Jean & Me

A Modern Fairy Tale

Once upon a time, in 1873, two gentleman named Jacob Davis and Levis Strauss invented the first pair of denim for gold miners. These pants were sturdy and worn to protect the miners in harsh conditions during the California gold rush. They fondly patented their creation as Jeans, after the city in Genoa in Italy where the cotton or “Jean” was manufactured.

For years, jeans were worn by men only and were rivet enforced, inexpensive and readily available. Until later on, women then started wearing high waisted denim in a slim cut in while working on farm lands for the first time ever following World War II. Before long, the glamour of Hollywood movies presented denim as a “danger persona” and Marilyn Monroe made denim more mainstream starring in Clash By Night. But the schools didn’t like this very much, they saw this has rebellious behavior and banned denim from schools.

But denim prevailed that it was used for good, an expression of fashion and the times. Even the talented Yves Saint Laurent, “blue jeans are the most spectacular, the most practical, the most relaxed and nonchalant. They have expression, modesty, sex appeal, simplicity”. Jeans changed in many ways over the following six decades - bell bottoms, flare, acid wash, grudge, straight leg, paint, patches, low rise, loose cut, distressed, jeggings, colors… all as unique form of one's expression. Now, we have a mixture of all styles to choose from everyday. We can follow our visions and dreams to create a look that is perfectly suited for our adventures.

And we all live happily ever after.