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brief history and milestones

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indetify differences, quality, sustainabilty etc

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summary of the main information

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Seminar focused on the impact of climate change on the industry and how AI technology will revolutionize the denim world.

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Jean genius: how Kojima became Japan’s denim mecca - MICHAL

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Jean genius: how Kojima became Japan’s denim mecca - MICHAL

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Jean genius: how Kojima became Japan’s denim mecca

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The birthplace of Japanese denim has nearly 40 specialist shops to browse and gain an insight into the history and craftsmanship behind the world’s best jeans

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Levi Strauss, the inventor of the quintessential American garment, was born in Buttenheim, Bavaria on February 26, 1829 to Hirsch Strauss and his second wife, Rebecca Haas Strauss; Levi had three older brothers and three older sisters. Two years after his father succumbed to tuberculosis in 1846, Levi and his sisters emigrated to New York, where they were met by his two older brothers who owned a NYC-based wholesale dry goods business called "J. Strauss Brother & Co." Levi soon began to learn the trade himself.

When news of the California Gold Rush made its way east, Levi journeyed to San Francisco in 1853 to make his fortune, though he wouldn't make it panning gold. He established a wholesale dry goods business under his own name and served as the West Coast representative of the family's New York firm. Levi eventually renamed his company "Levi Strauss & Co."

Around 1872, Levi received a letter from one of his customers, Jacob Davis, a Reno, Nevada tailor. In his letter, Davis disclosed the unique way he made pants for his customers, through the use of rivets at points of strain to make them last longer. Davis wanted to patent this new idea, but needed a business partner to get the idea off the ground. Levi was enthusiastic about the idea. The patent was granted to Jacob Davis and Levi Strauss & Company on May 20, 1873; and blue jeans were born.

Levi carried on other business pursuits during his career, as well. He became a charter member and treasurer of the San Francisco Board of Trade in 1877. He was a director of the Nevada Bank, the Liverpool, London and Globe Insurance Company and the San Francisco Gas and Electric Company. In 1875, Levi and two associates purchased the Mission and Pacific Woolen Mills.

He was also one of the city's greatest philanthropists. Levi was a contributor to the Pacific Hebrew Orphan Asylum and Home, the Eureka Benevolent Society and the Hebrew Board of Relief. In 1897 Levi provided the funds for twenty-eight scholarships at the University of California, Berkeley, all of which are still in place today.

At the end of the 19th century, Levi was still involved in the day-to-day workings of the company. In 1890 - the year that the XX waist overall was given the lot number "501®" - Levi and his nephews officially incorporated the company.

Levi Strauss passed away on Friday, September 26 th 1902. His estate amounted to nearly $6 million, the bulk of which was left to his four nephews and other family members, while donations were made to local funds and associations.

We're proud to honor Levi Strauss's legacy by celebrating his commitment to community, philanthropy and an unswerving devotion to quality. To this day, Levi Strauss & Co. strives to align itself with the same principles that guided Levi's life.

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The Story of Levi Strauss - Levi Strauss & Co

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Levi Strauss, the inventor of the quintessential American garment, was born in Buttenheim, Bavaria on February 26, 1829 to Hirsch Strauss and his second wife, Rebecca Haas Strauss; Levi had three older brothers and three older sisters. Two years after his father succumbed to tuberculosis in 1846, Levi and his sisters emigrated to New York,...

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Catwalk Analytics A/W 23/24: Denim - SUDE

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Catwalk Analytics A/W 23/24: Denim - SUDE

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Collection Review: Women & Youth Key Items Denim S/S 24 - SUDE

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Collection Review: Women & Youth Key Items Denim S/S 24 - SUDE

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Denim Fabric, Wash & Finish Forecast S/S 25: Digitopia - SUDE

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Denim Fabric, Wash & Finish Forecast S/S 25: Digitopia - SUDE

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Catwalk Analytics A/W 23/24: Denim - SUDE

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Catwalk Analytics A/W 23/24: Denim - SUDE

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Sustainability & Innovation, Cotton – From Fibre to Fashion - SUDE

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Sustainability & Innovation, Cotton – From Fibre to Fashion - SUDE

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 Virtual carbon and water flows embodied in global fashion trade - a case study of denim products - SUDE

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 Virtual carbon and water flows embodied in global fashion trade - a case study of denim products - SUDE

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On the Hunt in Tokyo for ‘Authentic’ Denim - MICHAL

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On the Hunt in Tokyo for ‘Authentic’ Denim - MICHAL

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On the Hunt in Tokyo for ‘Authentic’ Denim (Published 2019)

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The distinction applies not to the origin, but to how bluejeans are made.

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History of Denim & the Origin of Jeans - MICHAL

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History of Denim & the Origin of Jeans - MICHAL

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History of Denim & the Origin of Jeans | Hawthorn

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History of Denim & the Origin of Jeans Denim jeans have become an integral part of everyday life, so much so that most of us never stop to question where our favourite pair came from, how they were manufactured, nor their history. Despite the range of innovative

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How Denim Went From Workwear to Fashion Statement - MICHAL

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How Denim Went From Workwear to Fashion Statement - MICHAL

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Telling a good story is one of the best openings when you're pitching a brand or a product. And it's fairly easy to learn a handful of historical facts by heart that you can riff off to impress customers. But you have to know how to tie the story together with the specific features and benefits of what you're selling; you have to make it relevant. That's the tricky part.

Back when I was working in retail, I often used my knowledge about the history of jeans to help my customers find the perfect pair of jeans. Occasionally, I'd venture into telling stories like why jeans have rivets or where they come from.

To help you avoid some of the mistakes I made, this article is the first of four episodes that provides a clear and brief overview of the history of jeans. It's made up of four sections that cover jeans before rivets, how jeans got their rivets, the transition of jeans into fashion and how jeans came to Europe and Asia.

I've boiled down each section into a few key arguments that you can use in sales situations to add value to the product you're selling, to explain the origin and idea behind signature details of jeans and, very importantly, to demonstrate your competency.

I've also included a few suggestions for when to use all of these historical facts in situations when you're selling jeans. But let's get to it; we start at the very beginning.

The four parts of the series about how history has shaped our jeans are:

Jeans Have Been Around for Centuries

Jeans began as workwear: clothes made to do a job for men with jobs to do. They were utilitarian and sturdy garments with a simple design and uncomplicated construction, cheap and quick to make. And they've been around for centuries.

The jeans that working men and women wore hundreds of jeans ago were all about durability and functionality, not aesthetics and how they looked. That's why they were made from cotton denim; a durable, versatile and inexpensive fabric. That's why the pockets were placed for easy access. It's why they were sewn with durable thread and often had high stitch count, which makes the seams stronger. And it's why they featured reinforcements in places that are prone to tear.

Levi Strauss & Co. is rightfully accredited as the creator of jeans as we know them today with their riveted denim workwear patented and introduced in 1873. But Levi's is sometimes confused as the inventor of workwear made from blue indigo-dyed cotton twill denim altogether. A simple misunderstanding or maybe a simplification of history. But the predecessors of today's blue jeans were made long before 1873.

Workwear has been dyed blue with indigo, a natural dyestuff that is extracted from the indigofera plant's leaves for 5,000 years(!). The synthesised version of indigo was discovered in 1865 by the German chemist, Adolf von Baeyer, and introduced as Pure Indigo by the German chemical producer, BASF, in 1897. Today, almost all denim is dyed with synthetic indigo.

