JEANS, THE GARMENT THAT LASTS IN TIME… AND IN FASHION.
Jeans, denims, blues,… are some of the names of the most successful garment of recent decades, the only one that has withstood 6 generations without undergoing almost changes and without losing its essence. It has dressed workers, rich and poor people, rebels, Hollywood stars, modern and classics, young and old people. No one has resisted them and the public continues to succumb to their strange and timeless charm today.
Its origin is not without controversy, it is normal, because when something is a success of such magnitude there are no more than enough suitors to claim the origin. In this case, the Americans, the French, and the Italians are vying for merit. Back in 1853, in the middle of the gold rush and with the construction of the railroad in North America, there was a great need for sturdy clothing. America was a prosperous and effervescent country where there was everything to do and farmers, miners, ranchers (cowboys), railroad workers, etc…. they needed clothing that would resist to strong daily wear.
-Levi Strauss transformed tents into work overalls-
The German Levi Strauss set up a tent business in San Francisco designed to satisfy the miners. After realizing that the miners preferred to sleep in the open and that what they really needed were sturdy pants, he decided to use the canvas fabric from the tents to make work overalls. For this reason, these garments were initially brown. Later (1873), Strauss partnered with a tailor named Jacob Davis who had the idea of reinforcing pants with copper rivets in delicate areas where they used to break. This finally was the origin of the first Jeans.
-Americans, French and Italians dispute the merit-
It was later when jeans began to be manufactured in their characteristic blue color that we know today. This color has its origin in the Italian city of Genoa or Genes. The fishermen of this city dyed the fabrics with a pigment called indigo that came from India. The English ships stopped at the port of Genoa and loaded the fabric called «Blue de Genes» (Genoa blue) to export it to America. This is precisely where the word Jeans comes from.
The French version defends that this strong and resistant fabric with which the sails of ships and sailors’ pants were made and that gave rise to Levi Strauss jeans was really manufactured in the French city of Nimes and was called ‘Sarge de Nimes’ which led to Denim. What is certain is that in one way or another the origin of the fabric is in the Mediterranean but the merit in the creation of jeans as a garment went to Levi Strauss and Jacob Davis in America.
Currently the term ‘jeans’ is used for the garment itself, that is, the jeans pants or denim trousers, and denim is used both for the garment and for the indigo fabric with which it is manufactured.
The success of this garment came in the 60s thanks to the film industry. Icons such as James Dean or Marlon Brando, symbols of youthful rebellion, associated the image of jeans with their lifestyle.
In the 70s, jeans had become an iconic and universal garment that did not distinguish between sex, class or race.
And in the 80s he entered the world of fashion beginning to develop different washes and much more elaborate effects that gave different characters to the garments.
Throughout its recent history, jeans/denims have always been linked to all youth movements and activities such as cinema, music, dance, urban tribes, even to some sporting practices such as skaters, or some styles of bikers.
At JeansTrack we are in love with jeans (denim) to which some of us have dedicated ourselves professionally for more than 25 years and now we have added another of our great passions which is sport to create this sports brand.
SOME CURIOSITIES :
• In Latin America denim is called mezclilla.
• For the CEO of Levis, jeans should be washed only occasionally and on a daily basis, stains should be removed and aired «that’s enough,» he said.
It sounds disgusting but it can be done, said the executive, who assured that the best way to keep the jeans clean and «like they were brand new» is to put them in the freezer for a few hours once a week.
• A student at the University of Alberta, Canada, broke a record by wearing the same jeans for 450 days, without washing them.
• The Levi’s company still has the first pair of Levi’s 501s, made in 1879 and worth more than € 45,000.
• Since Jacobs had no money to patent the idea, he proposed to Levi to do business together and on May 20, 1873 they received patent # 139,121 from the US Patent and Trademark Office and jean as we know it was born.
• The Italian Supreme Court of Appeal in Rome acquitted a prisoner of rape, arguing that jeans cannot be removed without the consent of the wearer.