jeans

Jeans have evolved from a piece of utility wear in the form of overalls worn by workers in factories in the US and Europe in the 1930s to a wardrobe staple all over the world today. Legend has it that the first jeans were worn by miners in California because the fabric was so robust. The history of jeans could not be told without mentioning the name Levi’s and Wrangler who have continued to develop and revolutionise the cut and fabric and thus brought denim from North America to their customers and fans on all five continents.

From being a type of rebellious uniform for subcultures such as rockers and hippies in the 1960s and 1970s jeans are now so versatile that they are worn casually just as much as for going out at night. Once seen as practical, denim has even entered the world of high fashion as designers from Paris to New York have used and interpreted the rough fabric in countless different ways.

The jeans market has seen a spectacular growth of brands and styles which really cater to all imaginable tastes. Brands such as Diesel, Guess or Replay have created looks that are instantly recognisable and thus attracted loyal fans. From classic models such as the infamous Levi’s 501 to bootcut and skinny jeans; from a deep blue to stonewashed and a used-look; denim comes in all cuts and colours. Many jeans brands such as Edwin and Japan Rags stress the importance of the manufacturing process in order to make the fabric softer, adaptable and unique.

Recent years have seen the rise of the premium jeans trend which was pioneered by the brand 7 For All Mankind in the US. Other brands have followed to design jeans that are so fashionable and refined that they can hardly be described as a practical piece of clothing. Celebrity culture has done its part in creating a buzz for premium denim as actresses, singers and starlets are appearing in campaigns and as brand ambassadors, such as Liv Tyler for G-Star, Alexa Chung for Pepe Jeans and Georgia May Jagger for Hudson.

Being the best-selling item of clothing worldwide, few people can say that they do not have at least one pair of jeans in their possession, yet the quest for the perfect pair remains a mystery to many – until now.