Cotton twill trousers had also been around long before the first Levi's jeans. Weaving dates back 12,000 years(!), and the predecessors of the high-speed weaving machines that are used to make most denim today were invented in the 1700s.

Key facts about the origin of jeans

Jeans were originally workwear. Most of the design and functionality features haven't changed for hundreds of years.

Levi Strauss & Co. introduced jeans with rivets in 1873, but indigo-dyed denim workwear had been around for centuries before that.

When to use this knowledge in sales situations

If a customer asks about the origin of the design and features of jeans, tell him that they were originally made for practical purposes.

If a customer asks who invented jeans, tell him Levi Strauss & Co. patented riveted blue jeans in 1873 but that denim workwear had been around long before that.

All that being said, the rivets have played a crucial role in how the design of Levi's jeans came to dominate all others'. But how did the rivets end up on our jeans in the first place?

How Jeans Got Their Rivets

As the previous section discusses, many of the features that have come to define blue jeans were pragmatic solutions to the problems faced by wearers or manufacturers. One of the most common problems was that pocket corners and other stress points would wear out and tear prematurely.

In January of 1871, a tailor of Latvian descent named Jacob W. Davis invented a simple and elegant solution to this problem in his workshop in Reno, Nevada. Davis hammered copper rivets onto the pocket corners and the base of the fly where jeans would often tear. This was the invention of riveted blue jeans, and rivets are still the most important defining feature of the jeans we wear today.

Davis' invention was an instant success and rivals soon began imitating his idea. He knew he had to patent his design, but he didn't have the $68 to pay for the patent. So, he partnered up with one of his fabric suppliers, Levi Strauss from San Francisco, in 1872 with the agreement that Strauss would foot the bill for the patent while Davis would move to San Francisco to oversee production.

The original drawing and document for the patent (#139,121) for "improvement in fastening pocket openings."

Levi Strauss & Co. received the patent for making riveted denim workwear on May 20, 1873. This gave the company a head start and created the competitive edge and first-mover advantage that it still benefits from today. Until the reissued patent expired in 1892, Levi's was the sole maker allowed to make workwear with rivets, and the company fought off patent infringements with lawsuits. During those 17 years, several competitors came up with alternative strengthening designs. But none of them was as simple and elegant as the copper rivet.

When the patent ran out in 1892, rivets became a standard feature of jeans. That's when Levi's started campaigning their claim to the invention. Over the following decades, the San Francisco jeans maker trademarked a handful of the design features of their jeans, including the Two Horse label (in 1886), the 'Levi's' name and the guarantee ticket (in 1928), the red tab (in 1936) and the arcuate (in 1943).

Key facts about how rivets came to define jeans

To this day, jeans are defined by a few essential features that haven't changed since the early 1870s. The most important of these features is the rivet.

Without rivets, blue jeans probably wouldn't look like they do today. And without the patent to make jeans with rivets, it's unlikely that Levi's' design would have defined the jeans we wear today.

When to use this knowledge in sales situations

If a customer asks why jeans have rivets, tell him that they were put on the stress points of the garment to prevent tears. And because rivets have come to define jeans, they're still there today, even though most of us don't need the added strength.

For the first 50 years of their existence, riveted jeans were worn as workwear. But in the 1930s, and especially after World War II, that started changing.

How Jeans Became a Fashion Statement

In the 1950s, jeans became more than a durable garment suited for work; they became a way to express rebellion and a fashion statement. The post-World War II American economy, emerging countercultures and the birth of the teenager play a central role in this transformation.

The transition of jeans from workwear to fashion statement was partly due to the booming American economy of the 50s. When men went to war, women entered the workforce. Before the war, most families relied on a single income, usually the man's. After the war, dual-income families became much more common.

This gave birth to the concept of the teenager; adolescents with spending power, plenty of leisure time and a need to do things differently than their parents. The increase in expendable income meant that the baby boomer generation, who were kids in the 1950s, grew up with an abundance of spending. And one of the things they bought was jeans.

At the same time, there was a high supply of jeans which needed demand. The growing deindustrialisation of America meant that workers no longer needed to wear jeans for work. That's why jeans makers were quick to seize the opportunity to move into the fashion and leisure segments.

But jeans had already started transitioning from workwear to fashion in the 1930s. Hollywood westerns like Stagecoach from 1939, starring John Wayne wearing buckle back Levi's jeans, idolised the mythical American anti-hero, the cowboy. Although not all cowboys wore blue jeans, the link between the two was quickly forged.

This created an industry of wealthy Easterners who travelled out west to vacation on so-called 'dude ranches' to experience the cowboy lifestyle. And, of course, they wanted to wear blue jeans. At the same time, intellectuals and West Coast undergrad students also started wearing jeans to express their sympathy with workers.

Essentially, jeans became a statement worn by people with attitude and by the anti-establishment. This meant that jeans became part of the rebel's and the anti-hero's uniform. Real-life outlaws were one of the first groups to adopt denim as a statement. When Hell's Angels was formed in 1948 in California by World War II veterans, they rode their bikes wearing jeans, just like the ones they'd worn growing up and when off duty during their military service. Jeans quickly became synonymous with juvenile delinquency. When jeans were banned in schools, it only fuelled the fire and made jeans even more desirable.

Marlon Brando and James Dean wearing jeans in the 1950s.

Soon, Hollywood started shaping and reflecting the rebellious teenage culture. And the denim-clad stars cemented the connection between jeans and rebels. The Wild One starring Marlon Brando premiered in 1953. Brando's performance and iconic outfit of Levi's 501 jeans, a black leather motorcycle jacket and engineer boots have set the standard for the rebellious aesthetic to this day. In 1955, James Dean starred in Rebel Without a Cause. Wearing Lee 101 jeans, a white T-shirt and a red windbreaker, he became the very embodiment of the teenager.

Key facts about how jeans started transitioning into fashion

When jeans first started transitioning into fashion, they were worn by rebels and teenagers as a statement. Although some of the bad boy image has worn off today, jeans still don't qualify as formalwear.

Wearing a white T-shirt with blue jeans have been an iconic look since the 1950s.

When to use this knowledge in sales situations

If a customer needs help picking out a pair of jeans for a specific occasion, tell him that jeans can be worn at almost any occasion but that they're still too informal for weddings and funerals.

That explains how jeans became popular as a fashion item in the US. But how did they become the favourite choice of pants for kids in Europe and Asia as well?

How Jeans Came to Europe and Asia

American soldiers were the first to export jeans. Until the early 1940s, the blue jeans we know today were only available in the US. Although indigo comes from India and denim originated in Europe, pants made from warp-dyed denim and enforced with rivets hadn't yet reached the shores of Europe and Asia. That changed when the US entered World War II.

Many American soldiers wore blue jeans when off duty. It was a reminder of home, but many were also used to jeans, having worn them growing up in the countryside. And, as you just learned, jeans were becoming increasingly popular as leisurewear around that time. Not to mention that if you were in the Navy, denim was part of your uniform.

With the Marshall Plan and other aid programmes after the war, Western Europe and Asia got an injection of US industry and culture. The presence of American troops also meant that Europeans and Asians were directly exposed to American values and commodities, including the jeans that G.I.s wore when off duty. Like with other cultural exports such as movies and rock music, European and Asian youths were quick to adopt blue jeans, which came to symbolise of change.

