100 Years of Jeans

A Simple Overview

If one item of clothing can legitimately claim to be a wardrobe staple, it’s jeans. You’re probably even wearing a pair right now (bet you just looked at your legs). Proudly worn and popularized by everybody from cowboys to greasers to mods - via a slightly messy patch in the eighties - jeans have proven themselves to have remarkable staying power. To celebrate their longevity, join us in a tour through the history of denim and see how jeans have evolved over the past century.

1915Created in the

latter part of the previous century by Levi Strauss – largely for gold miners and cowboys – denim leg-wear is referred to as ‘waist overalls’, and featured buttons for

braces and a single back pocket.

1925By 1925 the

waistline has become higher and the leg wider, as the garment is worn by manual workers on a large scale – belt loops also make their first appearance.

1935A wide relaxed fit

was the name of the game in the thirties, with an additional pocket added to the back of the jeans – a useful feature for the laborers who wore them.

1945The birth of modern

denim, as jeans moved away from work-wear and into leisurewear with a slim fit and straight leg. After World War II, rival denim brands Wrangler and Lee launched to challenge Levi’s supremacy in the market.

1955Denim really hits

the mainstream in the 50s, popularized by movie stars such as James Dean and cultural icons such as Jack Kerouac. Also, the zipper fly is introduced – what an

invention!

1965The word ‘jeans’

enters popular vocabulary for the first time. The mod subculture was decked-out in denim through the decade, artfully cuffing their slim fitting jeans and wearing them with Chelsea boots and loafers.

1975No prizes for

guessing what the 1970s contributed to jeans. The flare was born, with a tight fit around the waist and thigh giving way to an extra wide hem. Perfect for, ahem, disco

dancing.

1985Designer jeans

were a true status symbol in 85, with Calvin Klein topping the wish list. Eighties designers introduced acid wash finishes and cut the legs to be straight with a slight taper at

the ankle.

1995Stonewash was

common amongst the implausibly baggy jeans of the 1990s. Cargo pocket detailing had a brief moment around 1995, but generally jeans were typified by

a rejection of fit.

2005We’ve got The

Strokes and the mid-00s indie scene to thank for the mainstream adoption of skinny jeans. Black was the key colour, a spray-on level of tightness was the main aim and limited blood flow to the ankles was

the prime side effect.

2015This year denim is

more popular than it’s ever been, and pretty much anything goes. That said, we’re particular fond of our new denim jogger – a unique, contemporary shape that’s unbelievably comfortable to

wear.

Thank You All

Sadat Bin Hossain