The history of denim jeans: from origin to global icon

Denim jeans are far more than just a garment; they are a symbol of culture, style and innovation that has transcended centuries, continents and generations. From its humble beginnings as workwear to becoming a global fashion icon, jeans have undergone an incredible transformation. In this blog, we will explore the fascinating history of denim jeans, find out how they came to be, where they were created, which brands have made history and how they have evolved over time in Europe and around the world.

The origin of denim jeans

The creation of denim fabric

The history of jeans begins with the creation of denim fabric. The term "denim" is derived from the city of Nîmes in France, where a robust cotton fabric called "Serge de Nîmes" was produced in the 16th century. This fabric, consisting of a cotton weave with white weft threads and warp threads dyed in indigo blue, proved to be extremely hard-wearing and durable. The combination of durability and color made it ideal for workwear.

Denim was different from "denim," another sturdy but less costly fabric originally made in Genoa, Italy. Genoese sailors wore pants made of this material, called "jeans", because of their practicality and durability. But it was denim, with its special weaving technique, that conquered the world thanks to its exceptional robustness.

 

The invention of jeans: Levi Strauss and Jacob Davis

The history of jeans as we know them today began in the 19th century in the United States during the California Gold Rush. It was in this context that Levi Strauss, a German immigrant who had settled in San Francisco, saw an opportunity. In 1853, Strauss began selling fabrics and other household items to the Californian gold miners. He soon realized that the workers needed durable pants that could withstand the harsh conditions in the mines.

In 1872, Jacob Davis, a Latvian tailor living in Nevada, contacted Strauss with an innovative idea. Davis had developed a method of reinforcing the most exposed areas of the pants with copper rivets, which made the pants much more robust. However, as he did not have the necessary funds to patent the invention, he proposed a partnership to Strauss.

On May 20, 1873, Strauss and Davis received the patent for the "blue jeans" with copper rivets, which marked the beginning of mass production of this garment. The first jeans produced were made of denim fabric and had a simple and functional design with five pockets and reinforced seams.

 

The rise of jeans: from workwear to cultural symbol

Jeans in the 20th century: From the ranch to the streets of Hollywood

For decades, jeans remained mainly workwear, especially prized by miners, cowboys and farmers for their strength and durability. In the 1930s and 1940s, however, jeans began to enter popular culture thanks to Hollywood's Western films. Movie stars such as John Wayne and Gary Cooper wore denim jeans in their cowboy roles, helping to popularize this garment to the general public.

After World War II, jeans began to gain popularity among young Americans. In the 1950s, jeans became a symbol of youthful rebellion thanks to cinematic icons such as James Dean in "...because they don't know what they're doing" and Marlon Brando in "The Wild One". Young people adopted jeans as an expression of a new lifestyle that rejected traditional social conventions. This period marked the beginning of the transformation of jeans from simple workwear to a fashion statement.

 

The legendary brands: Levi's, Lee and Wrangler

With the increasing popularity of jeans, various brands became synonymous with quality and style. Levi's was of course already a household name, but was soon joined by other historic brands such as Lee and Wrangler.

**Levi's**: Founded by Levi Strauss, Levi Strauss & Co. has become the most iconic jeans brand in the world. The Levi's 501 model, introduced at the end of the 19th century, is probably the most famous jeans model of all time and is still a symbol of style and quality today.

**Lee**: Founded in 1889 in Kansas by Henry David Lee, the Lee Mercantile Company began manufacturing workwear. In the 1920s, Lee introduced its first jeans, which quickly became popular for their fabric quality and comfortable design.

**Wrangler**: Wrangler, founded in 1947, is another historic jeans brand that is particularly popular with cowboys and rodeo fans. Known for its durability and design that was perfectly suited to the needs of the working man, Wrangler has earned a reputation as an authentic and durable denim brand.

 

The jeans invasion in Europe

The arrival of jeans on the old continent

While jeans conquered the United States, their spread in Europe was more gradual. During the Second World War, American soldiers brought jeans to Europe and introduced this item of clothing to Europeans. It was not until the 1950s and 1960s, however, that jeans began to gain popularity among young Europeans.

Initially, jeans were seen as a symbol of American culture, associated with freedom, rebellion and the American dream. European youth, fascinated by the icons of American cinema and rock'n'roll music, quickly adopted jeans as part of their daily wardrobe. This period marked the beginning of the spread of jeans throughout Europe.

 

The revolution of the 1960s and 1970s

In the 1960s and 1970s, jeans became a symbol of the counterculture movements in Europe. Young people taking part in anti-war protests, student uprisings and civil rights movements adopted jeans as a sign of solidarity and rebellion against the authorities. During this period, jeans began to lose their image as an "American" garment to become a universal symbol of social change.

In Italy, jeans were particularly popular with young people in the big cities, who saw them as a versatile and fashionable garment. In France, jeans became popular with students and intellectuals from the left-wing scene, who wore them as a symbol of resistance against the establishment. In Germany, too, jeans became a symbol of rebellious youth, especially in the turbulent 1960s.

 

The rise of European brands

With the increasing demand for jeans, European brands began to emerge, leaving an indelible mark on the history of denim. Among the best-known brands are Diesel, Pepe Jeans and Fiorucci.

**Diesel**: Founded in 1978 by Renzo Rosso, Diesel is an Italian brand that revolutionized the jeans market. Diesel was characterized by its innovative approach to design, with special washes and a bold style that conquered the global market. The motto "For Successful Living" became synonymous with a young and dynamic lifestyle.

**Pepe Jeans**: Pepe Jeans was founded in London in 1973 and quickly became one of the most popular jeans brands in Europe. Known for its fashionable designs and the quality of its materials, Pepe Jeans has succeeded in combining British style with international appeal.

**Fiorucci**: Fiorucci, an Italian brand founded in 1967 by Elio Fiorucci, had a huge impact on the fashion world in the 1970s and 1980s. With an eccentric and colorful approach, Fiorucci took denim to a new dimension by mixing jeans with influences from pop culture and youthful subcultures.

 

The development of jeans in the 21st century

Jeans as luxury clothing

In the 2000s, jeans underwent a further transformation, becoming a luxury garment thanks to the intervention of high fashion designers. Brands such as Gucci, Dolce & Gabbana and Versace began to incorporate denim into their collections by using luxurious materials, elaborate embellishments and handcrafted details. These designers took jeans to a new level, transforming them from a simple everyday item to a coveted fashion item showcased on the world's catwalks. Today, designer jeans are synonymous with style and exclusivity and show just how far this garment has come.

 

Conclusion: Lee and Wrangler, style icons available on our website

Lee and Wrangler are not just historic brands, but true pillars in the world of denim. With over a century of experience, these brands have managed to evolve without ever losing their essence: Quality, durability and authentic style. Whether you're looking for the comfort and durability of Wrangler jeans, perfect for a casual and carefree look, or the timeless charm of Lee jeans, with their classic and everlasting cut, you're sure to find what you're looking for.

And the best part? You can buy both of these iconic brands directly from our website, with the convenience of a simple click. Don't miss the opportunity to add a piece of denim history to your closet, safe in the knowledge that you're purchasing a quality product that will last you for years to come. Discover our collection and be inspired by the endless possibilities that Lee and Wrangler have to offer!