Destination Denim

As much as we are sad to see the end of the summer (if we’re even calling it a ‘summer’ with the distinct lack of sun for most of July and August here in London!), we are excited because Autumn means our favourite staple comes flooding back with full force into the shops: JEANS. The shops have stopped cutting off the legs of our beloved denim, and we can all breathe a sigh of relief about not having to worry about shaving and moisturising our legs every single evening anymore!

THEN AND NOW have just launched a specific page on their site totally devoted to denim. It brings together lots of inspiration from ‘destination denim’ Twitter, Instagram, Pinterest and Tumblr channels that have been created especially, as well as showing you some of their hottest new jeans in store. They are also hosting several events in store to help you find your perfect pair. We take our pick of the best denim muses as well as the most stylish denim garments THEN AND NOW has to offer…..

The ultimate muses: Marilyn Monroe shows us how to be effortlessly sexy in relaxed fit jeans, and Elvis Presley rocks the double denim!


Instagram snaps on the Destination Denim: lots of events going on in store: the chance to get your jeans customised, jeans so stretchy you can do yoga in them and delicious denim cupcakes!











Our 4 favourite pairs from Selfridges selection….From left to right:
Boot cut jeans by Citizens of Humanity, Coated jeans by J BRAND, Cobalt blue skinny jeans by Hudson, Exaggerated stitch navy jeans by True Religion

We’re also going a bit denim crazy at THEN AND NOW, having recently launched our first denim brand on the site, BLEULAB jeans. These jeans are extra special because they are REVERSIBLE, so you get two jeans for the price of one! We’re offering these versatile jeans in three different styles, as shown below which feature different shades, textures or prints on each side!