Jump to Main ContentJump to Primary Navigation

This is the Topshop item we're buying every 10 seconds


Wardrobe hero pieces are wardrobe hero pieces usually because they’re versatile, stylish and pretty reasonably priced.

And odds are that when you think a particular item of clothing is worthy of staple status thanks to the winning formula above, plenty of others think so too – and suddenly, you realise it’s everywhere (see: Zara coat, Urban Outfitters puffa, Zara coat the sequel).

Now Topshop has revealed the item that consistently flies out of its more than 500 shops across the world, and it’s likely you’ve got a wardrobe-full.

topshop joni jeans

Joni jeans are one of the bestselling styles

Over the past year, globally, the retailer has sold one pair of jeans every 10 seconds. In the time it takes you to shut your front door, jeans have been bought. Check your email: jeans bought. Drink your coffee, have a chat, look at your phone: jeans bought, jeans bought, jeans bought.

The most popular denim style is skinny, with the two bestselling designs being Joni (super high-waisted skinny) and Jamie (high-waisted skinny).

best topshop jeans

The retailer sells a pair of jeans every 10 seconds

Brought down to UK level, the company says someone buys a pair of jeans every minute in the Oxford Street shop alone. Every 60 seconds, someone is bagging up denim (that’s several pairs while you’ve stood gazing into the middle distance wondering if the red coat you’re clutching will change your life).

Topshop released the statistics as it launched the Spring Summer 2017 Jeans Campaign, featuring models Lottie Moss and Londone Myers wearing the most popular styles (Jamie and Joni respectively).

How many pairs do you own?

Images: Giampaolo Sgura for Topshop


mango earrings.jpg

Striking and stylish accessories under £30


The Zara jacket everyone's wearing on Instagram right now


Impeccable bad taste: why there are no rules when it comes to fashion



Unusual wedding dresses for beautifully bold brides

The best dress and accessories inspo at Bridal Fashion Week

by Amy Swales
27 Apr 2017

Elisabeth Moss' secret tribute to The Handmaid’s Tale on red carpet

Did you spot her outfit’s hidden symbolism?

by Kayleigh Dray
27 Apr 2017

Ikea issues hilarious response to Balenciaga’s £1,670 copy cat bags


by Sarah Biddlecombe
26 Apr 2017

Behold Christian Louboutin’s colour-changing unicorn boots

This is love at first sight

by Sarah Biddlecombe
26 Apr 2017

Government slammed for “cop out” response to dress code laws

Your employer can demand you wear heels to work

by Sarah Biddlecombe
21 Apr 2017

This Primark item is going for over double its original price on eBay

Do you own the must-have high street number?

by Kayleigh Dray
21 Apr 2017

Balenciaga is selling a £1,670 version of the big blue Ikea bag

The designer brand isn’t the first to take style inspiration from carrier bags.

by Moya Crockett
20 Apr 2017

Calvin Klein champions age diversity in latest underwear ad

It features women aged 18 to 73

by Hayley Spencer
19 Apr 2017

This chic River Island blouse has taken Instagram by storm

Social media users are absolutely obsessed with this high street number

by Kayleigh Dray
19 Apr 2017

The surprising thing about the average cost of a wedding dress in 2017

by Amy Swales
18 Apr 2017