In the 1930’s, western movies contributed to the ever growing popularity of jeans, positioning them as symbols of ‘independence’. Then in 1955, jeans transitioned to being associated with ‘rebel bikers’ thanks to films such as James Dean’s “Rebel Without a Cause”. By the 1960’s, bell bottom jeans were a huge trend with the rise and fall of the ‘peace and love’ generation. That then gave way to the denim leisure suit in the 1970’s which today is commonly known as the ‘Canadian Tuxedo’… think Justin Timberlake at the 2001 American Music Awards (a big fashion-no no). In the 1980’s designer denim in the likes of Calvin Klein, Guess? and Jordache, raised the fashion bar and prices with the introduction of the ‘acid wash’. By the 1990’s, acid wash had faded and with the rise of Hip Hop, it was all about the oversized silhouette.
Today there are numerous styles and brands of jeans to choose from, but in actuality very little has changed since the 1800s. Since their creation, jeans have ruled the fashion world and will forever be timeless…
“I have often said that I wish I had invented blue jeans: the most spectacular, the most practical, the most relaxed and nonchalant. They have expression, modesty, sex appeal, simplicity - all I hope for in my clothes.” –Yves Saint Laurent