In Europe, jeans had become a popular fashion item by the late 1950s. But they were expensive and hard to get. To meet the growing demand, local makers started producing their own jeans, which strongly resembled the American originals in terms of design. Among the earliest European brands were Chipie in France, Rifle in Italy, Lee Cooper in England, Mustang Jeans in Germany and Gul & Blå in Sweden.

In Asia, the Japanese, in particular, took an interest in blue jeans. But import regulations meant that, until the late 1950s, original American jeans weren't really available in Japan. To get your hands on a pair, you had to know someone who could get them for you from one of the PX offices where soldiers could buy American merchandise. Alternatively, you could get a pair of secondhand American jeans from the black market known as Ameyoko in Tokyo's Ueno district. These stores got their supply from Panpan girls (prostitutes at US military bases) who'd got paid in jeans rather than cash.

By the early 1960s, jeans were in such demand in Japan that a handful of local makers were racing to capture the market. While Edwin's claim to being first is not backed by hard facts, the research of W. David Marx for his excellent book Ametora proves that Big John was in all likelihood the first to introduced Japanese-made blue jeans.

Key facts about how jeans came to Europe and Asia

US soldiers introduced the world to blue jeans after World War II. Due to demand, local makers soon started replicating the original American design. That's why jeans from anywhere in the world look the same today.

When to use this knowledge in sales situations

When a customer asks why jeans are popular in any part of the world, tell him that it all began after World War II when American soldiers brought jeans to Europe and Asia.

This concludes the first article about the history of jeans and how you can use it in sales situations. In the next episodes, I'll look into how jeans become mainstream fashion.

Need help finding the perfect pair of jeans?

Denimhunters is a knowledge portal for denim enthusiasts and newcomers. Launched in 2011 as a pioneering denim blog, we're a trustworthy source of denim knowledge and advice.

Our Well-Made Essentials buying guides help you build a timeless and adaptable wardrobe of carefully crafted items that're made to last. Start your hunt here!

Thomas founded Denimhunters in 2011 and built it into a voice for the denim industry and community. Today, he helps companies grow and gain market shares using his STORY/SELLING BLUEPRINT.

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How History Has Shaped Our Jeans (Part 1)

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This article is part 1 of my brief overview of the history of jeans. It includes suggestions for when to use your history knowledge in sales situations.

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Denim is loved across ages, genders, countries and styles. It's the undisputed champion of garments. In the past however, the denim industry has been a large consumer of water, insecticides, pesticides, and energy as well as uses harmful chemicals in the dying/finishing processes. Now, with the incorporation of circular economy principles, the denim industry can become the sustainable, circular leader to spearhead a textiles revolution.Starting on the 17th of April, Amsterdam turned blue for an entire week. The city hosted ' Denim Days', a series of industry events, trade shows, seminars and a denim festival centred around the ever-popular indigo blue fabric. Our own Jade Wilting (Project Coordinator Circle Textiles Programme) spoke at The Blue Print Festival, on the future of denim, and explored the question, is there a future for denim without circularity? We see that while the denim industry as a whole has yet to become circular, competitive companies are moving in the right direction, with some frontrunners already firmly rooting their business models in circularity. We've collected 3 key insights about this transition below: Insight #1: The skinny on skinny jeans From stretch denim to rigid & raw

"We are happy to see skinny jeans slowly making an exit from the wardrobes of the masses - if not for their unforgiving silhouette, then for their stretchiness, which is a major barrier when it comes to circularity"Jade Wilting, Project Coordinator Textiles Programme

While we don't condone quick changing trends that create obsolete fashion monthly, we can't help but get excited about a growing demand for mono-material jeans and raw denim. Raw denim is the godfather of all denim. It is unwashed and characterized by its rigid structure and deep blue colour. In contrast, most of the jeans that we buy have been through a series of industrial washings to soften and add aesthetic effects to the trousers. Raw denim aficionados swear off washing their trousers for at least the first 6 months after purchase to get a natural fade, custom-made by one's own wearing. As you might have guessed, raw denim jeans need much less water in the production process, and the culture around raw denim lends itself perfectly to circularity. It's all about retaining the value of the jeans for as long as possible through repair, re-wear and less washing. The movement toward non-stretch, rigid denim is a move in the right direction when it comes to circularity. Insight #2: Salvage the Selvedge The latest development in closed loop denim

"Denim to denim has long been the holy grail of high-value recycling. Not only is it a compelling story for the consumer, but recycled denim also has the potential to offset the huge water impact that denim has, reutilise the indigo dye trapped in the material and reduce our dependency on virgin cotton."Gwen Cunningham, Programme Lead, Circle Textiles Programme

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MUD Jeans[/caption]Our hope for the future is for textiles to be consistently made, used, collected and reintroduced into the supply chain as raw material. In order to reach this goal, denim can't be thrown away once it is deemed unfit to rewear. From a recyclers point of view, denim is an ideal material feedstock, as it's fairly consistent in colour (indigo blue), fibre composition (chiefly cotton) and construction (zippers and buttons are consistently on the top third of the garment, which makes cleaning more efficient).More recently, MUD Jeans and Recover, collaborated to turn old MUD jeans into new MUD jeans. They have pushed innovation to new heights by working to increase the percentage of recycled cotton that can be used to 40%. Previous research conducted by Circle Economy and G-Star showed that by including 12% recycled content in a pair of jeans, water usage decreased by 9.8%, energy consumption by 4.2% and the CO2 footprint by 3.8%. Just imagine what the impact would be with 40%, or even more, recycled content! Meanwhile, upcoming chemical recyclers are also experimenting with closed loop denim. Levi Strauss and Evrnu, a start-up chemical recycling technology company, have collaborated to turn post-consumer cotton waste into new denim. Using Evrnu's unique chemical process, cotton fibres are dissolved and reconstituted, before being spun into new yarn and made into new fabric. Insight #3: Cleaning up our act The new production methods that improve impact Denim uses a ton of water in its lifecycle. According to Levi Strauss, 3,781 liters of water are used during the production and use phase of one pair of 501® jeans and 33.4 kg of CO2 is created throughout its lifetime. This includes growing cotton, processing the denim and washing at home. Minimizing these impacts requires producers to improve technology and consumers to think about how they care for their denim. MADE-BY created a wet processing benchmark that details the impacts from commonly used processing techniques and brings understanding and awareness to the impacts of this step in textile production. Stemming from the insights companies such as Jeanologia, a partner of MUD Jeans, have developed an Ozone technology that can be used in place of water intensive stone washing, drastically reducing the water, energy, and chemical usage in the processing phase of jean production. The result is worn or faded looks without the negative environmental or health impacts. Consistent colouration of recycled denim can be difficult to achieve and requires additional energy and water. Australian researchers have created a way to make denim-dyed denim, with help from the H&M Foundation to scale and commercialize this technology to use recycled denim as a dye source.

Wondering what you can do as a consumer? We've got you covered!

1. Buy vintage, raw, or mono-materials. Raw denim is 100% cotton and uses far less water and chemicals during production. Mono-materials (e.g. 100% cotton) ensure that the textile can undergo high-value recycling after you are done with them..

2. Ask for recycled content. Brands are looking for signals from the market to incorporate recycled content. Ask for it, and when it's available, buy it.

3. Wash less! You don't need to wash your jeans every time you wear them. If you've worn them a couple of times but they are clean of stains, leave them in the freezer overnight to kill germs.

4. Repair. Fix your jeans! Brands like Nudie Jeans offer to repair your jeans for you, and YouTube tutorials on how to fix your jeans are plentiful.

