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

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Amy Swales

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


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Amy Swales

Amy Swales is a freelance writer who likes to eat, drink and talk about her dog. She will continue to plunder her own life and the lives of her loved ones for material in the name of comedy, catharsis and getting pictures of her dog on the internet.

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