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The Best Denim Brand You Probably Don’t Know About

A “celebrity-approved” denim brand that lives up to its hype.

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A woman wearing a black shirt and Parker Smith jeans Photo: Parker Smith

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When it comes to denim, the market is saturated. For every 7 For All Mankind or Citizens of Humanity, there are probably a dozen lesser-known brands trying to make their mark. (Hence, why my denim contact list needs constant updating, lest it look like a fashion graveyard.) The choices can be a little dizzying and great brands can be missed. One name that should be on your radar? Parker Smith.

Launched in 2014, Parker Smith’s founder was frustrated with the fits offered by premium denim makers and set out to create a brand “for contemporary-minded women of all shapes.” The label focuses largely on mid and high rises, and the waistbands are contoured (or curved), which makes all the difference if you have a butt and you want jeans that don’t gap when you bend down or sit.

In addition to the fit, Parker Smith has done its due diligence with regard to fabrics and how the jeans are made. It focuses on denim blends that wear well and won’t stretch out, with comfort and softness always top of mind. (Fact: I wear mine for days in a row without washing.) In addition to every piece being made in the US (Los Angeles, to be precise), the brand recently introduced its Oxygene fabric, which uses half as many chemicals as traditional denim. Parker Smith also has a fade-resistant “Eternal Black” that contains recycled polyester.

For premium denim, Parker Smith starts at the lower end of the category’s price spectrum, retailing between $128 and $198.

As it turns out, I’m not alone in my appreciation for this dark horse of the denim industry. In addition to celebs like Gigi Hadid and Lupita Nyong’o incorporating the brand into their regular rotations, Erin Fetherston tapped the label to collaborate on a ten-piece capsule that debuted on her spring runway and is set to hit stores at the end of February. So it’s time you know: Parker Smith has officially arrived.

Watch: What Makes a Great Pair of Jeans