When you hear the word denim, what do you think? For some, denim embodies a pair of jeans, the indigo-laden color of a fabric or simply a chambray-made shirt. However, denim is a sturdy fabric made from cotton using a twill weave. Essentially, what qualifies a fabric as denim is "the weave in combination with indigo-dyed yarn," shares the vice president of global design for Wrangler, Vivian Rivetti.
Denim can be classic, casual, elegant and even luxurious, but two iconic brands have paved the way for other designers in the jean revolution. Levi's was the first brand to create jeans for women in the 1930s. Whereas, Wrangler is a brand whose legacy was built on function, durability and authenticity for cowboys. Both brands epitomize the real essence of denim.
From its navy-faded look to its workwear influence, denim is part of most people's wardrobe. Whether you wear jeans for work, for style or to make a statement, there are numerous designs to choose from. "As these denim brands have both hit the mainstream, Levi’s is better known for a wider range of styles while Wrangler stays true to a smaller selection of options," shares style celebrity stylist Samantha Brown.
To understand their heritage, we asked experts to share their views on two famous brands and how to choose the right pair for you. Also, we asked editors to share their beloved pair of jeans, along with some expert-approved picks that will suit your individual style.
What is Levi's known for?
Levi's is an iconic brand and global leader in denim culture. According to Denim expert and designer of Hargan Denim Reagan Marelle Begley, Levi's has certain ingredients that help a shopper to identify the brand:
- Red Tab Branding: "The signature red tab and arcuate stitching on the back pockets are trademarks of the brand."
- The 501® Original: The 501® Original "is one of the most recognized jeans styles ever, setting the standard for straight-leg jeans," says Begley.
- First to reinforce with rivets: "Levi’s revolutionized workwear by adding metal rivets at stress points, increasing durability."
- Selvedge Denim & Shrink-to-Fit: "Levi’s introduced high-quality selvedge denim in early designs, which remains sought after by denim enthusiasts," adds Begley.
Levi's jeans approved by experts
Straight decisions: Levi's Wedgie Straight Fit Jeans
- Very well made
- Feels sturdy
- Little bit of stretch
Sizes: 23-34 | Washes: 11 | Material: 99% cotton, 1% Lycra
Brown says the Wedgie design is very popular at the moment because they are cropped above the ankle. "Denim styles are so personal to an individual's body type, so I recommend trying different styles before committing to a favorite!" This pair in particular is a bit shorter at the ankle area, so is ideal for those who love showcasing their sock game or want more room to don their boots.
Levi's jeans approved by editors
Flat the waist: Levi's Ribcage Straight Ankle Women's Jeans
- Flattering fit
- Comfortable fabric
- Runs a bit small
Sizes: 23-34 | Washes: 12 | Material: 99% cotton, 1% LYCRA
Editor Amanda Fama loves a pair of high-waisted jeans and says these "don't disappoint." She continues, "They're a bit stretchy, which is nice, and the boot-cut design helps showcase my favorite shoes."
This pair comes in multiple colors and the high-waist design helps define the waist with a flattering cut. And if you're looking for something to match your crop tops, this is the one.
Always custom: Levi's Premium 501 '90s Selvedge Women's Jeans
- Great fit
- Sturdy material
- Can bulge on crotch area
Sizes: 23-34 | Washes: 2 | Material: 100% cotton
I've been wearing these jeans since 2019 and they're still one of my favorites. While my pair looks totally different than its original iteration, they elevate my edgy style. With the help of Levi's Tailor Shop in Miami, I was able to customize the pair by adding new buttons, patches and a unique print inspired by Shepard Fairey. Whenever I want to make a social statement or elevate my casual look, I wear them. They are high-waisted so, it's ideal to pair these jeans with short tops as they bulge on the crotch area.
What is Wrangler known for?
Wrangler was designed for rodeo riders and ranchers in 1947. "The DNA really remains unchanged. We're about the spirit of the West and the connection of something real," shares vice president of global brand marketing for Wrangler and Lee, Holly Wheeler.
"Blue Bell industry hired Bernard Lichtenstein (aka Rodeo Ben), who was a rodeo tailor to create the perfect jean for the cowboy," says Rivetti.
Today, Wrangler shares a portfolio of innovative styles, including seven specific icons. But, how do you identify Wrangler jeans? "They have seven belt loops to hold the cowboy's belt higher. It has a folded seam, which means, a double needle stitched on the outside of the leg. It also has a coin pocket, engineered so it's high and tight at the waistband. It has the back yoke (V-shaped section on the back) of the jeans over to keep the wallet secured. It also has smooth rivets, to avoid scratching the saddle and finally, the '"W" stitch on the back pockets, signifying western wear," says Rivetti.
Below you'll find some popular Wrangler designs chosen by experts and editors.
