Once upon a time, before fast fashion and avocado toast even existed, a new piece of clothing was invented in the US by Jacob Davis. At that time, little knew the tailor that the trousers he designed for a local woodcutter were about to conquer the world. He did realize that his product has a lot of potential, but unfortunately, he couldn't afford to patent it. Since the trousers were in high demand due to their durability, Davis decided to call his fabric supplier Levi Strauss for help. And so, the denim trousers started to gain popularity.
Denim trousers, also known as jeans, were first designated garments for farms and mines workers in America. So, from a lower class to catwalk, the jeans had an impressive evolution which is the proof that they were able to adapt to the changing environment and stay personal to whoever is wearing them at the same time. In a nutshell, the jeans we wear reflect our lives.
Later on, the trend generated by jeans took a surprising turn and started to promote more a certain status rather than focus on their functional advantages. So, in early 50's, wearing jeans became a symbol of rebellion once Hollywood's costume designers started to dress all bad boys in denim. And that was most likely the time when denim's popularity went beyond the American borders due to Europeans' burning desire of adopting a happier American way of life.
We can't even say that jeans conquered the world. The world needed denim and once they met, an everlasting love story emerged. Jeans are probably considered one of the most versatile, comfortable and affordable clothing item because they always managed to allow the people that chose to live in them to do more of the things that they like. From going to work to skateboarding, jeans are always a suitable option. Here are some of the most memorable fashion statements that jeans made over time:
- 1950’S – THE BIRTH OF THE BOOTCUT
Marilyn Monroe were for the first time the newly fashioned boot-cut and turned it into a fashion staple.
- 1960’S – DENIM GOES ‘YOUNG AND FREE’
A slimmer fit version of jeans is introduced and Brigitte Bardot is the one that makes the look popular.
- 1970S – FAR-OUT FLARES
The must-have in the 70's and loved by the hippies. You must definitely check out that Farrah Fawcett bell-bottoms look
- 1980S – THE DECADE DENIM REBELLED
The ripped designs and acid washes give jeans an edgier feel that nobody has seen before.
- 1990S – DENIM BORROWS FROM THE BOYFRIEND
Are you a boyfriend jeans fan? Yes, they were hot in the 90's as well.
- 2000S – DIY DENIM
Butterflies, safety pins, glitter, rope – you name it, your jeans could have had it!
- 2010’S TO NOW – RETRO DENIM MAKES A COMEBACK
Or in other others the major comeback of the 'high waist'
As denim lovers, we hope that all the trends mentioned above will come back sooner or later. If you love it as well, let us know what your favorite type of denim is and maybe you will be able to find it between our handpicked goodies during the next VINOKILO event.