5. Send your old jeans for reuse or recycling! Some brands will take items back themselves, but if in doubt, donate to them your local charity shop or drop them in your local collection bin.

The denim industry has come a long way. Technological advancements continue to decrease its impact, but the next steps require the industry to adopt a more circular model. It is important to remember that true circularity requires thinking beyond decreasing the impact and considering how design, repairability, and recycling can play a role in circularity.

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Industry collaboration is key in catalyzing and implementing systemic change. Circle Economy, together with the Amsterdam University of Applied Sciences, House of Denim and MADE-BY are fostering collaboration through the Alliance for Responsible Denim, an initiative that brings denim brands together to collectively take steps towards improving the ecological sustainability impact of denim production.
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Denim is loved across ages, genders, countries and styles. It's the undisputed champion of garments. In the past however, the denim industry has been a large consumer of water, insecticides, pesticides, and energy as well as uses harmful chemicals in the dying/finishing processes.

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The environmental and human cost of making a pair of jeans - MICHAL

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The environmental and human cost of making a pair of jeans - MICHAL

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The Environmental and Human Cost of Making a Pair of Jeans - EcoWatch

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Americans do love their denim, so much so that the average consumer buys four pairs of jeans a year. In China’s Xintang province, a hub for denim, 300 million pairs are made annually. Just as staggering is the brew of toxic chemicals and hundreds of gallons of water it takes to dye and finish one pa…

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Blue Jeans History–Who invented jeans? - MICHAL

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Blue Jeans History–Who invented jeans? - MICHAL

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Jeans are pants made from denim or dungaree cloths which are both cotton cloths but denim is woven and then colored while dungaree is woven from colored yarn. "Jeans" is a short for "blue jeans" which are invented by Jacob Davis and Levi Strauss in 1873. Jeans as name for trousers come from city of Genoa in Italy, a place where cotton corduroy, called either jean or jeane, was manufactured. Republic of Genoa exported the jeans throughout Europe. Weavers from the French city of Nimes tried to copy jean but could not. Fabric they ended up with became known as denim, literally "de Nimes" or "from Nimes".

In 1851 Levi Strauss came from Germany to New York where his brother held dry goods store as a family business. From there, Levi Strauss went to San Francisco in March 1853, to start a West Coast branch of the business - Levi Strauss & Co. wholesale house. Before he came there, a Gold Rush began in California in 1848. Among other things, miners needed strong clothes that could withstand rough working conditions. One of the tailors that tried to make clothes that would fill this condition was Jacob Davis, tailor from Reno, Nevada, who purchased bolts of cloth from the wholesale house of Levi Strauss & Co. Only problem he had is that clothes ripped at pockets of the pants. He reinforced corners of the pockets with metal rivets and with that made them stronger. Jacob Davis tried to patent the idea but didn't have the money to file the papers. Because of that he suggested to Levi Strauss in 1872 that two of them hold the patent. Levi liked the idea and on May 20, 1873, the two men received patent no.139,121 from the U.S. Patent and Trademark Office. After that Levi hired Jacob Davis to oversee production of the riveted pants at his factory - the Levi Strauss & Co. Denim from which the cloths of were at Levi Strauss & Co made came from Amoskeag Mill in Manchester, New Hampshire.

Jeans were working clothes at first. They were made from durable materials and could last long. Men's jeans had the zipper down the front, while women's jeans had the zipper at the left side and both were designed to fit loosely and in form of overalls. In 1950s Jeans without the bib became symbol of youth rebellion after James Dean popularized them in the movie "Rebel without a Cause". Because of their meaning they became banned in schools, theatres and restaurants. They became more acceptable in 1960s and by the 1970s they became accepted as a part of fashion. In 1965, Limbo, a boutique in the New York East Village, was the first retailer to wash a new pair of jeans to make them look used and worn out, decorated them with patches and decals and sold them like that for $200. Idea soon became a hit. In time jeans changes looks but never got out of style. Today jeans is worn by people of all genders and ages.

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Blue Jeans History - Who Invented Jeans?

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Jeans are pants made from denim or dungaree cloths which are both cotton cloths but denim is woven and then colored while dungaree is woven from colored yarn. "Jeans" is a short for "blue jeans" which are invented by Jacob Davis and Levi Strauss in 1873.

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Collection Review: Women & Youth Key Items Denim A/W 23/24 - SUDE

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Collection Review: Women & Youth Key Items Denim A/W 23/24 - SUDE

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Sustainability & Innovation, Designing the Circular Jean - SUDE

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Sustainability & Innovation, Designing the Circular Jean - SUDE

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Sustainability & Innovation: Denim Eco Washes & Finishes - SUDE

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Sustainability & Innovation: Denim Eco Washes & Finishes - SUDE

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Cool Things Collection | Collthings.co.uk

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A History of Jeans: The Good, The Bad, and The Ugly | Cool Things Collection | Collthings.co.uk

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Though jeans have their start in the United States, they have become a staple of wardrobes across cultures and continents. From the United States to Indonesia, it’s the most unifying wardrobe item in the world. But how did this happen?…

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Denim is a fabric that is used in clothing all over the world such as jeans, jackets, and shirts. However, the history of denim is rich and varied and dates back further than you might realize. There are few materials that can claim to have traveled as far as denim has.

However, the actual history of denim is shrouded in mystery. Not many people know the true history of this fabric and how it came to be in the form that we know today. We're going to be taking a look at the history of denim to try and understand how this fabric came from humble beginnings to a giant of the clothing industry that is estimated to produce $129.8 billion of retail sales by 2021.

Where Did Denim Come From?

Denim fabric has its origins in France. This nation, as you may know, is considered to be one of the fashion capitals of the world, so it's no surprise that one of the most significant clothing trends of the past century came from there.

Initially, denim began life as a fabric known as "serge de Nimes." As keen-eyed readers will notice, 'de Nimes' bears a resemblance to denim, which is what this fabric would eventually come to be known as. It was created to be a long-lasting and robust fabric that was initially conceived in Italy. This material was known as 'jean' or 'jeane,' and it became the initial blueprint for Levi jeans.

Interestingly enough, the initial attempt to replicate this French fabric in Italy was a failure. However, it was in the process of trying to do so that textile manufacturers discovered denim. At the time, the only color available was blue, which is in part thanks to the organic indigo dye which was available at the time. This is why modern jeans are primarily available in shades of blue.

History of Jeans

So, the fabric is in place. The stage is set. But it wouldn't be for quite some time that the clothing we know as jeans would come into prominence. In 1853, a man named Levi Strauss found himself in San Francisco trying to start a branch of his family business. He sold a cotton fabric known as denim, which was picked up by a man called Jacob W. Davis.

Up until then, the idea of blue trousers that were made of denim wasn't that big a deal. They'd been around since at least the 1800s as workwear for people doing harsh labor and intensive tasks. However, it was this new brand of denim trousers that would become popular, and it was all thanks to Mr. Davis.

Davis was a tailor, and he started using the fabric Levi sold to make things like wagon covers, tents, and blankets. However, one day he was asked to create something new: A pair of trousers explicitly designed for hard work.

Using Levi's denim and copper rivets to reinforce key stress areas, Davis made the very first pair of jeans. Because the material was such an essential part of the final product, he went into business with Levi.

These two men went on to found one of the most important companies in the world that still produces denim jeans to sell to the public. It would be a while, however, before the denim pants made by Levi and Davis would be known as "jeans;" originally, they were called "waist overalls."

