The name Denim is a short form of ‘serge de Nîmes’ because this form of twilled cotton originated from Nîmes in France. Denim was used in Europe from at least the end of the 17th Century, but its popularity escalated rapidly in the USA during the 1870s Gold Rush.
American gold miners needed durable clothing. To meet this demand, a man called Leob (later Levi) Strauss created a strong style of workers’ trousers and overalls, incorporating copper rivets on the main stress points.
These items were quickly adopted by Californian miners and became their wardrobe staple. Originally made from uncomfortable hemp, Strauss switched to using denim, and jeans were born.
In the 1940s, Western films became popular and the appearance of cowboys in jeans on screen prompted a demand for the garment amongst American consumers – creating arguably the first iconic retail clothing item with appeal to a broad audience. Fewer jeans were produced during the Second World War, but the sight of American soldiers wearing them off duty continued to fuel the interest in denim, both in the United States and abroad.
In the 1950s, denim became less a symbol of national pride and more one of teenage rebellion against conformity, as represented by films such as ‘Rebel Without a Cause’. Wearers were often refused admission to cinemas, restaurants and other establishments. But recognition of the versatility and comfort of jeans grew and in the 1960s, they became more acceptable (and also individualized as the trend for customizing them with embroidery and patches took hold during that era). By the 1970s, denim was firmly established as being fashionable and ubiquitous – no small achievement. The 1980s saw the advent of ‘designer jeans’ and denim took to the catwalks. In the 2000s, almost every fashion brand has developed its own denim line and it has become the preferred style across all age groups.
Contribution to Retail History As US denim giants expanded their scope, denim rapidly became an iconic symbol for the American way. It is now a fashion staple among all demographics around the world. It has also become a mainstay of the workplace and is readily acceptable in almost any corporate and social environment. The global denim jeans market will continue to grow and is estimated to generate almost $130 billion in retail sales by 2021.