The growth in popularity of denim over the past five years is undeniable. In the year ended 30 June, sales in American women's jeans climbed 10 percent to $6.76 million, according to research by American market research firm NPD Group. And according to a recent online survey of 876 women by BizRate Research, half the women have worn jeans to work.

As a result new jeans brands are popping up like mushrooms. The brands that are most successful are the ones that can establish an emotional bond with the consumer, chief analyst for NPD, Marshal Cohen, tells WWD. Some financial experts believe that the large amount of brands will lead to consolidation in manufacturing, especially for premium denim, which makes up the smallest part of the jeans market but causes the most hype.