Denim as Workwear

Long before the dawn of blue jeans, denim pants were used as workwear in a variety of applications. During the 19th century Gold Rush in California, a greater and greater need arose for durable men's workwear to clothe gold miners while they were on the job.

At this time, denim didn't have the "rebel without a cause" connotation that it would take on a century later. Rather, this fabric was used exclusively for its durability, and it was used to make long-sleeved shirts as well as pants.

Since it's made from cotton, denim is natural and highly breathable, but the thick twill weave of this fabric makes it highly resistant to abrasions and tears. Denim is also easy to wash and patch, and its blue color makes it easily identifiable as workwear.

Jeans: A Modern Trend

So, the question in the minds of many is this: How did a rugged pair of work clothes end up becoming one of the most fashionable and everyday clothing items in the Western world?

Up until the Second World War, denim jeans still weren't highly popular. Jeans were seen for being what they were at that point: A work clothing option that was rugged and comfortable to wear. It was only when residents of eastern states started to travel to the American West for vacations that the concept of jeans caught on.

In the 1940s and early 1950s, it was fashionable to go to the western states for vacations to experience a whole new way of life: that of a working cowboy. For the people of the eastern states, who lived in suburbia, this life was intoxicating, and jeans were part of the package. So of course, they took them back home, and these types of pants got big.

Elvis Presley, James Dean, Marlon Brando: They all wore jeans during the early days of their popularity. Being worn by either a famous singer or a heartthrob "bad boy" type does wonders for a garment's reputation, so jeans found themselves catapulted to the top of stardom alongside the men who wore them. While it wouldn't be common for women to wear jeans until the 1960s, the '50s were a period of bad boy looks and devil-may-care attitudes, and jeans were the focal point of all of this.

However, it was soldiers in WW2 who spread the jean look outside of America. While stationed across Europe and in Japan, the men of the U.S. armed forces would wear jeans while off-duty. With whisperings of the rebellious look already stirring, it was easy to see how jeans would spread to British soldiers and the other Allied troops who served with them.

Top Denim Clothing Garments (And Why They're So Popular)

To this day, jeans remain the most popular types of denim garments. From skinny jeans to bell bottoms, there are tons of different styles of jeans to choose from, and these types of pants are equally popular among young people and old folks from the United States to Germany to India and beyond.

Jeans come in all sorts of different colors, but the most popular color for these types of pants remains indigo blue. Some blue jeans are quite dark, but others have been washed to create a faded look. Jeans are also offered in colors like maroon, black, and gray.

In addition to jeans, denim is also used to make a number of other garments. For instance, denim skirts and shorts are both popular, and some consumers even like to wear denim jackets.

Overalls made from denim have lost popularity in recent decades, but they are still sometimes worn in agricultural applications and as retro apparel. Lastly, it's also possible to find long, sleeveless dresses that are made entirely from denim.

Denim garments remain popular in part due to their durability. A high-quality pair of jeans can last for years or even decades, and these types of pants look better as they age, which adds to their appeal. Plus, denim has become associated with Americana and the developed world; while this fabric no longer evokes the "bad boy" mystique, denim still denotes the luxury of the modern industrial age of global trends and spreading international prosperity.

Denim in Contemporary Fashion

The uses of denim have changed a lot since the days that this fabric was used to clothe workers during the Gold Rush. Denim wearers of the day could never have envisioned the rise of skinny jeans, and they would have looked upon the trend of "distressed" jeans with holes in them with, well, distress.

These days, denim can be used to make practically any garment. This fabric's use in jeans has gone through many evolutions, and fashion designers around the world continue to devise new ways to make denim into pants. It's also relatively common to see denim used in avant-garde designer apparel that models flaunt down runways across the world.

Influence of Denim on the Fashion Industry

Denim's status as a counter-cultural fabric paved the way forward for many youth style trends that continue to shape the fashion industry. This fabric remains an iconic image of Western clothing, and the adoption of jeans by Western women has also caused these types of pants to serve as symbols of women's liberation.

Jeans transcend all age and economic classes. They are equally enjoyed by the rich and the poor as well as the old and the young. It's possible to buy a pair of denim jeans for less than $25, but designer forms of these pants can cost hundreds of dollars per pair. High-quality designer jeans are now seen as status indicators, and the high degree of customizability associated with these types of pants makes it possible to produce jeans that appeal to each consumer class.

Most Influential Denim Wearers

Elvis Presley was one of the first celebrities to popularize denim jeans. This rock and roll icon also frequently wore denim shirts and jackets, and movie star James Dean quickly followed suit and started wearing denim jeans as well.

Steve McQueen, Marilyn Monroe, and Montgomery Clift also helped popularize denim jeans throughout the late 1950s and early 1960s, and pop icons like Madonna and Michael Jackson kept the popularity of denim alive throughout the 1980s. During the 1990s, celebrity icons like Brad Pitt and Johnny Depp continued to popularize denim, and many celebrities continue to wear this fabric to this day.

How Is Denim Manufactured?

Denim is made from cotton. While some types of jeans may be made from other materials, the only type of material that can be used to make true denim is all-natural cotton.

This plant-based substance is made from the fibers that grow on cotton seeds. These fibers are separated from cotton seeds, and they are then packed into bales. Once these bales arrive at a production facility, they are broken open, and the fibers are carded, which results in long strands of fiber.

Next, these strands are spun into yarn, and this yarn is loaded onto spools. Cotton may be dyed with the traditional indigo blue color of denim after it is spun, or denim manufacturers may wait to take this step until the fabric is woven.

Denim is a twill fabric, which means it is woven with multiple weft passes for each warp pass. This process creates the diagonal weave that is part of the iconic appearance of denim jeans from Calvin Klein, Lee, or Wrangler.

After it is dyed and woven, denim is in a form called "raw denim." In some cases, raw denim may be sold as-is, but this fabric is usually subjected to a process called stone washing to make it easier to wear. After the fabric is washed, it is cut and sewn into jeans.

The Modern Jean

And so, Levi jeans took on the form we know today all because of that original failed attempt to replicate a fabric and the luck of Levi Strauss & Co. These days, you'll see jeans in most places you go. They are symbols of comfort, and they also have the potential to be somewhat professional in the right situation. In addition, they are symbols of flexibility as they appeal to all walks of life. That's part of their popularity, and it contributed to the explosion in popularity of jeans during the 1950s.

All in all, denim has had a vibrant and exciting history. What began life as a failed fabric grew into a firmly established part of modern fashion. The durability of denim coupled with all the colors it can be dyed means that there are styles and choices for almost everyone. The history of jeans is one that has left its mark on the world: We all have a pair of jeans or two in our wardrobes. However, you can't help but notice the rich and varied path that denim has taken to get to where it is now; it's pretty incredible when you think about it.

If you're looking to add denim to your next collection, check out this article: Working With Jeans Manufacturers To Create Your New Denim Collection

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The Remarkable History Of Denim (How It Became an Icon in Fashion)

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Denim is a fabric that is used in clothing all over the world such as jeans, jackets, and shirts. However, the history of denim is rich and varied and dates back further than you might realize. There are few materials that can claim to have traveled as far as denim has.

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Kojima Jeans Street-the origin of Japanese denim-Poppy

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Kojima Jeans Street-the origin of Japanese denim-Poppy

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Kojima Jeans Street - The Origin of Japanese Denim

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Kojima, in Japan’s Okayama Prefecture, famous for its denim manufacturing, lures denim fans from around the country to its legendary “Kojima Jeans Street”.

