Jeans sales in the UK are on the up and up, according to data which shows the first increase since 1996-97. A downward trend in jeans figures has been reversed and figures in the year end to March were up eight per cent to £926 million, according to researchers Taylor Nelson Sofres. And it is partly thanks to brands such as Levi's, Diesel and Gucci making trendier designs to appeal to younger women.