Denim Jeans Become Accepted as Fashion (Great Events from History II: Business and Commerce Series)
Article abstract: By 1975, fashion designers were an established part of the huge market for blue denim jeans.
Summary of Event
By the mid-1970’s, American fashion designers had latched on to blue denim. They fashioned this fabric into jeans and a variety of apparel and accessory items that were marketed successfully around the world. American Fabrics and Fashions, a trade publication, stated that one of the major worldwide trends of the 1970’s was the denim craze.
To understand why designers of high fashion invested time, talent, and money into denim, a fabric of the laboring class and the hippie movement, a review of the fabric and the nonverbal communication symbols associated with denim, and blue denim jeans in particular, is necessary. An understanding of the dynamics of fashion and society explains why this unusual union of high fashion designers and denim occurred.
The history of denim, a twill weave originally made of 100 percent cotton, goes back to Nimes, France, where the fabric was manufactured as early as 300 c.e. The fabric’s original name was serge de Nimes, later Americanized to “denim.” One of the first uses of denim in the United States was as a covering for Conestoga wagons that carried pioneers west.
The origin of jeans is attributed to Levi Strauss, a Jewish immigrant from Germany. In 1850, Strauss, loaded with a bolt of canvas to be fashioned...
(The entire section is 2349 words.)
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