If you thought the secret was finding that perfect pair of designer label jeans, it might be time to think again. According to a new study, a sweater that costs just £15 is more durable than those priced at £150.
Research by the School of Design at the University of Leeds found that when put through a process that mimicked years of wear and tear, Primark jeans fared better than their luxury equivalent.
It is wise to take the above with a pinch of salt; Primark worked with the university on the study as part of its new “Sustainability Framework”, which sees the fast-casual retailer attempt to change the “wear once, wear away” culture it is associated with – and often criticized for.
It does raise a hot topic, though, value for money – and where we should be shopping to get the best of our clothes.
No one wants to fork over a new purchase only to have it fall apart on the first wear. But when pieces from luxury labels seem more expensive – and quality from cheaper high street brands is often so poor – it’s worth knowing where to look to get the best quality at the prices is best.
It is a subject that has been extensively researched by fashion insiders. “Arket and Cos makes really nice tailoring that looks expensive,” says Sara Parker Bowles, former fashion editor and co-founder of the personal styling website, WRAPP10. “I don’t buy cheap tights – I like Wolford and Falke – but Uniqlo is great for everyday socks.”
So which pieces are worth the splurge and can be saved? We have made the maths wardrobe.
Jeans
Primark isn’t the only retailer offering denim on a budget. But while it’s hard to believe that a pair of jeans costing less than M&S Dine In will go the distance, you can get good quality for less. “I’m wearing a pair of Zara jeans right now,” says Parker Bowles.
Jeans made from tougher, tougher denim look more expensive and will keep you warmer than flimsy fabric. Avoid styles with too much stretch as they are likely to become baggy at the knees after a few wears. And think about color; looks very pale and too blue washed cheap but washed indigo and vintage are more luxe. Boden’s high-rise straight legs get it right. Jane Herman, author of the Jane On Jeans newsletter, rates a pair of Gap skinny jeans in black that look especially “designer” when paired with her Leset sweater and Louis Vuitton bags.
High Rise Straight Leg Jeans, £85, Boden
High Waisted Slim Fit Black High Stretch Jumper, £55, gap
If jeans are part of your everyday outfit, buying from specialist mid-price denim brands that focus on a better fit (try Haikure and 7 For All Mankind) will still work out in terms of cost. Especially if you go for a classic cut: “I’ve had a pair of J Brand Love Story jeans from 10 years ago and I’m excited to start wearing that slim fit, flare feel kicking in dark denim again,” says Game Online Parker Bowles.
T-Shirts
“I tend to go to the high street for really basic pieces like tees,” says stylist Emma Thatcher.
“The long sleeve Pima ones from H&M are great.” In fact, while the wardrobe staple has been thoroughly planted by luxury brands that offer styles that reach the hundreds, classic cuts in cotton can be had for a snip. My M&S Everyday T-shirt has been around for years and a few go through the washing machine.
Pima Cotton Jersey Top, £22.99, H&M
M&S Everyday T-shirt £8.50, M&S
Underwear
Save your pennies on pants. Marks and Spencer’s Body by M&S knickers are comfortable, VPL (visible panty line) free and come in a pack of three useful neutrals for £14. Slightly more expensive, but still under £20, is the Stripe & Stare brief, which is made from bamboo for unrivaled softness.
A poorly fitting bra is a recipe for a back, so invest in a properly constructed style that offers comfortable support and creates a good line under clothes. This is one item it pays to spend more on. A bra from Rigby & Peller will give you the perfect lift for life – and it’s a whopping £100 too. Or try Nudea for less expensive, but no less fine alternatives. Coming in at around £50, they come in wired and wireless styles and in A-GG cups. The brand’s fitted tape means you can self-measure from the comfort of your bedroom.
Briefs, £18, Strip & Stare
Knitwear
With sweaters playing a central role in our winter wardrobe, it pays to have styles that stand up to repeated wear. Cheaper knits made from synthetic fabric may look great on the shop rail, but they can quickly wear and tear. Natural fibers are breathable, won’t shed and, in the case of merino wool, even self-cleaning.
“The way to go is to invest in contemporary knitwear brands that focus on finding the best quality wool and yarns to create pieces that last,” says stylist Des Lewis. “Since the jerseys are not trend driven, you won’t feel the need to replace them every season.”
British brands &Daughter and Navygrey produce beautiful knitwear in the UK and Ireland from local wool. Ada will put a red cardigan first on pep-up jeans, and Aran cream will look great on a winter midi skirt.
Ada Crewneck Cardigan, £350, & Miss
Maree Crew, £295, Douglas
Charl’s Salter tank top is made from sustainably farmed Peruvian alpaca and will add stylish warmth to T-shirts and sleeved dresses.
Salt tank top, £225, Charl’s
When it comes to cashmere, it might be wiser to go for the high street as it will almost certainly be attacked by moths. “Zara and H&M have some great quality offerings that are really soft”, says Parker Bowles.
Bags
You can go cheaper and sharper on occasional bags, such as summer baskets and evening clutches. However, when buying your everyday bag it’s worth spending more on something with a functional design in good quality leather that gets better with age.
Designed in Cambridgeshire, M. Hulot bags are individually assembled by artisans across England. The Crescent-shaped Mill slouch bag is big enough for weekend essentials and can be worn cross-body or over your shoulder.
Mill Slot Bag, £275, M. Hulot
Smart work bags can be found on Edinburgh-based label Strathberry – a favorite of the Princess of Wales. The Mosaic is made from premium Spanish full-grain leather and comes in a selection of chic neutrals. If you need to carry a laptop, try the slim Melody tote.
mosaic bag, £475; Melody Tote, £495; both Strathberry
Shoes
A pair of cheap shoes can really kill an outfit, plus it’s miserable walking around with sore feet. “Choosing well-made shoes also means you can repair them rather than throw them away when they start to show signs of wear” says journalist and shoe enthusiast, Hannah Rochell, who has written two books on the subject .
Rochell recommends shopping from specialist shoe brands with expert know-how. “One of the brands I trust the most is Grenson; I have some of the shoes [from them] for over ten years. There is also a great restoration service.”
Brazilian label Mafalda offers chic handmade boots and loafers for around £200. Extend the life of leather soles by adding rubber grips. Velvet slippers and flabelous satin make beautiful – and comfortable – evening shoes.
Velvet and satin slippers, from £160, exciting
Don’t think you can’t shop for shoes on the high street. For party styles that won’t have you walking miles for them, it’s an economical way to have more fun. “If I just want to capitalize on a trend – like kitten heels – I’ll always start with the high street. I like Zara for accessories.” said Parker Bowles.
Coats
Considering how often we have coat weather in this country, there’s no doubt that outerwear is one of the wealthiest wardrobe departments to spend money on. Plus, a beautiful coat has the ability to instantly upgrade any look, even if your outfit has gone haywire underneath.
“I’m always splurging on coats. I’ve had a Toteme coat for years and it still feels very special” says Thatcher.
Make your investment even harder by choosing classic styles that go with everything in your wardrobe and will never date; there’s a reason Max Mara wool wraps and Burberry trench coats have been considered outerwear icons for decades. On the high street, Jigsaw’s double-faced wool cocoon coat has a premium look and feel. Cos and Sezane are excellent for trenches – just ask Sienna Miller who was spotted in the latter’s Cylde trench. Well, if it’s good enough for the A-list…
Double faced cocoon wrap coat, £300 (reduced from £375), puzzles
Slyth trench, £275, He