1870s
The story of jeans begins in the 1870s, with a notable milestone on May 20, 1873. Levi Strauss, a San Francisco merchant, joined forces with Jacob Davis, a tailor, to patent sturdy work trousers made from Nimes twill reinforced with metal rivets. The fabric, later known worldwide as denim, comes from serge de Nimes, meaning Nimes twill. The pants themselves earned the name jeans, a nod to a similar fabric once imported from Genoa, Italy. This era marked the start of a durable workwear revolution that would travel far beyond California.
In the 1870s, Strauss & Davis began producing denim overalls, and jeans entered the market in the 1890s, widening their reach among laborers and workers who needed reliable attire for tough jobs.
1930s
Originally created as rugged gear for miners and farmers, jeans gradually found a broader audience. By 1934 Levi’s introduced a women’s model called the Lady, helping jeans slip into everyday wardrobes. The decade also saw practical updates like zippers replacing buttons, driven by user preference and evolving fashion needs.
1950s
The late 1940s kicked off a shift from workwear to casual wear as denim stock expanded and American influence spread across Europe. After World War II, jeans became a symbol of youthful rebellion, propelled by Hollywood icons. The on-screen pairing of jeans with leather jackets projected freedom and nonconformity. Some U.S. schools even banned jeans due to concerns about appearance and behavior, reflecting society’s ongoing debates over style and discipline.
1960s
Jeans gained wider appeal among women in the late 1950s and early 1960s, with stars like Marilyn Monroe and Brigitte Bardot popularizing the look. By the end of the decade, flared jeans with embroidery and tassels became associated with the hippie movement, signaling a desire for autonomy and self-expression.
1970s
The 1970s favored wide, relaxed silhouettes, embraced by celebrities such as Farrah Fawcett, Lauren Hutton, and bands like ABBA, while Jane Birkin embodied effortless glamour. Low rises, wider belts, and longer hems were celebrated as expressions of liberation and style experimentation.
1980s
Jeans stepped into the realm of high fashion during the 1980s, with Calvin Klein at the forefront. A memorable advertisement featuring Brooke Shields underscored the era’s bold marketing, promoting a sleek, fitted silhouette. The decade also faced critiques as some denims faded from deep indigo, prompting designers to rethink finishes and washes to retain vibrancy.
1990s
Early in the decade, jeans moved toward simpler, more relaxed silhouettes such as high waistlines with a looser top and a tapered leg, a look later popularized as the mom jean. Figures like Princess Diana helped elevate denim, while Winona Ryder showcased more understated styles. Mid-decade brought ultra-skinny fits, driven by music and film personalities, and the grunge movement popularized distressed denim, which evolved in meaning and use over time.
2000s
At the turn of the century, low-rise jeans remained common. The era featured daring styles like tube silhouettes and visible thong detailing for some, while bootcut jeans offered a practical flare that paired well with boots. These trends reflected a move toward bold denim statements and varied fits.
2010s
Social media helped skinny jeans dominate much of the decade. Denim shades expanded beyond classic blue to include black, gray, and even pink. Meanwhile, low-rise designs faded from mainstream appeal as comfort and coverage took priority.
2020s
Modern denim fashion emphasizes versatility. Skinny jeans remain popular, but a wide range of options now coexists, including mom jeans, straight legs, cargo styles, and flares. The color palette and washes are diverse, making denim a staple across many looks and occasions. Attribution: Denim history source.