Mavi

You may not be familiar with Mavi jeans yet as they haven't been available in the UK for long. Mavi is a Turkish company which was founded in 1981. In recent years, it's made huge inroads into the US where it's one of the most popular jean brands with under 25s. Manufacturing is still based in Turkey and the jeans are available throughout Europe, the US and in Africa.

Mavi names each style after a person and so lets you choose whether you are an Amanda 457 (that's a waistless capri in dark nostalgia denim) or a Mariah 429 (waistless slim fit in nostalgia denim). Some Mavi styles come with their own individual pumice stones attached so that you can distress the denim yourself as much or as little as you like. In the UK Mavi is still pretty low key and hard to find but word of mouth is fuelling interest. Ask for them at your nearest independent boutique.

www.mavijeans.com