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How Kojima became the epicentre of Japanese denim-Poppy

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How Kojima became the epicentre of Japanese denim-Poppy

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Japanese denim has a reputation of being the best in the world, and for good reason. While it doesn't have nearly as long of a history with denim production as other countries, Japanese denim has become known for its unparalleled quality and traditional production processes. By strictly using materials of the highest quality and by continuously innovating the manufacturing of denim - all with an incredible eye for detail - Japan did with denim what Japan does best; elevating a product to the next level, and beyond.

Taking a closer look at where denim related activities are clustered in Japan, one prefecture stands out above all others. Sure, high quality denim is made all over Japan, but in Okayama prefecture, and Kojima to be specific, there are more brands, mills and denim stores than most anywhere else in Japan.

Over the years, the majority of Japanese denim brands and mills have moved their production and offices to Kojima. But why? And how, does a small village far away from the capital of Tokyo, become the epicenter of the Japanese denim industry?

To give an answer to these questions, we reached out to Yoshi Yakushiji, founder and owner of Star Gold, an agency that represents several major Japanese denim brands in the overseas market. By being responsible for the overseas sales and marketing activities for brands like Big John, Samurai Jeans and Studio D'Artisan, Yoshi became an expert with an impeccable reputation and an in-depth knowledge of the industry. We met Yoshi-san several years ago at a denim trade show in Berlin and we have kept in close contact ever since. Arigatō Yoshi, for being so kind to provide us with some in-depth and hard-to-find knowledge about the history of denim in Kojima.

The Island of Kojima

To understand why - and how - Kojima evolved into a Japanese denim Mecca, we need to go back to the 1500s. Until that time, Kojima was just one of Japan's many islands, with no distinct expertise in the garment industry. During the 1500s, the island was going through a period of increased population growth. Alongside this, the demand for food rose and soon a shortage of food threatened the people on Kojima. There simply wasn't enough land to grow rice and other foods needed to feed all the people of the island.

In order to meet the increasing demand for food, the government decided to start reclaiming land in the Kojima area. The ocean between Kojima and the mainland wasn't that deep, and included many smaller islands, so it was an obvious decision to reclaim this land. After the reclamation, the new district between Kojima and the mainland of Japan was 5500 hectares richer (which is around 7,700 soccer fields). The reclaimed land brought what the area needed; more space for agriculture and more housing. Not only solving the problem of the fast-growing population and associated rising demands for produce, it also made the area future-proof - it provided space to grow and develop.

But, once the local farmers tried to grow rice another problem arose, the reclaimed land was too salty to grow important foods such as rice. This unforeseen challenge brought a new mission for the government and farmers - they had to find a solution and purpose for the reclaimed land which would help meet the growing demand of food and requirement for jobs.

How Kojima became a Manufacturing District

Looking for a much needed solution, it was realized that cotton doesn't necessarily need fresh water to grow. In contrast to rice, cotton could grow in a salty soil, providing the whole area with a new perspective and opportunity for future growth. It wasn't exactly the solution the people were hoping for, but time told it to be an even better solution than anyone expected.

Alongside the cotton plantations, a whole new industry arose from the earth for the people of Kojima. People decided to stay in the area, or even move to Kojima, in order to help build a foundation for this new industry. Part of the harvested cotton was sold, giving the local economy a boost, but most of the cotton was processed right in Kojima.

When local artisans started to make canvas fabric, for which Kojima is still famous for, the ball really started rolling. It didn't take long before Kojima could take care of the entire manufacturing process and major companies opened their doors in the area. They started using the canvas fabrics to make workwear and school uniforms that thereafter have been worn by kids all over Japan.

Kojima flourished like never before and instead of a threatening food shortage, the growing industry provided jobs to anyone and everyone who wanted to be a part of it.
Momotaro Jeans factory. Photo courtesy of Koen Kuik.

A New Trend Hits Japan

The same as with every other industry, manufacturing processes in Kojima naturally needed to evolve. After the Second World War, technology improved significantly, with polyester and nylon fabrics being introduced to the market. While Kojima had become famous for cotton fabrics and manufacturing school uniforms, this wasn't enough and it needed to look forward towards new trends and needs, in order to continue to grow and develop.
Collect Mills. Photo courtesy of Koen Kuik.

A new wave came in the 1950s when American culture and what we now refer to as vintage clothing became popular in Japan. The obsession with and popularity of this new movement was exactly what Kojima needed, with Japanese youths becoming obsessed with American 'blue gold' (denim) and all that it stood for. With icons like Elvis Presley and James Dean wearing jeans, denim became immensely popular in Japan. Japanese citizens would befriend US servicemen or visit the 'PX' store on American bases in order to acquire a pair of Levi's, so that they had the authentic article to wear on the streets of Osaka or Tokyo. But what the Japanese also realized was the commonalities of American denim and Kojima cotton - denim was a heavy weight and hard wearing fabric, just like what had been manufactured in Kojima years prior.
TCB factory. Photo courtesy of Koen Kuik.
The Birthplace of Japanese Denim

Just a few years after American style became a hot fashion trend in Japan, the first Japanese denim brands were founded. One of the first to produce jeans in Japan was Big John, who in 1968 created a pair of jeans using imported Cone Mills fabric in Kojima. Domestic denim production was still developing but by 1972 Kurabo Mills had produced the first ever Japanese selvedge denim known as 'Kurabo KD-8'. One year later in 1973, Big John presented the 'M Series' - using the KD-8 fabric - which became the first jeans that were 100% Japanese made. This included cotton which was locally grown and woven, with the jeans then cut and sewn in Kojima. This marked another turning point for Kojima and the start of the Japanese denim industry that we know today.
Kojima Jeans Street. Photo courtesy of Koen Kuik.
Kojima Today and the Japanese Denim Industry

Today, Kojima is a thriving and bustling area which is widely regarded as home to the Japanese denim industry, so much so that 'Jeans Street' was aptly named to reflect the area's deep connection with denim. There are now over 200 denim related companies operating out of Kojima, with many moving there from other cities in Japan. The vast majority of Japanese denim is now woven in Kojima, with competition between brands, mills and wash houses pushing the quality of denim to new heights.

Enthusiasts and professionals now flock to Kojima in order to find the indigo expertise and high quality selvedge denim that the area has become known for - a far cry from the humble beginnings of the area that once struggled to feed its inhabitants. For us, Kojima is and always will be synonymous with Japanese denim. And we have a feeling that things are only just getting started. With technological enhancements and innovative brands looking to set the stage for the next era of Japanese denim, this is an area we're going to keep a close watch on.

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How Kojima Became the Epicenter of Japanese denim | Robin Denim

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'Enthusiasts and professionals now flock to Kojima in order to find the indigo expertise and high quality selvedge denim that the area has become known..'

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Writing about Japanese denim, wow, that's a lot of pressure. Let's not get into that sanforized vs unsanforized argument again, Tony. I can't go back there. Just let it go, Tony, let it go.

Then you've got the Big Guy himself, Evisu founder Hidehiko Yamane rocking double denim...

...and This Dog. Crotchless denim, that's not an easy look to pull off.

The Japanese press coined the disparaging term 'taiyōzoku' to describe the growing movement: youths styling themselves on rocker and greaser subcultures, listening to Rock and Roll and wearing wrangled jeans, those naughty, naughty things.

Even your average salaryman started to get in on the action: office worker by day, 'Rebel Without a Cause' by night. And so Japan's love affair with jeans was born.

