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



Top designer schools woman questioning why he designs “for fat people”

“Words are very powerful, they impact and affect lives”

by Amy Swales
23 Jun 2017

Ascot looks from the Stylist team

Ascot kicks off with Ladies' Day and glorious sunshine. Our Ascot oufits are a mixture of high street and designer pieces that adhere to the dress codes. Here’s what the Stylist team wore to the first two days.

by The Stylist web team
22 Jun 2017

Swarovski heiress gets wed in 46kg of glittering crystals

Seven stone of dedication to the family brand

by Amy Swales
22 Jun 2017

Did Elizabeth II send a political message with her Queen’s Speech hat?

People think she was sending a political message with her choice of millinery

by Moya Crockett
21 Jun 2017

Daily outfit inspiration with our look at the best dressed A-listers

Casual dressing ideas from stylish celebrities

20 Jun 2017

How to dress for hot weather if you hate summer clothes

“What do you mean, I can’t wear a turtleneck jumper in June?”

by Moya Crockett
19 Jun 2017

Would you wear this label’s new crotchless jeans?

Y/Project is switching up denim again

by Amy Swales
15 Jun 2017

Shopping mall kicks out woman wearing “inappropriate” Finding Nemo top

"Slut-shaming needs to stop"

by Sarah Biddlecombe
14 Jun 2017

How to buy Reese Witherspoon’s fashion line in the UK

Draper James is now available to Brit fans

by Amy Swales
07 Jun 2017

Where to buy Ariana Grande’s One Love Manchester charity jumper

All profits go to the Red Cross We Love Manchester Emergency Fund

by Sarah Biddlecombe
06 Jun 2017