Ask around any UK high street and someone will inevitably suggest River Island jeans as a must-have. Slinking into a pair that seems less “fashion risk” and more “fashion win” has something about it. But behind the buzz is what?

They first absolutely perfect the fit. River Island responds to actual bodies—not only runway models—so their jeans come in a wide range of sizes and cuts. Hourglass shaped? They will cover you. Searching for relaxed boyfriend fits or curved-hugging skinnies? Those too find their place on the rails. UK consumers love the brand for providing jeans that accept buttocks, hips, and tums without flattening or pinching. The rise is low enough for comfort all day and high enough to avoid embarrassing gaps.

And then there is style. Acid-wash, embroidered patches, raw hems, and that “just right” degree of distressing River Island injects trends directly into everyday denim. Their jeans change with what’s trending on Instagram every season—not feeling like a try-hard effort. Fresh washes and stylish designs abound, but they’re wearable for run-to–the-chemist or spontaneous pub afternoons.

People also enjoy their easy access. Try on or click to buy from stores all throughout the UK and with a strong internet presence. Not constant shipping from far-off brands or dubious sizing options. Also, there are regular discounts and loyalty benefits so a new pair won’t blow your bank account.

Reviewing something generally emphasizes its durability. After a few wears, River Island jeans hold together really nicely. Important when you’re in jeans from Monday’s meeting through Sunday’s brunch is their shape, color, and softness.

River Island jeans ultimately appeal because they fit actual UK women, real life, and actual wardrobes. Fit that flatters, trends that work, quality you can trust, and a reasonably priced tag line using a basic formula. It seems sense that these jeans have become such a hit everywhere, from rural getaways to metropolitan streets.