Shout - out too to the 80s Japan 'Ametora' kids, all preppy looks taken from American Casualwear. ( If you're into this kinda thing check out the 'Roller - zoku', a rock n' roll obsessed subculture, the 'Kaminari - zoku', they're the biker gangs, and the 'Sukeban', badass girl gangs who ran amok through to the 80s, wearing ruffled - up school uniforms, sometimes carrying concealed razor blades and committing crimes across the country - YOU HEARD ME RIGHT ) .

There's a backstory to how Kojima became the birthplace of Japanese denim, and why Japanese denim has become the most sought - after in the world.

Kojima, located right on the Seto Sea, had a rich history of cotton cultivation, indigo dyeing and weaving. It was already a manufacturing hub for Japan's heavy - duty cloth, workwear and uniforms, and so was a natural fit for domestic denim production. The first pair of Japanese jeans were produced in Kojima in the late 1960s.

But by the 1970s, the success of denim had meant cheaper mass production and a drop in quality: in Japan the old looms had gone, replaced with more efficient projectile looms. Meanwhile American brands started to outsource production and lower standards. The new fabric didn't seem as interesting or well - made and many details like hidden rivets had all but disappeared.

I guess two things helped Japan turn things around, and led to their denim being set apart from the rest. The concept of 'takumi', a Japanese word that describes craftsmanship as a way of life, as distanced from fast fashion and mass production, and 'kodawari', an uncompromising attention to detail.

Japanese selvedge is now a hallmark of quality denim. It has a handle which is impossible to recreate on more modern looms. It's more like a handwoven fabric, with cotton slubs giving each pair of jeans an individual DNA. With these looms you get denim with volume like there's air inside, the fabric feels good when you wear it because it's soft. Your average shuttle loom will only make enough denim for two pairs of jeans every hour: it's quality over quantity.

The vintage looms need attention too, often with expert technicians who've been loyal to the same machine for 50 years, and can tell how they're 'feeling' just by listening to them ( cue Golden Anniversary jokes ) . The world's few remaining shuttle looms reside mainly in Kojima, feeding the fashion world's appetite for Japanese denim.

Palpable excitement, exiting the train at Kojima station. The jeans staircase ! The denim lockers ! Denim is in the air !

Not just anybody can set up store on this famed street: only premium Kojima denim brands need apply.

Vernacular architecture. Industrial, worn - in, yakisugi wood and hardware metal details, referencing the language of denim workwear.

Next stop: Momotaro, literally 'peach boy', named after a popular hero in Japanese folklore. You'll accordingly find peach logos stamped on some models' rivets, a signature pink - line selvedge and denim known to wear with age. We popped in to get our grubby little paws all over their mythical Gold Label jeans, inevitably precluded by the one - year waiting - list and £2000 price tag.

The Kojima store is home to Japan's only denim hand loom, originally from Kyoto's famous weaving district of Nishijin and specially adapted for denim.

The devotion to denim continues. There's good reason why so many denim heretics from around the world make the pilgrimage to this tiny area. These jeans aren't cheap, you're looking at spending hundreds of pounds upwards. So it's worth it to speak with the experts and sometimes even watch your own pair being made. Denim sommeliers, if you will. The area is really quiet, it's not hit the mainstream just yet, so you can shop at leisure. And some labels offer exclusives only available at their Kojima stores.

Plus you can get 'denim' ice cream flavoured with real indigo.

Jean noragi and denim - clad coffee bags at Salon de Denim.

Down the street: talking denim and scary rollercoaster rides with Yoshi of Pallet Life Story. The label takes inspiration from 50s and 60s sportswear and workwear, with signature Jackson Pollock - esque paint splatter patches. The team weave, dye, sew and finish their pieces at their own factories as well as produce denim for a number of other well - known Japanese brands.

Seriously though, that rollercoaster at the nearby Washuzan Highland amusement park... It's pedal powered, 590 feet in the air and on the edge of a cliff. You actually have to will yourself to pedal to your own demise.

More street details, an ode to denim's heartland.

Last stop: Shiro greets visitors at the entrance to Kamikaze Attack, "mad quality clothing" made for motorcycle punks and rebels, which started life as a clothing and tattoo shop housed in a rusty freight container underneath a bridge in Okayama city. Signatures include using recycled selvedge stripe offcuts as accents.

Rivet manhole covers and selvedge denim road markings: the homage to denim continues.

Selvedge denim is often recognisable by a red and white yarn at the edge, and so is familiarly known as 'akamimi' which translates as 'red ear'. There's some vocab to drop next time you go jeans shopping. And so concludes our journey down the blue and red brick road, Dorothy.

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A tour around Kojima, home to 40 or so premium Japanese denim stores and many of the world's selvedge denim mills

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The Rise of sustainable and ethical jeans industry-poppy

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The Rise of sustainable and ethical jeans industry-poppy

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From the 2001 Britney-Justin AMA all-denim look to the $300 Instagram panties, denim is one of those versatile fabrics that never go out of fashion. A wardrobe essential, the versatility of denim makes it a much-loved article of clothing that looks great on a casual setting or a semi-formal occasion.

One of the reasons for denim to push through the harshest of the fashion era and make itself evergreen is the constant variations it brings. These variations include the cut, color, and style, among others, in a pair of jeans.

From large bell-bottoms to skinny fits, jeans have had an expansive career. However, this versatility and availability do not come without their own limitations and innovations.

These "innovations" include acid washing, bleaching, shredding, and even sandblasting. While such a pair of jeans may look trendy and cute, they come with a harrowing history.

Sometimes the destination is just not worth the journey.

One of the ways to wear a perfect fit pair of jeans without a guilty conscience is to seek out some ethical fashion brands.

This article discusses ethical and sustainable fashion, t he advantages of owning and wearing such brands, and the brands you should befriend.

Read along to be fashionably woke.

Why make the switch to sustainable and ethical denim brands?

Whether it is the infamous Nike worker controversy or the recent backlash on the Jenner sisters - Kendall and Kylie's namesake clothing brand on wage, ethics, and sustainability have been eye-raisers.

Customers are the most crucial part of any brand or business. Given the recent enlightenment in terms of sustainability and humanity, customers have started boycotting brands that stand against their values.

If there was one decent enough aspect of the 2020 Coronavirus pandemic, it is undoubtedly the environmental cleansing. This has proven even to the skeptics of global warming that carbon emission is real and harmful.

But most importantly, it has shown that pollution can be contained and this containment of the pollution is on us. The global pandemic has become a reality check to many individuals and prompts us to be kinder to each other and the environment.

The fashion industry is the second-largest pollutant globally, and it is now up to us to be sustainably fashionable.

Some ethical denim brands that need your attention

These brands have many commendable, sustainable, ethical, and environmentally friendly factors such as being organic, vegan, zero- waste, recycled, using raw denim, using eco-friendly materials, and employing underprivileged people.

Fashion brands, such as these, are exponentially contributing to carbon emission reduction. And we can aid them in the noble cause by buying the perfect pair of jeans from them.

The support of the consumers in such a sustainable mission is only going to motivate other fashion brands to join in and pledge to produce ethically sourced and sustainable apparel.

What are the advantages of owning sustainable and ethical denim?

One of the reasons for switching to denim that is both ecological and sustainable, except for the obvious, is for environmental preservation. These articles of denim are made from fabrics that have been manufactured with a minimum, if not zero, carbon footprint.

