Despite fashion terms like ‘wardrobe essentials’, menswear mainstays actually have a habit of changing over time. Where Don Draper-esque suits once hung is now probably a luxe hoodie or a pair of tailored joggers.

However, there are a few constants: think the white T-shirt, leather jacket and desert boots. Chief among these is denim, which over the last 140 years has been everything from a workers’ uniform to a symbol of rebellion and a fashion statement.

Cementing its position as a go-to denim destination on the high street, Topman has rolled out a new campaign for SS17, titled ‘All The Jeans’, showing off the retailer’s new and updated range of cuts, fits and washes. Each one, well, essential.

To celebrate the launch, the retailer is also offering £10 off any second pair of jeans until 24 April 2017*, so you can walk away with a pair and a spare.

The Standard

Denim’s greatest asset is its versatility, and nothing hits the sartorial middle ground better than something labelled ‘The Standard’. Far from boring, this regular-fit jean with a straight hip and leg provides the perfect blank canvas for design details such as raw edge hems and subtle marble washes.

The Original

Denim had some great moments in the nineties, and some not so great moments. All of the vintage appeal (with none of the Timberlake two-piece), Topman’s brand new Original style references the era with a relaxed cut, high waist and straight leg in a traditional light, mid and black wash.

The Taper

Sometimes it would be easier for guys with bigger thighs to skip trousers altogether. Although, we think that may be impractical (if not illegal). A smarter solution is Topman’s Taper fit, which is straight through the hips but features a leg that narrows towards the ankle to accommodate muscle without added bulk.

The Super Spray On

Inject some rock ‘n’ roll energy into your day-to-day looks with the Super Spray On jeans. Snug yet pliable denim paired with a range of washes and design details such as slashed knees and rip-and-repair patches ensures moves (and looks) like Jagger.

The Carpenter

Jeans have long been worn by the manliest of men: cowboys, miners and, in this case, carpenters. Helping to nail the workwear look with a hand from, well, handymen, Topman’s newest addition – the Carpenter – is cut from heavier denim in a straight leg and is even finished with functional hammer loops.

The Wide Leg

Taking note from Japanese streetwear, Topman’s Wide Leg fit gives air time your Air Max’s (or whatever other kicks you decide to wear). The extreme relaxed shape is anything but baggy thanks to a long rise and cropped hem, perfect for guys who constantly split their jeans.

The Stretch Skinny

There’s a fine line between skinny jeans and I-can’t-feel-my-legs jeans. Fortunately, Topman’s Stretch Skinny line-up is loaded with elastane to offer some extra give, sitting skinny on the hips with a tapered fit to ensure the style is more form-fitting than leg-losing.

The Stretch Slim

Day-to-day denim needs to tick a lot of boxes. It should be simple, but not boring. Well-fitting, but not too tight. Be interesting, but not make a statement. And above all, it should go with absolutely everything. Meet The Stretch Slim, which comes in no fewer than 17 iterations – tick, tick, and tick.

Shop the full denim range now in store and online at

*Discount applied automatically at the checkout. T&Cs apply, see website for full details.