Recently America celebrated Levi Strauss Day. Here’s a look at the cloth that has acquired cult status over the years.
1500s: The history of jeans dates as far back as 16th century Europe. Soldiers from Genoa, Italy, served as the first brand ambassadors of the blue fabric. Incidentally, the word “jeans” comes from the French phrase: bleu de G nes, which literally translates to “the blue of Genoa.”
1973: The year, in which the Levi Strauss Company brand patented its trademark feature: metal rivets. One of Strauss’ customers, a tailor by the name of Jacob Davis, had the idea to use copper rivets to reinforce points of strain, such as the pocket corners and at the top of the button fly. As Davis did not have the required money to purchase a patent, he suggested to Strauss that they both go into business together.
The two men received the patent on May 20, 1873.
1955: The year in which the James Dean starrer Rebel without a Cause was released. The American drama dealing with troubled middle-class teenagers had Dean wearing jeans in several of its scenes. His good looks and charisma ensured his iconic status, especially among the youth, who nominated Dean their poster boy for youth rebellion.
1970s: The Stone-Washing technique developed by the Great Western Garment Co started becoming popular. Jeans were gaining worldwide acceptance and recognition through the 1980s and 1990s. They would soon become a wardrobe staple. The average American owned up to seven pairs.
2011: Move over skinny jeans, the latest trend is one where the trousers are made a uniquely digitally printed fleece, instead of denim fabric. A hot topic in the Japanese world of blogging, the jeans are riding high on the eternal appeal of vintage denim.