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Made in Britain

July 16, 2018

The History of Fashion – Jeans

By: Luke

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Skinny jeans, bootcut jeans, boyfriend jeans – it’s likely that your bedroom drawers house at least one (if not a couple) of pairs. Classic denim jeans are a wardrobe staple – but their rugged, hard wearing origins are a world away from the sales rack they grace today.

Humble beginnings

When you first buy a new pair of jeans, they can be stiff, inflexible and generally a bit uncomfortable. This is because jeans were truly never designed to feel like your pyjama bottoms. Due to their rugged durability, jeans were originally worn by cowboys and miners.

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Riveting stuff

The style of classic riveted jeans that adorn the high street today are all thanks to the combined minds of Levi Strauss and Jacob Davis. Strauss originally brought denim to America at the peak of the Gold Rush, but despite the strength of the fabric, the miners’ trousers were falling apart in certain places. Davis came up with the idea to reinforce corners of the pockets with copper rivets, and together they patented the idea.

But how did they make the leap from workplace attire to the world of fashion?

The bright lights of Hollywood

Jeans began to emerge in popular culture, thanks to James Dean, Elvis, Marlon Brando and Marilyn Monroe – and they became synonymous with youth rebellion. Due to their laidback style and association with wild cowboys, jeans became an edgy symbol of freedom, adventure and rejecting the status quo.

Jeans continued to blossom in popularity throughout this period. In 1965, New York boutique Limbo sold jeans with an intentionally worn, washed-out effect embellished with patches – and the distressed idea took off.

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Denim with a difference

Whether it’s handbags, cushions or trousers, have you used denim in any of your collections? Our jacron labels are denim’s best friend – their soft faux-suede feel is the perfect addition to any jacket or pair of jeans.


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