Jeans fashion through the ages

Jeans are a ubiquitous fashion item almost all over the world today, so it may surprise some people to learn that denim clothing was not originally designed with fashion in mind at all - but rather as a more durable material to be worn by manual labourers to protect the clothing underneath.

The material is first mentioned in 18th century America, where it was commonly worn by slave labourers working on plantations, before becoming the trousers of choice for miners operating along the west coast of the United States in the 19th century. In fact, the now-prestigious Levi's Jeans company emerged during this time as the premier supplier of cost-effective, durable work wear to miners and their employers. Marketed as 'waist overalls,' jeans remained a protective secondary layer of clothing and did not become substitutes for regular trousers until the beginning of the 20th century.

So when did denim evolve from a mere practicality to a cornerstone of fashion? Experts point to the explosion of cowboy films in the 1930s, which often featured the heroes wearing denim jeans typical of the times. While the fashion industry suffered like any other during wartime, the consumer-driven 1950s and beyond saw a re-emergence of jeans fashion, particularly among younger people who kick-started a new age of interest in denim that has never gone away. It was around this time that the name 'jeans' entered common parlance.

Levi Strauss and Co. owned the original patent for jeans manufacture from 1873 until 1890, after which point any company was free to make its own variant of the now-classic design. While Levi jeans have remained the industry standard by which all others are judged, the subsequent century and beyond have seen other companies riding high to offer fashionable jeans and denim clothing too - such as Duck and Cover, Henleys, Firetrap, Jack Jones and Police 883.

One of the advantages of jeans is that they can be relatively inexpensive to manufacture, at least at less premium quality, meaning budget brands are widely available to cash-strapped consumers too. In some cases, there can be little visual distinction between designer styles and cheap imitations, though the value often becomes apparent in terms of durability and lasting wear and tear. Originally designed for strength and protection, jeans remain a popular choice for people in manual jobs as well as out on the street, and can compliment a huge number of outfits - from casual T-shirts to smart jackets.