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Last Updated: Jul 2nd, 2008 - 21:15:22 |
(NC)-It's hard to imagine in our era of fancy designer jeans and jeans on the runway, that when jeans debuted they were simply work clothes. Cowboys, miners and farmers wore them.
Actually, the tradition of indigo dying can even be traced back 7,000 years. But really that's prehistory. The first jeans we're actually made in Genoa, Italy. That's all fancy and European but the jean as we know today was born way back in 1873. That's when two men, Levi Strauss and Jacob Davis, received patent 139,121 for pants with rivets, to reinforce points of strain. That's when jeans were really put to work.
It wasn't until the 50s that the fortunes of jeans started to improve. Suddenly, kids and teens started to wear them as a fashion statement because jeans were rebellious, - they were cool. The youth culture had snapped up the lowly indigo trouser and pulled them on.
For the next decade or so jeans endured rough times. They were precluded by dress codes and kept out of certain restaurants and schools. But by the 70s, jeans became so fashionable and prevalent that the first designer pairs began to appear. Jeans were finally hitting the big time - the runway.
Around this time the denim industry was given a boost by the introduction of the pre-washing craze. This technique was developed by a Canadian, Donald Freeland of Edmonton, Alberta. Indeed Canada has always been a key player in denim, with brands like Manager making a lasting mark.
Manager founded in 1987, has been cutting popular jeans ever since. Manager aims to bring customers European styling at Canadian prices without sacrificing day-to-day wear-ability. "Jeans are not only about fashion but fit," explains Clive Melamdowitz of Manager. "Jeans are the kind of product that needs to reside in both high-end boutiques and mass retailers alike.
Because people want to look good, sure, but they also want to feel good and not everybody wants to spend top dollar for their denim and they shouldn't have to." That's why the brand has now made its popular jeans available at affordable prices at mass retailers like Wal-Mart.
Nowadays, consumers' love affair with jeans is at an all-time high. And that is why quality denim in all styles is available everywhere.
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