Prices raise eyebrows and fabrics feel softer this season, as high-street denim shifts gear and shoppers weigh value.
I spent launch day on the shop floor in London, feeling seams, checking stretch and stress-testing zips. Here are the five pieces that stood out for price, fit and everyday use.
Why this drop matters now
Primark has put denim centre stage for autumn, promising comfort and cut without premium tags. The range spans 10 new styles, with jeans starting at £12 and plenty of tops and layers to match. The retailer’s brief focused on fit, comfort, style and materials, and the rails reflect that. Think wide legs, flares, straight and barrel shapes, plus oversized shirts, jackets and waistcoats.
The brand’s team made a clear point at the London preview: shoppers often pay more than they need to for basics like denim. That challenge to the market lands at a time when budgets feel tighter and wardrobes need to work harder between seasons.
Five editor-backed buys under £20, including a relaxed denim shirt at £16, show how far a small budget can go.
The 5 editor-approved Primark denim buys
I shopped these pieces with a mum’s schedule in mind. Each one has throw-on appeal, solid stitching and a price that makes sense.
- Relaxed denim shirt, £16 — Oversized with popper fastenings, a chest pocket and a curved hem. Works as a light jacket now and a mid-layer later. Soft enough for school runs, structured enough for office-casual. Wear over leggings, jersey dresses or pool it with jeans for a quiet double-denim look.
- Mid-rise wide-leg jeans, under £20 — Easy through the hip with five-pocket detailing and bold contrast stitching. The leg falls clean without clinging. On a 5ft 8in frame, the length sits right with flats. The cut balances a knit or a tucked tee without pinching the waist.
- Ecru wide-leg jeans, under £20 — A fresh neutral that lifts darker knits and trench coats. Less stark than white, kinder to autumn palettes. Also stocked in white, black, indigo, mid blue and light blue, so you can repeat a fit you like in a colour you trust.
- Brown denim waistcoat, price under £20 band — Sleeveless, structured and fully buttoned with a pointed hem. Brown leads the season and pairs well with creams, navy and rusty reds. Layer over ribbed tops, or wear solo with high-waist jeans for a sharp line through the torso.
- Brown drawstring denim trousers, from £12 — A softer, relaxed option with a cinched waist. Easy for weekend wear, travel days and nursery drop-offs. The colour keeps them smart while the drawcord keeps them comfortable after lunch.
How the cuts compare at a glance
| Style | Cut and feel | Best for | From price |
|---|---|---|---|
| Wide-leg | Roomy through thigh, clean drape | Balancing chunky trainers or boots | £12–£20 |
| Straight | Classic leg, minimal flare | Tucking in shirts and tees | £12–£18 |
| Barrel | Subtle curve, tapered ankle | Statement silhouettes with knitwear | £12–£20 |
| Flares | Fitted thigh, kick from knee | Heeled boots and longer legs | £14–£20 |
New-season denim spans 10 shapes and invites double denim again: shirts over jeans, peplum tops with wide legs.
Fit notes from the fitting room
Primark’s mid-rise wide-leg stood out for ease. The waistband fastened without strain. The zip ran smoothly. The leg pooled neatly over a trainer without dragging. If you straddle sizes, try both in the wide-leg to judge the waist fit; the generous leg means you can size to your midsection and still get a relaxed fall.
The ecru shade reads polished in daylight and pairs well with tan, navy and charcoal. It hides scuffs better than bright white. If you worry about transparency, check pocket linings in-store; the ecru fabric felt opaque on darker underwear under strong lights.
The relaxed denim shirt earns a place as a year-round staple. Pop it over a vest now, then slip it under a wool coat in November. The poppers help during the baby-carry-and-bag-juggle moments. The shirttail hem keeps coverage when moving or bending.
Why brown denim is having a moment
Brown dominates this autumn because it warms up greys and blacks and adds depth to neutrals. The drawstring jeans give you lounge-trouser comfort without tipping into sweatpant territory. The matching waistcoat makes a tidy two-piece with jeans or a flowing skirt. Both items look considered with minimal effort, which matters on busy mornings.
Double denim without the drama
If you want to try the look, vary texture and tone. Pair a mid blue wide-leg with a lighter shirt. Or anchor brown jeans with an ecru waistcoat. Keep your footwear simple. A clean white trainer or a block-heel ankle boot keeps the outfit grounded.
Price, value and what the brand says
Jeans in the range start at £12, with many fashion cuts falling below £20. That pushes back against higher-ticket basics elsewhere on the high street. At the launch, the womenswear team argued that customers often pay more than they should for reliable denim. The proposition here is straightforward: familiar silhouettes, consistent sizing and trims that last through washes, at prices that leave room for a second pair.
Care tips to make budget denim last
- Wash cold and inside out to keep colour and stitching intact.
- Air dry on a hanger to preserve the leg shape and reduce creases.
- Spot clean between wears to reduce fading, especially on ecru and mid blues.
- Steam rather than iron to protect poppers and zips on shirts and jackets.
- Hem with fusible tape if you need a quick length tweak; stitch once you’re sure.
Sizing, comfort and quick checks in-store
Do a sit test in the fitting room to gauge waistband comfort and rise. Check that the back yoke rests flat. Run a finger along the inner thigh seam for softness if you walk a lot. For wide-leg styles, test with your usual trainer height to see how the hem falls. If you plan to wear heeled boots later, choose a length that still clears wet pavements.
What to buy first if you only have £20
Start with the relaxed denim shirt at £16. It solves multiple outfit problems and can replace a cardigan or a light jacket. If trousers are the priority, the wide-leg jeans under £20 are the most versatile cut for autumn layers, and they work across trainers, loafers and ankle boots.
One more thing before you decide
Think in outfits, not single items. The brown waistcoat lifts basic tees and dresses you already own. The ecru jeans modernise a trench and refresh last year’s jumpers. A small swap like a popper-front shirt can speed up mornings when hands are full. Building a two or three-piece capsule from this drop keeps your cost per wear low while the weather flips between warm and chilly.
Thanks for the heads-up—finally some denim under £20 that doesn’t look flimsy. The £16 shirt sounds like a year‑round workhorse 🙂
Has anyone tried the ecru wide-legs in daylight? I’m worried about see-through pockets and VPL. Do they shrink after the first wash if you cold-wash and air dry?