The trousers showed the world a happier way of life, something that people needed, especially after what they had endured in World War II.
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The Lee Company specialized in denim work wear, and by the s they had expanded into casual wear. The GWG Company originally started off by making hard-wearing clothing for the growing workforce.
By the s, GWG was producing casual denim clothing for the entire family. Wrangler authentic western jeans appeared on the market in , a brand that originated with Casey Jones who had acquired the Blue Bell Company a few years earlier.
Wranglers were popular with the rodeo cowboys and cowgirls, and by one out of every five pairs of jeans sold in America featured a Wrangler label Wrangler, Laegreid , who examined the gender role of women as cowgirls and rodeo royalty in the early s, includes pictures in her book of cowgirls wearing jeans. After World War II, jean manufacturers would offer a pant for women, similar to those of men, but with a side opening instead of a fly-front opening.
Some children wore jeans to school, but the teachers complained that the rivets on the back pockets made holes in the wooden school seats. To distinguish themselves from the males, the girls would roll up their jeans and some of them would add a leather patch on their derriere Anspach, , p. These movies presented rebellious youth dressed up in blue jeans, black leather motorbike jackets and white T-shirts. In the s, counter-culture youth protesting against the establishment wore jeans as a uniform of their connection, or to demonstrate their solidarity with the working class.
Young people would embroider designs on their jeans, or add patches and paint messages on them showing their group slogan or association Browning, ; Laver, , p. They also became a standard of casual and every day dress, even in offices. Jeans were generally worn with T-shirts or shirts, but for a dressier look men, for instance, would wear jeans with a sports jacket or a matching denim jacket, and with dressy shoes Agins, , p.
Since the s, innovations in the production of denim have resulted in the availability of:. Briefly, the process involves combining spun elastane fibers that are composed of polyurethane filaments with other yarns The Indian Textile Journal, Different chemicals and techniques called stone-wash or acid-wash give denim a used and soft look, and special dyeing and finishing methods produce a faded or streaked look in a wide variety of colors.
Even haute couture designers will use denim fabric in their collections to create daring and avant-garde attire Laver, , p. Beginning in the s, designer jeans would make their appearance in high-end shops. In , Calvin Klein promoted his designer jeans as refined sportswear.
Some designer jeans could be quite fanciful. For instance, in the late s, the Milanese house of Gucci presented feather-trim and feather embroidered jeans Agins, , p. There have been a number of notable jeans styles since the s such as bell-bottom jeans, baggy jeans, distressed looking jeans, skin-tight jeans, and low-rise and peek-a-boo jeans, to name a few.
In bell-bottoms jeans were introduced on the market and became quite popular with men and women. However, the flared shape lost its appeal after a few years. Baggy jeans or saggy jeans became stylish with subculture groups, the hip hop set in the s, and even the skateboarders. These pants were overly large in size. They were worn low on the hips revealing much of the underwear, and they sagged at the crotch level. Tommy Jeans featured a number of baggy styles that were favored by the hip-hop set.
The baggy look did not hit mainstream Agins, , p. Around the mids young people were dressing up as bohemians in beat-up looking jeans. They wore ripped jeans with leather jackets and T-shirts; they colored their hair in unusual colors and wore multiple earrings The People History.
Trend following clothing manufacturers noticed that young people were slashing their jeans themselves so they introduced jeans with a worn, torn, and faded look Laver, , p. But, the youth found the price of distressed jeans outrageous.
Ralph Lauren tried to capture the western wear market in by offering an alternative design to the Wrangler and Lee jeans with his line of tight-fitting jeans. In the Buffalo label also came out with skin-tight jeans. Certain wearers would require assistance to get into them. The tightest fitting jeans in existence were referred to as French Jeans Agins, , p. For men who wanted a bulging crotch to show underneath their skin-tight jeans, Lee Cooper released the Pack-it Jean in the s. This trend was of a short duration, but the Pack-it Jean was re-released in Lee, , p.
Low-rise and Peek-a-boo Jeans. Baring the butt crack was a familiar sight in the s. During that period of time Levis introduced its line of Dangerously Low jeans for women and men, and Old Navy was selling in its stores ultra-low-rise jeans. The lowest of the lows on the rise on a pair Frankie B. In the fall of , Lee Cooper in the UK launched Butt Couture, a line of jeans made from lightweight denim designed intentionally with a gap between the waistband and the pants to create a peek-a-boo effect Lee, , p.
Pop singers like Christian Aguilera, Madonna, Beyoncé Knowles and Britney Spears are known for having worn jeans so low and snug while dancing that people were concerned that they would pop right out of their jeans or bust a seam Lee, , p. Although some pop stars may look very sexy in their tight jeans, the consumer must be aware that not all jean styles and fads may compliment their figure.
Lee refers to medical evidence in her book that has led some doctors to conclude that tight-fitting jeans can create health problems. Doctors noticed, for example, that when the men who had complained of stomach problems, including heartburn and distension switched to baggy pants their symptoms disappeared.
In the case of women, the wearing of tight pants can result in endometriosis, one of the top three causes of female infertility. In addition, tight waists may also cause a number of vascular problems. The legend goes that the wife of a miner some sources say a woodsman came to Davis lamenting the fact that he often tore the pockets off of his work trousers and implored him to find a way to strengthen them.
But it, at the least, seems plausible enough that Davis probably got the idea from a customer or customers who were having problems with torn pants, so he came up with a solution. So, he reached out to the man whose name would eventually become synonymous with the product, Levi Strauss.
That same year the pair began producing the pants on a mass scale. The former proved to be wildly more popular than the latter and soon became the only kind the company sold. The reason denim proved to be so much more popular than duck cotton is twofold. And secondly, because it looked better.
Denim jeans were originally dyed blue partially because indigo dye was cheap and readily available in large quantities in America, but also because the dye was dark enough to easily hide stains. The fact that the dye only stains the outside of denim jeans also means that as they age, they gradually fade as the dye is inevitably worn away.
So how did the world of riveted pants go from being the exclusive domain of the cowboy to the go-to fashion for everyone from sweaty hipsters to cool grandparents? A third thing that helped denim jeans become popular, particularly overseas, was their popularity with servicemen in the s and s, who often liked to wear them when they were off duty.
When and How Jeans Became Popular
Jeans have become one of the most worn pieces of clothing in the world. Everybody wears them, from the rural farmer to the urban lawyer and from models to housewives. But why have jeans become so popular. You’ll get many answers. For some people they . When and How Jeans Became Popular October 10, Karl Smallwood 9 comments Jeans are easily one of the most ubiquitous pieces of clothing on Earth with millions of pairs being made, sold and wrapped around the butts of style conscious individuals every single day. But jeans weren't only a symbol of democratisation, they put different classes on a level playing field. They were affordable and hard-wearing, looked good worn as well as new, and didn't have to be washed often or ironed at all.