Denim is seen as an honest fabric, both substantial and unpretentious. So how did this utilitarian fabric become the stuff of legends? Whether it is highstreet, high-fashion or luxurious designer denim, there are few people who don’t have a pair of denim jeans in their wardrobe. In the beginning, denim was called “serge de Nimes” and originally made in Nimes, France. The word was soon shortened to denim.
The fabric was originally used by workers, who wore denim clothing because it was durable, extremely strong and perfect for their daily jobs. In the 1800s, American gold miners wanted clothes that were strong and did not tear easily, and this is when the brand Levi Strauss was created to supply the demand.
The 1960s saw university students, hippies and “peace and love” anti-war flower children customising their denim jeans with embroidery and painted
psychedelic images. In the 21st century, premium denims command high
prices in an increasingly discerning market.
Denim an honest, substantial and unpretentious fabric
Those designer jeans your are wearing can trace their origins to humble working men
Denim is seen as an honest fabric, both substantial and unpretentious. So how did this utilitarian fabric become the stuff of legends? Whether it is highstreet, high-fashion or luxurious designer denim, there are few people who don’t have a pair of denim jeans in their wardrobe. In the beginning, denim was called “serge de Nimes” and originally made in Nimes, France. The word was soon shortened to denim.
The fabric was originally used by workers, who wore denim clothing because it was durable, extremely strong and perfect for their daily jobs. In the 1800s, American gold miners wanted clothes that were strong and did not tear easily, and this is when the brand Levi Strauss was created to supply the demand.
The 1960s saw university students, hippies and “peace and love” anti-war flower children customising their denim jeans with embroidery and painted
psychedelic images. In the 21st century, premium denims command high
prices in an increasingly discerning market.
In the first half of the 20th century, the influence of cinema and Westerns, especially those starring John Wayne, popularised denim clothing. In the 1950s, denim became associated with youth rebellion, personified by James Dean in Rebel Without a Cause.
FLARES AND BELLBOTTOMS WERE THE POPULAR SILHOUETTE IN THE 1970S
TOP FASHION DESIGNERS ADDED DENIM TO THEIR COLLECTIONS IN THE 1980S, LEADING TO A CRAZE FOR ‘DESIGNER JEANS’
A collaboration between Amsterdam-based Tenue de Nîmes and influential Japanese brand Japan Blue uses 100% cotton sourced in Côte d’Ivoire. Japan Blue donates a percentage of sales to support areas of development, offering a better future for Côte d’Ivoire’s people.
A sustainable approach has helped to differentiate the brand Nudie, The Naked Truth About Denim. Sustainability is crucial as the jeans manufacturing process consumes high quantities of water and produces caustic run-off. Nudie avoids these practices, using 100% organic cotton.
In search of the perfect fit, Swiss label Selfnation has developed an algorithm to create perfectly fitting jeans with online 3D visualisation. The clients enter their measurements on the company’s website and choose a preferred style. The jeans are tailored in Germany and Switzerland with premium-quality denim from Italy.
Premium denim brand Momotaro is based in Kojima, Japan, where tradition
lives on and artisans continue to weave their textiles on vintage looms,
meticulously using techniques passed down through generations.
July 2016