As you swing by your local supermarket, how often do you stop to look at the clothes aisles?
If I’m honest, when I do a food shop, there’s no browsing involved for me. It’s in and out of the supermarket as quickly as possible, skipping anything I don’t really need and heading straight to the essentials. But with this very blinkered vision, am I missing out?
We all know if you’re heading to one of the big stores, they’ll likely have lots on offer alongside all their groceries, putting the convenience straight into convenience store. A side of knitwear and supermarket jeans to go with supper? Why not.
And with the cost of living crisis, we’re all tightening our purse strings and avoiding anything too frivolous.
However, when it comes to clothing, denim is on the essentials list. Especially at supermarket prices. Make the right choice, and you’ll have a pair of jeans for years, not just one season.
Does supermarket denim cut the mustard?
Price
In terms of price, supermarket jeans are competitive. High street rivals H&M sell jeans for around £25. Zara’s average price creeps up a bit to £30 and Mango to £35.
George at ASDA, Tu at Sainsbury’s and F&F at Tesco all sit within the lower price range of £15 to £25, while M&S have pairs ranging from £20 up to £45. The higher price point is because of their Sculpt & Lift™ technology – but more on that later.
Availability and returns
In terms of convenience, shopping for supermarket denim’s a piece of cake. You don’t need to be making any extra trips to Oxford Street to try endless pairs of jeans on (as we all know finding the right fit can be a nightmare.)
And you can avoid the hassle of ordering multiple pairs online with the added cost of returns, which isn’t sustainable for anyone, let alone the planet.
If you allow yourself a little more time on your next food shop, you can either try jeans on at the supermarket itself or wait till you get home (but you’ll be able to return them far easier on your next visit).
Style
Now on to the all important style. In the past, I’ve been put off by supermarket denim. Especially the rows of skinny jeans and endless jeggings. Although there are ways to style the noughties favourite skinny jeans, I now prefer a more relaxed straight jean, mom jean, or wide-leg style.
But, with a newfound mission to find the best supermarket denim, will I be eating humble pie?
It’s time to spill the beans…
Shop my edit of supermarket denim
Yes, all these outfits are from the supermarket (not just the jeans!)
Best value jeans: George at ASDA
Price: £14 – £20
Styles on offer: Skinny, straight, mom
For a straight-forward pair of straight leg jeans, these came out on top on our Eliza shoot day. Made from 99 per cent cotton and only 1 per cent elastane, this denim felt more rigid and thicker than the rest, which in my book equals expensive!
On my trip to ASDA, I did struggle to find any denim that wasn’t skinny or slim-fit but eventually found this pair. While I wouldn’t be shopping here for a pair of smart going-out jeans, I’d consider them for a comfy and sturdy pair for wearing in the day time and for weekend walks.
Shop the look
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Best for comfort: Tu at Sainsbury’s
Price: £15 – £24
Styles on offer: Skinny, slim, straight, mom, girlfriend, wide leg
This pair of Tu jeans were really comfy. I feel I could wear them all day long without the waist-band digging in, which is always something I look for when picking out jeans.
I was impressed by the range of clothes on offer from Tu as a whole, and particularly loved this quilted coat!
Next time, however, I’d like to try their Loose Fit Wide Leg jeans which are now back in stock, as this pair were slightly too stretchy (and verging on jeggings) for me.
Shop the look
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Best for a variety of styles: M&S
Price: £22.50 – £45
Styles on offer: Super skinny, skinny, straight, boyfriend, flared, mom, slim, wide leg, cigarette, bootcut, tapered.
I’ve got friends and family who swear by M&S denim and these jeans didn’t disappoint. I went for a classic style and the fabric was soft and one of the most sculpting. The “vintage-inspired” rinse was even, making them look more expensive.
I don’t doubt that these jeans will look just as good after a few washes too. Not only did they have a fashion-conscious finish to them (with stitching and button details), they’re also made from responsibly sourced cotton.
It’s reassuring to know that M&S are thinking in this sustainability-conscious manner when it comes to their denim, using less water, reducing chemicals and taking part in the Better Cotton Initiative.
They also win top marks for their denim selection, with the best range of styles and fits on offer from the supermarkets in store and online. Some of the more expensive pairs even have “Magic Shaping” Sculpt & Lift™ technology that uses stretchier fabric and stitching for an extra sculpted fit.
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Best for sustainable style: F&F at Tesco
Price: £17.50 – £25
Styles on offer: Skinny, slim, straight, mom, bootcut
Jeggings and skinny jeans take up a large proportion of styles F&F offer, but I picked out these mom jeans that came with a belt.
Out of all the jeans, I think I would wear these the most, especially with knits and rollnecks as we move into colder winter months thanks to the versatile and edgier grey wash. The mom fit was roomy and slouchy, so while I wouldn’t wear these for a dressed up occasion, they’d be perfect for the pub or relaxed drinks out.
F&F also support the Better Cotton Initiative and use Jeanologia techniques to make sure they’re using less energy and water to manufacture their jeans, making strides to improve the sustainability of producing their denim.
You can find clothes in Tesco stores, or buy online at Next.co.uk.
Shop the look
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My supermarket jeans verdict
Was my supermarket sweep successful? Yes, overall I was impressed by the quality of the jeans they all had to offer.
For a great fit at the lowest cost, the George at ASDA jeans definitely came out on top, at only £15.
In terms of denim quality, M&S and F&F were the most transparent, both working with the Better Cotton Initiative to improve how responsibly they source their fabric and produce their denim.
And for the best selection of styles and fits, it has to be M&S with a range that felt the most fashion-led.
If you have a jeggings phobia then you’ll still have to steer clear of those supermarket jeans aisles, but if you can look beyond them then you can find some very wearable, classic jeans.
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