Retrospective: Jean Through the Ages

Introduced by Levi Strauss and Jacob Davis, jeans were first presented as the symbol of the working class. Denim clothes were worn by slaves in the cotton fields of America.

The appearance of the jeans changed as the dust-colored fabric and the holes were created after the difficult tasks of the workers.

Today we buy jeans inspired by this period as if to pay tribute to their work in these difficult times.

Jeans were worn in West America to symbolize independence and rural class. After World War II, jeans traveled around the world to develop in Europe, which greeted this new garment with enthusiasm.

At the same time, Marlon Brando, in his film "The Wild One" or James Dean in "Rebel Without a Cause", among other famous and admired Hollywood actors, were the icons of the rebellion. This new image of the "bad guy" in costume seduced the population who wanted to look like these inspiring actors.

Hollywood appropriates the jeans and presents its characters and heroes in this outfit in the 50s. Everyone starts to associate with these characters representing the new culture of fashion because the 50s were synonymous with road movies, and bikers in a leather jacket.

This image began to worry American institutions. While institutions in the United States banned jeans in schools, teens were even more inclined to wear them. This movement of solidarity has made jeans a symbol of democratization, youth, and freedom.

In the early 1960s, flowers and peace signs were embroidered on jeans with the arrival of hippies. The counter-culture movement first arose in the United States, before spreading to the Western world. This period inspired pop art, music, and theaters, and its liberating essence is still anchored today.

From that moment on, jeans became cheaper and more accessible.

Between the 90s and 2000s, skinny jeans were everywhere. Punk and rock stars wear legendary outfits: Nirvana, The Rolling Stones, Bruce Springsteen, The Doors, The Beatles, and many more wore blue jeans in their music videos or on stage.

These new tight-fitting jeans are derived from the “skinny”, “slim” shapes of feminine pants.

It was then that Marilyn Monroe and other famous actresses represented and embodied a liberating role. Women recognized themselves in these models and globalization was born from the message they associated with jeans.

The emancipation of women created a huge wave in Europe and made it possible to break the codes of macho cowboys and to include it as a new positive symbol in our society.