Wrangler jeans approved by experts
Buckle in: Wrangler Cowboy Cut Slim Fit Jean
- Great quality
- Stretchy
- Size can differ
Sizes: 00-15 | Washes: 5 | Material: 100% cotton heavyweight denim
If you want something less flare-designed but still flattering, opt for these jeans. Begley recommends these "because it’s a vintage cotton jean with a super high rise that sits at the natural waist, similar style to the 501 ‘90s Levi." They have a bit more stretch which makes them easier to expand, adding comfort and an effortless style.
Wrangler jeans approved by editors
A bit of flare: Wrangler Retro Bailey High Rise Trouser Jean
- Stretchy matrial
- Very comfortable
- Needs steaming at the edges
Sizes: 24-35 | Washes: 3 | Material: 68% cotton, 20% polyester, 11% viscose, 1% elastane
Originally I chose a size 29 with a length of 32, since I wanted to style the pair with heels and boots. These jeans are super stretchy and enhance my bum area. Because of the stretch, it's easy to store some things into the pockets without complication. They are not as high-waisted and sit below the waist. I usually style this pair with a button-down shirt, a long-sleeve tee or a flowy top.
Wild west: Wrangler Bespoke High Rise Bootcut Jean
- Very stretchy
- Fits well
- Sizing can be tricky
Sizes: 25-34 | Washes: 3 | Material: 81% cotton, 10% polyester, 7% lyocell, 2% elastane
Production associate Audrey Ekman is living for the Western trend now and she recommends these bootcut jeans. "I'm a huge fan of Wrangler and jumped to try a pair from the brand's new Bespoke line that launched a few months back. These jeans were designed to stretch and accommodate accommodate curves, and eliminate gaps in the waist, which is a problem I usually have with jeans. They're flexible, comfy and flattering," says Eckman.
What features to look for in jeans
Jeans can be tricky to fit in, button up or simply style. No matter the brand you end up choosing, there are key components to look for when shopping for jeans. Begley says that jeans and jackets “should be designed for longevity, meaning they’ll mold to the wearer over time without losing shape or quality.”
- Fabric quality: Begley recommends choosing denim made from 100% cotton or a high-quality cotton blend with a very small percentage of elastane for comfort. “Look for ring-spun or selvedge denim for durability.”
- Stitching and construction: Look for "strong double or triple-stitched seams, chain stitching on the hem, and reinforced stress points (e.g., bar tacks at pocket openings)."
- Hardware: "Durable rivets at stress points, and well-secured button closure."
- Pockets: "Functional deep pockets with quality lining (e.g., twill fabric)."
- Fabric weight: "Mid to heavyweight denim (12 to 16 oz.) for structure and longevity."
- Sustainability: "Ethically sourced materials, water-efficient production, and responsible dyeing processes."
- Versatility: "A timeless wash that pairs well with multiple outfits, from raw and dark denim to vintage faded or distressed styles."
Frequently Asked Questions
According to CEO of Steamery, Frej Lewenhaupt, denim doesn't require washing after each wear since it's made from a cotton which is a breathable fabric. "Depending on how frequently you wear them, denim can be washed anywhere from once a month to once a year. The washing machine can age your denim prematurely so it’s best to avoid frequent washing to keep them in peak condition," says Lewenhaupt.
Brown and Begley also agree that denim should be off limits from the laundry room at least after 10 to15 wears. "A pro tip is to put them in a sealed Zipbag in the freezer overnight to refresh the fabric," adds Brown.
"Denim tends to lose its color or saturation in the wash, so use a gentle cycle on your washing machine or opt to handwash them," says Lewenhaupt.
Also, before you wash jeans, he recommends making sure the pockets are empty, the fly is up and you’ve turned them inside out as this will help preserve the color.
"Using the right detergent helps maintain the look, feel and longevity of your favorite denim pieces. To dry, I recommend hang drying instead of tumble drying as this can cause additional wear and tear on the fabric and impact the color," he adds.
However, always check the care label if your denim has adornments or other details that could get damaged in the washer.
"While not required, steaming your denim can help it regain its original fit if they have been stretched out. It can also be useful after washing as it will help make the fabric soft again. Steaming can be used to refresh denim in between washes as the steam removes bacteria and bad odors," says Lewenhaupt.
"If jeans are overstretched to the point where they’ve lost their shape, ripped past the point of no return or a very dated style or wash, it’s time to move on," says Brown.
Other things to look for are "large, unrepairable holes that compromise structure, sagging waist or stretched-out fabric that won’t snap back," adds Begley.
How we chose
We asked experts for key aspects and indicators of Levi's and Wrangler jeans. Each pair of jeans selected in this article has been tested by editors, and a few were selected by our panel of expertise.
Meet the experts
- Samantha Brown is a personal and celebrity stylist in New York City. Having worked over 1,000 fashion shows throughout her career, Brown uses her industry knowledge to translate fashion trends from season to season.
- Frej Lewenhaupt is co-founder and chief product officer of the Scandinavian clothing care brand Steamery.
- Reagan Marelle Begley is a denim expert and the designer of Hargan Denim, a brand focused on repurposed denim styles.
- Holly Wheeler is the vice president of global brand marketing for Wrangler and Lee.
- Vivian Rivetti is the vice president of global design for Wrangler.
