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The Beginning of Levi's
In 1853, Levi Strauss, an immigrant from Bavaria, opened a dry goods company in San Francisco at the height of the California Gold Rush. While he was working, he recognized a need among hardworking people. This company would later lead to the success of jeans. -
The Birth of Jeans
Levi Strauss and Jacob Davis combined metal rivets to denim trousers to create durable pants to withstand the conditions of rough and tumble working conditions for the 49ers. Although denim pants were already in existence. This new creation was something extraordinary. -
Lee Jeans
Lee is an American brand of denim that was formed during the year 1889 and is headquartered in Kansas, United States. This was the top contender for Levi’s -
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Western Wear
During this period of time blue jeans started to be worn by cowboys and miners alike. This became a staple in western wear in the U.S worn by male workers. At this time jeans were only worn as work clothing, not seen as pants to wear on the streets. -
The Red Tab
Levi's signature red tag appeared on riveted overalls and later on their jackets on July 1, 1937 -
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The Rebellious Phase
The 1950s took a turn on how we view jeans. Movie stars Marlon Brando and James Dean wore jeans in various films that were associated with rebellious phases. “Rebel Without a Cause" and the “Wild One.” Teenagers started to hop on the trend which led to schools banning them. This only made them even more popular. -
Women in Jeans
While jeans became popular among men it also became a staple in women's fashion when Hollywood stars like Marilyn Monroe wore blue jeans in 1954. -
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The Beginning of New Styles and Movements
The 60s and 70s denim's popularity only continued to rise. From hippies to activists, rock stars to punks, jeans found their way into every rising counter-culture movement. As fashion became more free, fluid, and revolutionary, denim followed, coming in a myriad of washes and silhouettes to fit every style. -
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Designer Jeans
The 1980s is when designer denim was truly born. Bringing denim to the forefront of every fashion designer’s mind. Designer jeans became a true status symbol in pop culture. Stonewash, acid wash, ripped jeans, and skinnier leg cuts that were tapered at the ankle were super in. -
Calvin Klein
A 15-year-old Brooke Shields starred in a Calvin Klein commercial saying, “Nothing comes between me and my Calvins." -
Jordache
After the laid-back casual style of the '70s, 1980s women wanted to dress it up and chose Jordache Jeans to be a part of their evening and party wardrobe, because they wanted the Jordache Look. -
Gloria Vanderbilt
In 1979, Gloria Vanderbilt became the bestselling line, beating rivals such as Calvin Klein and Jordache. In 1980, her line brought in more than millions in sales. Her jeans were so popular that she expanded her company to sell additional clothing, perfume, and shoes -
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Big and Baggy era
Denim fashion changed again in the '90s, thanks to the rise of grunge and hip-hop. Straight-legged jeans, sometimes ripped, other times not. "Mom jeans" were also very fashionable and have recently made a comeback. The bigger and baggier, the better. Carpenter jeans, with multiple pockets and tabs, and head-to-toe denim ensembles, were super trendy, as well as denim overalls and shortalls. -
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The 2000's
Destiny's Child, Britney Spears, and Christina Aguilera popularized the ultra low-rise jean. Flare and bootcut styles were on-trend, too, while retro Capri jeans found a resurgence in the mid-to-late 2000s. Interest in premium denim soared at the start of the 21st century, with brands like 7 for all Mankind, Citizens of Humanity, and Hudson Jeans suddenly becoming mainstream household names. -
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Skinny Jeans
Around 2010, music festivals began growing in popularity. What was once a sought-after destination for music enthusiasts became the place to be seen for fashion it-folk. This shift in pop culture gave way to the birth of festival wear. Vintage-inspired jean trends became must have fashion items and concert attire. As a result of innovations in denim stretch technology, skinny jeans became the go-to style to wear during the workweek, on the weekend, and out for date night. -
The Present Day
While denim fashion is heading toward variety, skinnier styles reign supreme because of their versatility to dress up or down. Still, there is a gravitation toward a looser fit, where comfort doesn't come at the cost of fashion. Medium to high-waisted jeans with either a straight or boot cut are on-trend, a well as wider-legged styles. sometimes cropped, other times not.