoe jean offers a high-waisted, cropped fit with vertical seams and panelled details that give a nod to traditional denim craftsmanship. Featuring zip pockets on the front leg and ticket pocket, this jean is as functional as it is fashionable. It pairs perfectly with a neat-fitting top or a loose, casual T-shirt, and can be styled with trainers or sandals for a relaxed, everyday look.
Denim Skirts – fashion meets function
For denim aficionados, a skirt provides another way to wear it. The ZU52 midi skirt offers a modern twist on the classic pencil skirt with its slightly wider hem and a more casual, utilitarian feel. Featuring panelled seam detailing, twin-needle stitching, and a four-button fly, it’s available in an edgy black wash. It can be styled with tights and boots for colder months or paired with trainers on warmer days. Easy to style with socks and loafers or bare legs and sandals.
The ZU53 maxi skirt provides a cool fishtail-A-line silhouette, complete with five-pocket traditional styling and angled seams above the knee. Its pointed back pockets and curved front pocket opening add those Wrap London details that elevate the design. Pair it with boots or trainers, layering it with tights for additional warmth in the winter months. It’s perfect for creating both casual and polished looks, whether styled with a relaxed T-shirt or a neater-fitting top.
Sustainable Fabrics and Ethical Design
Our commitment to sustainability is evident in the choice of materials used throughout the denim collection. The ZU50 wide-leg jeans, made from a planet-friendly 78% cotton and 22% lyocell blend, offer a drapey, lightweight finish that’s perfect for creating relaxed, chic looks. The ZU57 hemp-cotton shirt, made from 55% hemp and 45% organic cotton, is designed with non-traditional denim styling, featuring pearl popper fastenings and patch pockets. These fabrics contribute to the overall sustainability of the collection, ensuring that style and sustainability go hand in hand.Wrap London’s denim collection strikes a perfect balance between contemporary designs with timeless appeal, provide excellent comfort, and give confidence in our commitment to sustainability.