Workwear jeans have become a fashion icon: here's their story (in short)
Jeans are a garment practically present in everyone's wardrobe … but where do they come from? What is their story? Here she is. I will be super synthetic, because we would have to talk about it for a while! Jeans really is a surprising item.
Jeans, the story of an iconic leader: perhaps not everyone knows that …
… that jeans come from Italy! The term "blue jeans" derives from a distortion of bleu de Gênes, meaning blue of Genoa in French. This is because in Genoa they produced a very robust blue cloth that was used to make bags for ship sails. The term denim instead derives from de Nîmes, from the name of a French city where this same fabric was produced. The brilliant intuition of using this cloth to produce garments came to Levi Strauss, who used it to make resistant and sturdy pants suitable for gold diggers.
Jeans, the story of an icon leader: from gold diggers to cinema
As with the bikini, the cinema also acted as a detonator for jeans. Films like "Gioventù bruciata", with a James Dean as beautiful as ever there will be others, wearing jeans and t-shirts, or "Il Selvaggio" with a Marlon Brando myth as much as Jeans Dean, have marked history and cleared this garment like a pair of trousers suitable for young people, especially rebel ones.
Jeans, the story of an iconic leader: from the cinema to our closet
From there to our closet, the pace is short. After Calvin Klein created, in the seventies, a real prêt-à-porter collection that included this garment, the denim fabric had a smooth road, coming out of the wardrobe of only boys to get into everyone's wardrobe, as a garment casual for excellence. Today it is worn practically on all occasions (minus the ceremonies) and there is no fashion house that does not include it in its collections: from canvas for ships, to captain of the wardrobe!