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The history behind Denim

It’s odd for us denim devotees to think that one of the most coveted items in fashion came from such simple roots. These days it’s completely normal to drop hundreds of pounds on a pair of jeans. Yet hundreds of years ago denim was far from the elite item it has now become. Originally, denim fabric first rose to popularity amongst labour workers and slaves in the 18th century. It was cheap to produce, and due to the fabric’s strong durability it was favoured by workers who had gruelling tough jobs.

As the 19th century approached, jean cloth was still the first choice for labour workers. Mass production of the product was soon to take off with one of the most well known denim brands being established during the same era. Levi Strauss began supplying gold miners in California with his textiles in 1853. Nearly twenty years later, Strauss had perfected his denim trousers, and patented them in 1872. Over a century later Levi jeans remain as one the world’s favourite denim brands.

It took a long time for denim to lose its associations with the working trade. History usually denotes the 1940’s as a time when denim first became suitable leisure wear. At a time when the world was just coming out years of war, fashion had begun to take a playful approach. Young people were influenced by screen heroes like James Dean, with his rebellious image and penchant for denim he unintentionally became the poster boy for jeans.

By the 1950’s jeans had become socially acceptable amongst trendy youths, though the older generation still needed convincing. Denim brands were also becoming increasingly aware of the effect advertising had on the public, and print adverts in newspapers especially became more in use. Being able to reach a huge demographic through the media was a great means of publicity, but it only strengthened the backlash from parents who didn’t like their kids wearing jeans. Denim represented youth, it was rebellious, daring and innovative – a world away from the wholesome, clean cut image most parents were used to and wanted for their children.

However, the popularity of denim was unstoppable, and the following decades saw Asian and European markets adopting denim into their wardrobes just as much as the US previously had. Inevitably, denim was inescapable. As years passed, new styles and trends for the versatile fabric beckoned. Yet one factor has always remained; the ability jeans have to make a person feel young at heart.

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Premium Denim – Classic Styles

Practically everyone owns a pair. Jeans are our trusty wardrobe staple we turn to when style inspiration has run dry. Whether you’re running errands, lounging about at home, or meeting up with friends – there’s always a reason to pull on your faithful pair of jeans. But here at Secret Sales it’s not about any old pair of worn out jeans, we’re strong believers in dressing to impress. So if you’re going to do denim, do yourself a favour and do it in designer.

Forget eye popping price tags, those are a no-no by us. If there’s any eye popping to be done, it’ll be the difference you see in the mirror wearing designer jeans compared to your old regulars. Denim has been around for centuries, but the novelty of premium styles is relatively younger. The 1980’s have always been regarded as a power decade, and when it came to fashion that’s particularly true. Lust for designer fashion soared during the Eighties, yet the designer jeans craze was only just getting started. Premium jeans meant that the style was being worn by an even bigger range of people, and to a broader scale of events. Upscale restaurants, clubs and bars – high fashion jeans fit in just fine. And by attracting designer names, attracting the A List was only natural to follow.

Fashion designers had become privy to the mass appeal celebrities were able to have on influencing the public. One of the most notable instances was in 1995 when Calvin Klein jeans featured a teenage Brooke Shields provocatively posing in her Calvin’s. The media stirred, but the fashion industry took notice – celebrities backing advertisements is an industry standard these days.
 
And when celebrities aren’t on the billboard, they’re trying their hand at the design process. Some of today’s biggest stars have launched their own denim lines, from Victoria Beckham’s dVb jeans, Nelly’s Apple Bottom jeans and Justin Timberlake’s William Rast collection. These denim lines have grown cult status amongst designer favourites like Joes jeans, J Brand, 7 For All Mankind and Paige Denim – all brands we regularly see in Tinsel town.

You don’t have to be celebrity/fashion designer to make an impact though; celebrity style is always influencing us and in a way serves as an unofficial endorsement. During the late Nineties we all loved Britney’s low rise bootcut flares. Recently Sarah Jessica Parker and Rachel Bilson have made boyfriend jeans stylish, whilst starlet Nicole Richie popularised skinny jeans. It’s not just the ladies though, even fashion extroverts like Russell Brand made skinny jeans ok for men.

Choosing designer jeans shouldn’t be influenced by the label or trends, a well fitting pair of jeans will always be in style, and can end up being that wardrobe staple you’ll want to turn to
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