Jeans, Forever Blues Myth

The cloth used the tough coarse cloth to sail the sails across the Atlantic.

But until the rebel idol comes.

Dressing up, this kind of clothes made of coarse cotton cloth broke into the fashion world.

Today, regardless of race, class, belief and age, no matter how the tide changes, everyone loves jeans.

Since 50s, Hollywood idol Malone, Brando, Elvis Elvis, Preiss have been listed as well.

They all wear LEVI'S 501, making the jeans jump from the practical work clothes to the fashionable world of fashion. The trend swept through Europe in the 60s. Until the end of 80s, the LEVI'S 501 series button button style reinvigorated the wind and set off a two upsurge.

LEVI STRAUSS, a Jewish businessman, first started his grocery business in San Francisco in 1853, but successfully built a jeans kingdom in 15 years, producing a number of durable workwear with tough canvas, which is well suited to the needs of workers, farmers and miners.

The cloth is GENOA from Italy, and the trousers are called JEANS.

But STRAUSS wanted a more tough cloth, so Columbo used it as a coarse yellow cloth in the sail and dyed dark blue.

This is from a French town.

S's cloth was later reduced to DENIM, so DENIM was finally announced.

In 1870, a Nevada tailor created a "crash nail" to make the work clothes more durable. He wanted to borrow money from STRAUSS to register his patents for his invention. How did he collaborate with STRAUSS to make his invention go around the United States with LEVI'S jeans? It had no beautiful name. Only 501 of the factory numbers became a household name for a time.

LEE is another classic in American jeans culture.

At the end of the nineteenth Century, it was mainly durable.

And the World War II became the main product of the United States uniformed worker trousers.

In 20s, LEE launched the RIDERS series, consolidating the image of the LEE Series Western Cowboy.

As for WRANGLER's key development

Route, the western image of blue jeans was born in 1947.

During the Second World War, three companies had become well-known brands in the United States. WRANGLER made 2 million 440 thousand military uniforms for the army, and LEVI'S was also allocated to troops directly related to war due to shortage of materials.

Before long, many work clothes manufacturers imitated, and STRAUSS decided to identify the red flag on the side seam of the right rear pocket.

This is the first time a garment manufacturer has stitched the trademark outside the product.

Jeans do not bring much wealth to manufacturers because they turn into fashion. Jeans are always a plain work coat.

The image created by Hollywood giant Elvis and Brando in 50s made jeans indispensable.

Equipment and image change are the fruits of marketers' dream.

The image of the movie has never been related to the miners, farmers or cowboys. Instead, LEVI'S has become the uniform of the rebel and anti establishment advocates. The school forbade students to dress. STRAUSS also expressed dissatisfaction with the "new" image. But the fashion has finally pushed back all the resistance, and the printed magazine has been promoting the fashion trend of jeans.

After the war, class concept collapsed, people yearned for freedom, and casual clothes were liberated.

In the United States, young people find jeans that are completely suitable for themselves, and then jump into the bathtub after wearing them, so as to shrink to fit their own figure.

1963 Newsweek (

On the cover, a girl wearing WRANGLER jeans has been positively affirmed the status and image of jeans in the eyes of young people.

The age of young people has started. Jeans are the uniform of all of us. American movies and music are the most fashionable things. LEVI'S, LEE and WRANGLER are popular among thousands of young Europeans.

It's not enough to have an ordinary pair of jeans. Young people are looking for old and second-hand ones. The more they fade, the worse they get.

A lot of second-hand stores came into being. The prices were similar to the new ones, while the price of washed goods and indigo dyes soared. In the early 70s, jeans became a hot commodity in the Eastern European countries.

Although the three classic brands are numerous, designer jeans at the other end of the wind appear in late 70s and early 80s.

For example, GLORIA VANDERBILT and CALVIN KLEIN, but the traditional American jeans have always been slightly better and more appealing in Britain.

Launch GUESS at the end of 80s?

The controversial black and white ads successfully laid the credibility of designer jeans for GUESS, and no one will forget the sexy image of CLAUDIA SCHIFFER.

But not all designer designers can join the ranks of jeans. Like fashion master VERSACE, who loves rock and roll, who would believe that real joy and anger singers would give up the LEVI'S 501 that they loved for many years and change to VERSACE?

Brand success requires advertising promotion.

LEVI'S's advertising is the most innovative among many brands.

In 80s TV commercials, a handsome boy walked into the laundromat and took off the LEVI'S jeans in the washing machine. It was a classic advertisement, and the post LEVI'S advertisement was also full of originality.

No matter what brand, jeans can always withstand the trend of the big wheel, and have not been eliminated.

70s

A straight cut in 80s.

Jeans are basically invariable, durable, washable, durable and suitable for casual wear or dresses.

The myth of jeans will continue to break the boundaries of different regions, religions and classes, and become a truly common human cultural media.