Sony MDR-EX71 are superb for me. Great noise reduction and extremely good sound quality and happen to be the longest lasting set of in-ear 'phones I've owned (2yrs + now). Would thoroughly recommend them as they are relatively inexpensive (about 50 euro) but be patient in getting the bud size right (several sizes are supplied) and dont be tempted to push them tooooo far into your ears as that causes the end of the bud to be squeezed shut and spoils the sound rather a lot!
Hope that helps
PS. They are also supplied with a 50cm extension cable which is very handy, and if you like your ipod stuff, they do them in white too...