How JEANS Conquered The World

“ Jeans represent democracy in fashion”  once said Giorgio Armani.

Let’s see why.

Anyone can make a pair of blue jeans, but in 1873 Levi Strauss & Co. made the first one.

Today jeans are a staple of everybody’s wardrobe and often a key element in seasonal trends and fashion around the world. Each season brings with it new cuts, features, treatments and embellishments….with other words, JEANS ARE EVERYWERE!

Cowboys may wear them first but then, so do supermodels, farmers, presidents and housewives, actors, designers, babies, EVERYBODY.

They were first designed as workwear for labourers on the farms and mines of America’s Western states in the late 19th Century ( more precisely in 1848 when Gold was found in California and the famous Gold Rush began). At the beginning they had some durability issues (the pockets were easily tore away from the jeans) but then, a Nevada tailor called Jacob Davis came with the idea of reinforcing them with rivets. They proved extremely durable and were soon in high demand.

Davis realized the potential of his product but couldn’t afford to patent it. He wrote to his fabric supplier, the San Francisco merchant, Levi Strauss, for help, and then a deal was signed. One of them came with the idea and the other with the money, an old practice in fashion industry today.

Then they started to make waist overall (as jeans were called then).

Before World War II jeans were only worn in America’s Western states.

In the decades after World War II, every youth have put their stamp on jeans.

In the 1980’s jeans finally became high fashion clothing, when famous designers started making their own styles of jeans, with their own labels on them. Sales of jeans went up and up.

For a long time, it was largely worn by workers but become popular in American Pop Culture when jeans became symbolic of protest against conformity. Worn by teenagers and young adults they were often refused admission to movies, restaurants and other everyday haunts when wearing them.  But the trend grew and during the 1960’s wearing blue jeans become more acceptable and by the 1970’s they were truly established as a fashion trend. The 80’s brought with it “designer jeans” and denim took to the catwalks.

Now there are jeans in all the colors and all the forms: ripped ones, skinny, straight, flares, high tailed. Now you can find any model and color you want, no exception.

Who would think that the classic symbol of the American West is now a staple in wardrobes around the world?



The world’s oldest surviving pair of jeans dates from around 1890, Source:

girlsdofilm wordpress

  Marilyn Monroe in a pair of bue jens, Source: 


Madonna in an all jeans outfit, Source: 

jeans in fashion shows, kellysboudoir blogspot

 Jeans in fashion shows, Source: 

milan fw ss14 street stzle stzle du monde

 Milan FW, SS14, Street style,


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