amala paul

                                                          A NEW ERA FOR JEANS

No other apparels matched the illustrious history of blue jeans.  With its beginnings as a humble hard labor work-wear, it grew to become an universally accepted leisure clothing, and then evolved into glamorous and highly sought-after chic designer fashion.

The trend towards leisure wear may have begun during the 1930s when the blue denim hit the big screens in American cowboy movies. By the 1950s, other manufacturers, like Wranglers and Lee Coopers, began to manufacture their own brands with their own signature cut to meet consumers’ demand.  During the same period, the popularity of jeans grew far and wide as it became synonymous to pop culture and teen rebellion when movie idols like Marlon Brando, Elvis Presley and James Dean became ambassadors of the blue denim.

The 60s and 70s marked another memorable chapter in the history of blue jeans as people associate the denim with the hippie revolution. During this period, different colors, styles and decorations were introduced with the most ingenious and well-remembered designs from this era being the bell-bottomed and hip-hugger jeans.  Floral and other embroidery, studs, metal eyelets and various graffiti biro writing adorned the denim jeans. Stone-washed, ripped, frayed, and destroyed jeans giving the wearer unique character became popular apparels.

During the late 70s and 80s, jeans received another boost after major fashion houses like Calvin Klein and Armani glamorized it with creation of designer label styles. In recent years, designers introduced various novelties like silver & gold-sprayed jeans, and adding crystal beading, fur and feathers to creations. There are also those with tribal motifs and decorative pockets, all augmenting the rich and memorable history of jeans. Though a simple $30 pair may look similar the $500 designer jeans, there is a lot of attitude difference – it is a fashion statement!

Lyca was added to the fabric during the 1990s to enhance its comfort and fit. Other materials like polyamide and polypropylene were subsequently introduced. During the same period, jeans’ popularity wane temporary as teenagers turn to other fabrics as well as other styles like combat, carpenters, khakis and chinos, though it never went out of fashion .

One notable point in the history of blue jeans is that even though various variants were introduced over the years, blue jeans remained the undying love of the all segments of the population.  Ripped and destroyed jeans also looks set to be around of years to come.

All indications show that jeans will continue to flourish. Today, it is a billion dollar and fragmented industry with a proliferation of brands like True Religion, Blue Cult, Rock N’ Republic and Citizen of Humanity. Limited edition jeans like the Red Monkey Jeans drives enthusiasts wild it is difficult to get hold of a pair of authentic jeans. Jeans made of natural fibers such as wool, hemp, silk, cashmere and linen are also available. The apparel is available via internet purchase. Enterprising manufacturers have also used it to make a wide variety of products like handbags, skirts, caps, shoes, cushions and furniture-coverings.