jeans: blue denim

levi’s denim jacket

the history of denim, the fabric phenomenon of the last centuries: the 18th century in the eighteenth century as trade, slave labour, and cotton plantations increased, workers wore jean cloth because the material was very strong and it did not wear out easily.

— the 19th century: the california gold rush the gold miners wanted clothes that were strong and did not tear easily. in 1853, leob strauss started a wholesale business, supplying clothes. strauss later changed his name from leob to levi.

— the 1930’s: westerns cowboys – who often wore jeans in the movies-became very popular.

— the 1940’s: war fewer jeans were made during the time of world war 2, but they were introduced to the world by american soldiers, who sometimes wore them when they were off duty. after the war, rival companies, like wrangler and lee, began to compete with levi for a share of the international market.

visionaire: the blue issue nr.31