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Jeans were invented in 1873, they were named after the city of Genoa in Italy. They were invented by two men, Jacob Davis and Levi Strauss. The jeans were initially made in two different fabrics, these being brown duck and blue denim. The two men had the idea to put rivets into mens work pants so that they wouldn't fall apart, this was the birth of jeans.

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Jeans were worn as workwear throughout the 1920s to 1930s, these were typically worn by cowboys, miners and labourers in the American West. Jeans drew a line between the middle class and upper class. In this time you wouldn't be seeing the rich upper class wearing jeans.
Jeans then came into mainstream culture by Hollywood taking the look onto the screens. A double arch of orange stitching was added by Strauss to identify them as Levi's. Belt loops were also seen in 1922.

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In the 1950s the bad boys began to start wearing 'cool blue' jeans. Marlon Brando and James Dean popularised the image of denim, they wore them because they wanted to rather than wearing them for work. This is when Hollywood played on the 'bad boy' look and denim jeans began to be more than just workwear. They wore cuffed, boxy styles and gave them a teenage idol, sex appeal vibe. Rock'n'roll stars semented the style, rebellious teens took hold of this style against the status quo.

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In the 60s jeans were more accepted in generations, they became more lighters and softer than they were in the 50s.
The youthful, peace, love and flower power movement embraced the blue jean. They were worn as bellbottoms, low-rise, hip huggers. They showed a freedom from the norms of clothing and were worn as a form of self expression.  Double denim and jean jackets also made their first appearance and became a fashion statement and trend!

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High fashion began to take interest into denim. Calvin Klein were one of the firsts to show blue jeans on the runway. They changed the idea of jeans instead of them being something for work they decided to make them a must-have garment.
15-year-old Brooke Shields starred in a Calvin Klein commercial bringing denim to the forefront of fashion. By the 1990s Versace, Dolce & Gabbana and Dior also entered the jeans market.

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Denim began to have many different styles and trends and they were put into different groups and subgroups. Hipsters wore dark denims, the hip-hop styles was oversized and baggy styles, popstars wore sandblasted and whiskered styles and specialists paid expensive prices for vintage Levi's.

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Low-rise jeans were popularised by stars like, Mariah Carey, Britney Spears and Christina Aguilera. Alexander McQueen introduced their Dante collection in fall 1996 and first showed his famous low-rise 'bumster' jeans. Citizens of Humanity, Hudson Jeans and 7 for all Mankind became mainstream household names in denim fashion.

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There was a gravitation to a looser-fit which made there be a comfort over fashion. Denim overalls, rompers and jumpsuits became must-have fashion items and were popular in concert attire. The most statement trend to arise was the skinny jean, they were a result in the innovation of denim stretch technology. they became the go to style for absolutely everything date night, workwear, day out, on the town.

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Denim is still gravitating toward the skinnier style because they are so versatile. However, there is still a want for the looser fit. Medium to high-waisted jeans are very popular they come as ether straight leg, skinny or boot-cut and can also be cropped. In fast fashion especially within the younger generation we can see a comeback of flared jeans, baggy styles and low-rise. We are also looking at the modern movement of sustainable, eco-friendly denim and shopping with local small brands and stores.