One third of shoppers say jeans are the hardest garment to buy because it's very difficult to find the perfect fit. Offering 400 sizes, start-up Qcut promises a product that will fit 99% of women, disrupting the apparel industry and destroying one-dimensional body image ideals.

Denim Spa by Wrangler is a new range of moisturising, cellulite-reducing jeans. Does this herald the onset of a new age of hybrid fashion? And just what makes jeans so desirable anyway?

French APC jeans brand buy back old jeans and wash them, mend them, mark them with the initials of the person who wore them, and sell them forward. The pre-worn jeans are named Butler Jeans after English aristocrats who would ask their butlers to wear their new clothes before they did, so they wouldn’t look nouveau riche.

Mud Jeans is a Dutch service that allows people to rent, rather than buy their jeans. The founder Bert van Son hopes to reuse the returned jeans in the recycling process. Customers pay a one-off €20 fee and then €5 a month for a year.