Written by Naomi May

Cargo pants are the 00s revival trend that’s whet the style set’s palette. The brand making the most in-demand pairs? Jaded London.

The best sort of secrets in the fashion realm are those that are well-kept, relayed from person to person in whispers.

Vintage hotspots and in-the-know brands are just some of the fashion sphere’s most carefully guarded secrets, the latter being the foundations on which insiders build their wardrobes.

One such well-kept secret is Jaded London, founded by a pair of siblings in north London in 2013. Almost a decade on from its inception and Jaded London has amassed a far-from-humble fanbase that includes Kylie Jenner, Beyoncé and Taylor Swift alongside a sweep of other fashion favourites.

Its premise is simple: it makes style-conscious pieces that don’t cost the earth for style-conscious consumers. It’s not fast fashion and it’s not high-end fashion; it hits the sweet spot somewhere in between and, in doing so, has cemented its status as a Gen Z favourite. 

Taylor Swift’s a fan of its sequin jackets; its tops and skirts have received endorsements from Beyoncé and the youngest of the Kar-Jenner clan, Kylie. Jaded London’s signature piece is its parachute cargo pants, which the label has sold 100,000 pairs of to date.

Oversized, slouchy and XXL cargo pants were a fixture among the style set during the most recent fashion month, and their popularity has since exploded. According to Google Trends, searches for cargo pants have spiked by 2,300% in the last year alone, while on TikTok, the hashtag #CargoPants has amassed over 775 million views.

The virtues of Jaded London’s parachute pants include its colour range – why settle for just monochrome when you can wear the rainbow? –and its sturdy cotton composition. Did we mention they’re unisex too? We love a trouser that doesn’t discriminate, but whatever you do, these cargo pants are big news – so run, don’t walk. 

Shop Jaded London cargo pants here, £65.

Images: Getty; Jaded London

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