Le Original Mid-Rise Recycled Cotton-Blend Denim Jeans

Swedish natives Erik Torstensson and Jens Grede founded FRAME in 2012, fusing East London's innate coolness (that's where they're based, after all) with Scandi minimalism. Cue the Le Original jeans. Paying homage to the 1980s, the straight-cut pair is whipped up from rigid cotton that's prepped to hold its shape and structure brilliantly. Oh, and they're handcrafted in L.A meaning each style is imbued with that air of Californian coolness.

• 85% cotton, 15% recycled cotton

It all started with one good pair of jeans – Le Skinny de Jeanne. The super-flattering style was soon spotted on supermodels like Miranda Kerr and Karlie Kloss, and the brand blew up. Today, Frame Denim focuses on flawless design with a European aesthetic – the French “dressed up casual” has become the label’s DNA.