This content is sponsored by Primark

Sponsored by Primark

This content was produced by Boston Globe Media's Studio/B in collaboration with the advertiser. The news and editorial departments of The Boston Globe had no role in its production or display.

Dressed up and dressed down: This is the new denim

Jeans have come a long way since their creation almost a century and a half ago, but the future of stylish denim is as bright as ever thanks to new trends and fun options at Primark.

When Jacob Davis made the first pair of rivet-reinforced denim pants in 1873, do you think he realized he’d just created what would become the most versatile and popular article of clothing in the history of fashion? Probably not.


At the time, surveyors, miners, and other tradesmen needed durable uniforms. After the wife of a woodchopper requested a pair of pants that could withstand her husband’s rugged outdoor duties, Davis decided denim was what he needed. Hundreds of requests for denim-wear soon poured in, overwhelming the humble tailor, so to meet the demand he asked clothing supplier Levi Strauss & Co. for help with manufacturing. The rest is history.

A day out in denim

Today, denim is the chameleon of our closets, able to elevate any outfit we put together, whether it calls for a skinny or bootcut, a dark or light wash, shredded or unshredded, or blue or any other color in the rainbow. It’s everyday fashion, just as likely to be worn by an electrician working on overhead wires, a venture capitalist closing a seven-figure deal, a young professional hitting the town for an elegant dinner, or a gaggle of teenagers hitting the movies.

To highlight the different ways denim can be done right, from skirts to jackets to pants to overalls, Primark, the European retail giant that has three stores in the Boston area, decked out dad, mom, and two kids head-to-toe in stylish outfits—all highlighting the latest denim styles.

Then, everyone headed out for an adventure at Boda Borg in Malden. A Swedish import, the questing experiences at Boda Borg challenge both mental and physical strength, and across four different rooms, the denim-clad family searched for clues, tried to keep their balance, and worked together to solve each quests’ riddles.


Jacob Davis would be pleased with how far his humble creation has come.

Denim done right

To help you put together outfits that show off the latest denim styles and keep you looking fashion-forward, here are few tips from the pros.  

Don’t be scared to go skinny

There are plenty of styles of jeans to choose from: skinny, slim, straight, boot cut, and more. When choosing a style for yourself, don’t shy away from cuts that may be closer to the leg than you’re used to. Denim jeans with a slimmer silhouette help lengthen the body, avoiding the squat, bulky look that many wide-legged, baggy fits tend to create. And slim-fit doesn’t mean you need to be slim to wear them. Not as baggy as boot-cut and not as tight as skinny, slim-fit jeans are a perfect (and stylish) happy medium.

Go bold

Denim is more forgiving when it comes to matching than many other types of fabric. Don’t be afraid to dress up and stand out with bright colors, bold patterns, and different textiles. With denim offering a blank canvas, any outfit starting with a pair of jeans as a base can be made funky, fresh, and fabulous thanks to some color coordination and a little fashion risk-taking.

Work those layers

Denim loves company. To this end, build up your wardrobe layer by layer with a few carefully coordinated pieces that compliment your style. Throw a blazer over a fresh white shirt and pair it with dark jeans for a perfect weekend look, add a light track jacket over a fresh button down and slim-fit jeans for a cool brunch outfit, or throw a well-tailored trench over a turtleneck with skinny jeans and look cool when it’s chilly.

Dress it up

Denim is an all-occasions option, and should be treated as such. While you may normally reach for your jeans for more casual occasions, don’t stop when it’s time to step out all spiffed up. Darker jeans add a bit more formality, especially when layered with a blazer or nice blouse. To finish off the look, bring in the details. Brown or black shoes and heels, a fresh belt, a colorful pocket square, and some new jewelry turn a routine outfit into something special.


To find more of the latest picks in denim and hundreds of more stylish clothes, accessories, and more, check out or visit the new store, now open in Downtown Crossing.


This content was produced by Boston Globe Media's Studio/B in collaboration with the advertiser. The news and editorial departments of The Boston Globe had no role in its production or display.