Call them blue jeans or denim, the fashionable cloth of today originated in Europe around the 16th century and made its debut in America as durable wear for laborers and plantation workers in the 18th century.  The origin of the cloth is often disputed.  A fabric named “serge de nimes” was known in Nimes, France around the 16th century and is thought to be the first form of denim composed partly of wool.  At the same time, a fustian fabric named “jean” was available in Genoa Italy (Gênes) and was used primarily to make trousers for the Genoese Navy.  The two fabrics were not the same.  Denim was mostly cotton,  more durable and made of one colored thread and one white thread.  Jean was a blend of cotton, linen and/or wool woven of two threads of the same color.  Regardless of the history, today the names are interchangeable.

German immigrant, Leob Strauss (eventually changing his first name to Levi) began the wholesale denim industry in San Fransisco during the 1850s by providing durable clothes made of denim cloth to gold miners during the California Gold Rush.  Strauss eventually patented the jeans and through washing techniques, developed a comfortable variety for the average wearer.   The Levi’s 501 style was born.

It wasn’t until the 1950s that denim became a popular style among pop and film stars like Elvis Presley, James Dean, and Marlon Brando catapulting the cloth into mainstream fashion.  Of course, this created international exposure and an association with rock and roll and the rebellious youth of that decade.  The 1970s experienced an extreme denim movement pushing different silhouettes such as the high waist and flare and experimenting with faded washes and embellishments.  The desire for casual wear and fun clothes became apparent.

My first experience with designer denim was in the early 1980s when I wanted a pair of Jordache at the astronomical price of $48 USD.  My parents, fresh from sticker shock, marched me to JC Penney’s snapping the lesser popular Lee jeans off the rack at a third of the price.  And so I waited several months until Christmas arrived and Santa gifted the goods.  I treated my Jordache jeans like a fine diamond until one day I fell and scraped my knee against the cement, ripping a huge hole in the knee.  I employed my handy girl scout skills to sew on a knee patch, but they were never the same.  This is very similar to the video that encouraged me to buy a pair of Jordache (you can laugh at me, it’s OK):

In High School, the denim trend continued with Guess, Calvin Klein and Francois Girbaud jeans and the stone washed look.  If it was worn ripped, or frayed, it was hot.  I would often cinch and roll the hems and pair with penny loafers or flats (at least that’s what we did here in the Midwest).  I also had a new love for Levis as the rebellious girls in school began wearing them in contrast to the more expensive designer brands.  I was particularly fond of Bongo jeans, although they were too short, they had a great fit.  I find it strange that women are video taping their butts now, but here is a look at the Bongo I knew two decades ago:

The 90s proved even better for denim discoveries as the darker washes overtook the faded look, black was back, and lycra was added to soften the stiff cotton.  The youth market demanded alternatives in different shapes and washes to distinguish themselves from the older generations.  It wasn’t fashionable to be caught wearing the same jeans as your Mother!  The denim industry experienced a mild recession and at the turn of the century, the market segmented into many niches producing the massive selection in denim we have today.  Brad Pitt modeled for Levis 501 in the early 1990s:

And Drew Barrymore modeled for Guess:

With all of this in my face, I was hooked, never to buy cheap, no brand name jeans again and to this day have yet to find a good pair of inexpensive jeans.  This is one of my few splurges, but I still refuse to pay more than $100 for a pair of great jeans.  I still shop the discount stores to find the best deals.  I am currently hooked on Earnest Sewn and Denim of Virtue as they hold their shape and have simple styling.  Anyone else have a denim addiction?  What type of jeans do you prefer and how much are you willing to spend?

P.S.  Can you guess the song and artist with the lyric in my blog title?  Leave me a note and you’ll get three extra entries to the end of the month give aways!  I’ll give you a hint - it’s not a current song.

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