THE ICONIC DENIM

THE HISTORY OF BLUE JEANS IS IN CLOSE SYNC WITH THE NEW FASHION PROPOSITIONS. OVER THE YEARS WE HAVE SEEN HOW THE ICONIC ITEM HAS BEEN REDESIGNED WITH NEW VERSIONS, WHICH HAVE MODERNIZED IT GIVING IT A NEW LIGHT.

Originally born as a work garment, jeans have become the most worn item from all generations over the years. As is well-known, the term jeans refers to a five-pocket trouser, while the term Blue Jeans comes from the Blue of Genova. The word “jeans” was coined in conjunction with the export of the indigo-colored fustian fabric. The boom exploded in 1853, when, following the discovery of gold in California, Levi Strauss opened a store in San Francisco to sell items and clothing useful to gold seekers.

Strauss improved the fabric, which was initially not very durable, using denim. He joined one of his customers, the tailor Jacob Davis: the first jeans denim was born. Patented in 1873 by the US Patent and Trademark Office patent infringement period, since 1890 other companies were able to start manufacturing these trousers. In the 1900s came Lee and the Wrangler and many stars that made it become an indispensable and unisex multiuser.