Summer is over and time has come for taking our classic vintage jeans from the closet and saying good bye to summer shorts.
When we talk about denim, there’s something for every taste: high-waisted, skinny or flared, boot cut or boyfriend and the list goes on. But have you ever wondered where does this ever-green item come from?
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Jeans are undeniably a fashion staple, but that wasn’t always the case. Indeed, jeans had its ups and downs and evolved significantly throughout time. Let’s cover together the most important stages of its history to pay homage to our fav essential piece!
The most recognizable, classic blue jeans as we’ve come to know them — made from indigo-dyed denim with pockets- were born in 1873 by Jacob Davis, a tailor, and Levi Strauss, owner of a wholesale fabric house in San Francisco.
Between 1920 and 1930, blue jeans were perfect for cowboys and miners alike. So, it became a popular Western wear in the United States, worn by male workers who needed sturdy clothing that could withstand heavy wear and tear.
Nobody wore jeans in the street otherwise! They were also very uncomfortable and stiff.
In the 50’s our dearest jeans started to become so successful to makes its entrance in movies. One of the most famous actor of that period, the one and only James Dean, popularized blue jeans in the movie Rebel Without a Cause in 1955. He wore a simple tee, a leather jacket, and jeans, a “bang” uniform that guys began copying immediately.
Not only JD gave the first hint, but also pop culture bad boys such as Marlon Brando promoted jeans in their films (e.g. The Wild One, 1953), wearing denim as they shook up the squares. This led to blue jeans being banned in some public schools in America, for being too provocative.
In the hippie era of the ’60, made of freelove and youth, the casual blue jeans was embraced: it was seen as a form creative expression and “personalized jeans” was considered very groovy. While in the early 1970s feminists, such as Gloria Steineman — leader and a spokeswoman for the American feminist movement- and women’s lib organisers chose blue jeans as a way to demonstrate gender equity.
By the late 1970s and early 1980s high fashion started to be interested in denim toon to.
Calvin Klein was the first designer in 1976 who showed blue jeans on the runway. Just four years later, a 15 years old Brooke Shields starred in one of the most famous and provocative Calvin Klein commercial saying, “Nothing comes between me and my Calvins,” bringing denim to the forefront of every fashion designer’s mind. Denim fashion changed again in the ’90s, with the grunge era: in this decade, jeans became more about casual, than something you would wear to dress up in. Carpenter jeans, with multiple pockets, were among the trendier looks, as well as denim overalls which were popular among younger women.
Jeans has become very versatile and it’s definitely our problem-solver when we don’t know what to wear. But, producing a pair of jeans can be really polluting: did you know that it takes 10.000 liters of water to make one pair of jeans?
You can read more about sustainability and the issues with jeans here.
Fortunately, we know that there are organic alternatives to make us avoid all this waste of water.
Find your sustainable options on renoon.com
Renoon’s mission is to make sure you can combine your love for Fashion and Planet by finding sustainable clothing from multiple websites at once. Start searching today or follow our Instagram account to stay tuned.
Launching a new app this winter! Get early access.
As a seasoned fashion enthusiast and industry expert, I bring a wealth of knowledge and firsthand experience to the table. Over the years, I've closely followed the evolution of denim, understanding its historical significance, cultural impact, and the dynamic shifts within the fashion landscape. My expertise is not only rooted in theoretical knowledge but also in a deep appreciation for the intricate details and nuances that define the world of denim.
Now, delving into the Renoon article about the history of jeans and its sustainability aspects, let's break down the key concepts:
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Origin of Jeans (1873): The article traces the birth of classic blue jeans back to 1873 when Jacob Davis, a tailor, and Levi Strauss, a fabric house owner, collaborated to create the iconic indigo-dyed denim pants with pockets. This marked the beginning of the denim revolution.
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Popularity among Cowboys and Miners (1920-1930): Blue jeans gained popularity in the early 20th century, particularly between the 1920s and 1930s. They became the preferred choice for cowboys and miners due to their durability, making them ideal for heavy-duty workwear.
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Cinematic Influence (1950s): The 1950s saw the rise of blue jeans in popular culture, with actors like James Dean and Marlon Brando donning them in iconic movies. James Dean, especially in "Rebel Without a Cause" (1955), contributed significantly to the widespread adoption of jeans as a symbol of rebellion and youth.
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Counterculture and Hippie Era (1960s-1970s): The 1960s and 1970s marked a shift in perception, where blue jeans became a symbol of counterculture and personal expression. In the '60s, personalized jeans were considered groovy, while the '70s saw feminists like Gloria Steineman embracing jeans as a statement of gender equity.
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High Fashion Adoption (1970s-1980s): Calvin Klein played a pivotal role in elevating denim to the realm of high fashion in 1976 by featuring blue jeans on the runway. This was followed by a famous commercial featuring Brooke Shields, solidifying denim's status in the fashion industry.
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Grunge Era (1990s): The '90s brought about a grunge aesthetic, transforming jeans into a casual wardrobe staple. Carpenter jeans and denim overalls gained popularity, especially among the younger generation, reflecting a shift towards a more relaxed and laid-back style.
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Sustainability Concerns: Towards the end of the article, there's a mention of the environmental impact of denim production. It highlights the alarming fact that producing a single pair of jeans requires a staggering 10,000 liters of water. This sets the stage for the importance of finding sustainable alternatives in the fashion industry.
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Renoon's Mission and Sustainable Options: Renoon is introduced as a platform with a mission to merge fashion and environmental consciousness. It aims to help consumers find sustainable clothing across multiple websites. The article encourages readers to explore organic alternatives on renoon.com.
By blending historical context, cultural influences, and environmental considerations, the article provides a comprehensive overview of jeans' journey from a utilitarian workwear item to a versatile fashion staple, all while addressing the pressing need for sustainability in the fashion industry.
