From Labour to Luxury: Story of the Quintessential Denim
In the words of the celebrated Italian fashion designer Giorgio Armani: “Jeans represent democracy in fashion”. So there you go! No matter the trend in the market at any given time, your denim will always have a space of its own.
From being the clothing line for hard labour in America to a quintessential part of our wardrobes, and to the runway, the story of the denim has evolved like anything. The first name given to jeans was “waist overalls”, so strongly was it identified with ‘working clothes’.
From there on to a place where it has an undeniable fashion quotient associated with it, denim has graduated several notches from merely being a utility outfit to a fashion statement.
But do you know when and how jeans was born? The birth date of blue jeans is considered to be May 20, 1873. The genesis of denim and jeans has an interesting history behind it. In the mid-19th century Jacob W. Davis, a tailor from Nevada who made functional items such as tents, horse blankets and wagon covers, was asked by a customer to design a pair of rugged pants that could withstand the wear and tear of hard manual labour. Davis eventually ended up buying denim from Levi Strauss & Co and made a new kind of pants by toughening up the denim through copper rivets placed at pockets and flies in order to prevent them from getting ripped off. And thus began the partnership of Davis and Levi Strauss. The rest, as they say, is history.
Cut to contemporary times and you find that the story of denim continues to evolve even today. To lay your hands on your favourite pair of jeans, you hardly need to take the hassle of visiting a store anymore. Jeans/denim is one of the most popular categories purchased online.
Myntra for instance offers a wide ranging variety of jeans from luxury brands such as Antony Morato to other popular ones like Wrangler, Levis, Forever 21 and Vero Moda. And last but not the least, there is Roadster, loved by brand aficionados both on and off the road. So go shop denims from your favorite brands on Myntra, they will always find their space in your wardrobe.