Grab your Levi’s and hold onto them, because denim is here to stay. In an era of fast fashion and micro trends, must-have wardrobe pieces come and go in the blink of an eye. However, one thing you can count on is your trusty Canadian tuxedo tucked away in your closet.
Jeans, once the original workwear uniform and now an American wardrobe staple, are often taken for granted but are far more than they seem. To truly appreciate the classic denim, it's essential to understand the material that makes them iconic: denim itself.
Denim entered the workwear scene in the 18th century, originating from the French term "serge de Nîmes," named after the city of Nîmes, France. "Serge de Nîmes," later shortened to "denim," was a cotton twill fabric originally made from wool and linen. It was first used for workwear in the Cévennes mountains of France and eventually traded across Europe, particularly in Genoa, Italy. As demand grew, denim became the fabric of choice for sailor uniforms in the Genoese navy. Over time, Genoa became known for its indigo-dyed fabric, and the term "jeans" was derived from the city's name, "Genes."
The jeans that Americans cherish today, popularized by Nevada-born Jacob Davis and the legendary Levi Strauss, were not the first time denim made its way into American culture. Surprisingly, the iconic jeans associated with American style didn’t debut on the lower half of a 90’s Hollywood heartthrob, but rather on the oppressed people of America.
As fashion historian Emma McClendon explained in the NPR article How Denim Evolved to Become an American Wardrobe Staple, "[T]he reality is that this was workwear worn for hard labor. Denim had been worn by enslaved African and African American descendants for generations. It was worn by Chinese immigrants building the Transcontinental Railroad. It was worn by women. It was worn by men. And it came in tandem with really grueling hard labor, which is often left out of a sort of romanticized view." Before gaining popularity in modern media, jeans served as a durable, protective barrier for everyday people performing hard, laborious tasks. From there, jeans evolved into everyday wear, eventually becoming a staple of American culture.
Jeans became a fashion statement for anyone who could get their hands on them, sparking social trends that turned heads—not just for women. Denim crossed traditional boundaries, proving that anyone could wear jeans. Western cowboy movies inspired generations to become “Cowboy Kings,” donning denim from head to toe. This denim phenomenon continued from the 1930s into the 1950s, embraced by "greasers" with slicked-back hair and a love for the open road, often on the back of a Harley. John Travolta perfectly embodied this in the iconic musical-film Grease.
Continuing through history, jeans remained a staple in Western American culture. They were spotted on the Sunset Strip in California and in the back of Volkswagen vans parked at Woodstock. Enter the beloved bell bottoms that defined the 1970s. But the disco-era denim didn't stop there—jeans gained an elevated status. Brands like Calvin Klein and Jordache brought luxury to denim, with star-studded "My Calvin" ads influencing people worldwide. As the 1980s rolled in, bell bottoms fell out of fashion, making way for trends like acid-washed, paper bag waistbands, and high-waisted jeans.
This trend continued through the 90s, ushering in an era of bootcut, low-rise flares, and, of course, jean jackets. Jeans were everywhere—in the media, on rappers, and even on royals. The queen of our hearts and a fashion icon to all, Princess Diana, gave the world unforgettable denim outfits, captured on camera throughout the 1990s. In true duality, jeans also became iconic in hip-hop culture, with motifs of Chicano influence. From Compton, LA, to Brooklyn, NY, 90s hip-hop popularized baggy jeans and jorts, paying homage to the diverse cultures that make America the melting pot it is.
Circling back to the modern day, jeans have made a comeback that pays homage to all eras of fashion. The early 2000s trends, from Britney Spears' iconic low-waisted jeans to JNCOs and True Religion, have recirculated in the new decade. Since 2020, there's been a wave of renewed interest in vintage denim styles. Bootcut, barrel jeans, bell bottoms, and more have found their way back into fashion rotations.
Evidently, jeans have withstood the test of time, constantly adapting and evolving into the styles we wear today. The trends born from this evolution continue to recirculate, proving that our trusty 505s are a timeless and sustainable wardrobe staple. Jeans have become an integral part of American culture, inspiring creatives around the world and across the country.
All images are sourced from Pinterest
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