Mountain Mermaid: Levi Strauss

Sunday, November 1, 2009

A-Z backwards Monday "J"/ Blue Monday

"J"....is for Jeans....
or commonly called BLUE Jeans due to the more popular color of their denim material.
To me, and countless others, the introduction of jeans into our wardrobes was one of the greatest moments of fashion history.
Made of sturdy Denim, which incidently was NOT invented in the United States but just made COOL here, jeans were first worn by the Italian Navy of Genoa in the 16th century.
Genoavese blue denim became the basis for "blue jeans."
Born in de Nines, France and raised in America, denim has hugged the frames of icons for years. It has not always been so, in fact at one time denim was simply a fashion faux pas ..rather uncool!
Riveted jeans were first produced in San Francisco by Levi Strauss, a German Immigrant who had moved to San Francisco to open another dry goods store.American weavers were producing hard wearing, canvas duck to satisfy the home market.
Gold rush miners needed sturdy work clothing to tolerate the harsh conditions and rigors of gold mining. A tailor from Nevada teamed up with his fabric supplier Strauss to produce riveted trousers for the miners. In 1870, Strauss introduced the waist high overalls with riveted seam stress points, labeling them with the Levi 501 name.The patent for these sturdy work pants of the miners was issued May 20,1873. From that day onward, Levi's has been associated as sturdiest of work clothing for the most rigorous of occupations.

Due to the durable nature of the fabric, denim didn't really become popular until the 1930's.

As souveniers , Americans who visited "dude ranches" out West brought home these waist high overalls. The more washed, the softer and more comfortable wearing denim became.
Then came the 1950's...and teenage rebellion..and James Dean..Denim was the icon of revolt..and many schools banned the wearing of them. History was definitely made in the 1950's when movie goers faithfully adapted trends seen on the silver screen..
Just think..James Dean..and Monroe..and Brando

The late '60s and '70s saw the hippie movement with jeans a staple of attire. Many were embellished with embroidered designs featuring flowers , M J weed, or peace signs. Being constantly worn, they became faded and frayed, which made this look even more popular.

Or another favorite jeans wearing Television icon.....The Fonz of Happy days..the sitcom based loosely on the 1950's age of innocence in small town America..

The popularity of denim jeans grew in the next several decades, finally becoming high fashion in the '80's. Every designer put his brand name on the butt of his particular item..
How cold we not forget or remember this controversial ad for Calvin Klein Jeans? Teenage Brooke Shields uttered the lines "NOTHING comes between me and my Calvins!"

The economic recession of the early 90's slowed down sales, but it struck back with a vengence. The new millennium finds denim in just about every home worldwide.

Once worn only for dirty work, we now see denim paired with everything from sexy stilettos and lace, to sneakers and T-shirts. Accompanying you on your daily activities , jeans have come a long way since their grubby beginnings!