The fashion industry has a promising future in a cleaner, low- carbon environment. It is our responsibility to make the environment a better, cleaner place for the generations to come.

As the second-most environmental polluter, the fashion industry, if given a chance and the necessary guidance, can play a large part in bettering the environment.

Sustainable jeans are serving as a foundation for this mission, and as responsible consumers, we have to support this movement in fashion for the future.

Most of the sustainable and ethically-produced jeans brands, apart from being environmentally and budget-friendly, are charitable and humanitarian.

Some of these brands employ and generously compensate the local workers and also provide employment to the mentally-challenged/disadvantaged civilians, giving them a chance to uplift themselves while doing their part for the environment.

What to look for when buying sustainable and ethically produced denim jeans

Your boyfriend might not make it to the 5th anniversary but your boyfriend jeans sure can.

Jeans are like the cockroaches of the fashion world; if they can make it through acid washing and shredding and still make it to another half-decade, it is safe to assume that a pair of well-tailored jeans will easily last a couple of years, in the least.

This fact alone justifies for a splurge on a sustainable and ethically made pair of jeans that can last for a long time.

However, this doesn't mean that all sustainably ethical clothing is expensive; there are many sustainable brands that are affordably priced.

For instance, Beyond Retro is one such brand, where you can own a nice pair of sustainable jeans starting from as low as $35.

Besides the tag of suitability, humane harvest, recyclability, and zero-waste are some things to look for when buying environmentally-friendly jeans.

Should brands emphasize only on being 'natural' while marketing for sustainable fashion?

What do silk, fur, leather, and ivory have in common? Apart from the glaring animal cruelty, these are all "natural".

We often mistake "natural" for "sustainable," and while sustainable things can be natural, not all natural things are sustainable; the examples being silk, fur, leather, and ivory.

All of these were once an emblem of grandiose but have now become a reason to boycott.

Thus, just because a fresh pair of jeans is labeled "natural" does not mean that it is sustainable or has been ethically produced.

While sustainable things can be natural, not all natural things are sustainable.

Another interesting example of this is a natural red dye called " carmine". This red pigment is extracted from a bug and is used in dyeing textiles, painting, food dyes, and cosmetics.

This 100% natural dye is neither ethical nor sustainable, as excessive poaching for the extraction of the stain might cause the endangerment of these insects.

Therefore, it falls upon fashion brands to be transparent about environmental issues and up to the consumers to do a little research to help make the earth a better place to live for all.

Learn to shop consciously

If you want to rock a nice pair of jeans without feeling guilty, you can look up the marketing strategies of a brand that is novel to you.

Since sustainability and ethical manufacturing is any brand's core competency and positively a gloat-worthy achievement, any brand practicing such humane methods is likely to disclose that as part of their fashion content marketing.

One click is all it takes!

Now that you are equipped with some sustainable fashion hacks and tips, you can now strut your distressed jeans - stress-free!

For more insights on sustainable fashion and fashion marketing, follow our blog.
Header Image Source: Photo by Waldemar Brandt on Unsplash

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The Rise of Sustainable and Ethical Jeans Industry

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With sustainability and going green being a big 2020 mandate, how can sustainable and ethical denim change the fashion industry?

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Retail Analysis: Men’s Denim A/W 22 - SUDE

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Retail Analysis: Men’s Denim A/W 22 - SUDE

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Hollis Johnson/Business Insider

Levi Strauss was born in Bavaria in 1829.

Strauss immigrated to the US in 1847. He landed in New York City and joined his half-brothers' dry-goods business.

Six years later, Strauss headed west, moving to San Francisco to open a West Coast branch of the business, selling items like clothing and blankets to general stores, according to Levi's.

Jeans as we know them today were born decades later when Strauss teamed up with a tailor to create riveted pants.

In the early 1870s, a customer of Strauss', a tailor named Jacob Davis, came up with the idea to use copper rivets to strengthen pants.

He purchased fabric from Strauss and made button-fly pants, which were such a hit among customers, he decided to patent them. He asked Strauss to join him on the patent, which was granted in 1873.

The pants were akin to modern-day Levi 501s - back then, the model was called "XX" - and featured a single back pocket, a watch pocket, and suspender buttons.

Modern-day jeans were born, though at the time, they were called "waist overalls" or simply "overalls." It wasn't until the 1960s that Strauss' creation was nicknamed "jeans," according to Levi's. The name comes from the French word "Gênes," meaning Genoa, an Italian port city where sailors often dressed in denim, Vice reports.

But some Levi's products made during the 1880s bore a troubling reminder of a dark period in US history.

In the 1880s, the US government passed the Chinese Exclusion Act, a law aimed at banning Chinese workers from immigrating to the US. The law came during a period of anti-Chinese sentiment following the Gold Rush and the construction of the railroads.

Though the law was later repealed - and eventually condemned - Levi's briefly adopted its own anti-Chinese labor policy: a tagline included in its products and its ads that read "made by white labor," The Wall Street Journal reports.

A company spokesperson recently told the Journal that today, Levi's is "wholly committed to using our platform and our voice to advocate for real equality and to fight against racism in all its forms."

Throughout the early 1900s, Levi's maintained a reputation as the clothing of choice for laborers and cowboys, an image it leaned into following the Great Depression.

Post-Depression, Levi's made a big play for cowboys' wallets, taking out ads in agricultural papers that served the Western states, publications like "Washington Farmer" and "The Arizona Producer."

But when World War II began, Levi's shifted gears, sending jeans overseas at the request of the US Navy. At the same time, women working in US factories and shipyards started wearing Levi's, since they protected them from hazards like welding sparks, according to Levi's.

By 1950, Levi's had produced 95 million pairs of jeans, which at that time cost only $3.50, according to Time.

The 1960s and '70s ushered in a renaissance in American fashion, which further spurred demand for Levi's in the US and abroad.

As more casual clothing styles took hold in the middle of the century, blue jeans became more mainstream. Civil rights leaders wore blue jeans, hippies wore blue jeans, and rock bands wore blue jeans. In fact, bands like Jefferson Airplane were making radio commercials for Levi's in the late 1960s.

In the US, denim became synonymous with equality and freedom, art historian Caroline A. Jones told Smithsonian Magazine in 2020.

"Youth activists ... used denim as an equalizer between the sexes and an identifier between social classes," she said.

But shifts were happening overseas, too. In East Germany during the Cold War, items like jeans were seen as "symbols of freedom, of independence, of being cool," German historian Gerd Horten previously told Insider.

Since sales of Levi's were banned in East Germany in the 1960s, a black market for the pants sprung up, with jeans going for as much as $500 a pop.

But by the late 1970s, East Germany's economy was crumbling and the government relented, requesting that Levi's ship nearly 800,000 pairs of jeans ahead of the holidays. Young Germans lined up to buy the denim, which cost 149 East German marks, equal to about $74 US at the time.

In the early 1990s, Levi's helped usher in the concept of casual Fridays, part of a play to help boost its khaki brand, Dockers.

Though casual Fridays date back to a Hewlett-Packard initiative from the 1950s, we have Levi's and its khaki brand, Dockers, to thank for them becoming mainstream, according to a 2014 Insider article.

The early 1990s was a tough time for the apparel industry, and it was also likely a tough time for HR departments across the country: Though casual Fridays had become the norm, there was no clear code for what that meant - many workers saw it as an opportunity to dress sloppily or inappropriately.

Levi's saw an opportunity, and in 1992, released a pamphlet titled "A Guide to Casual Businesswear." It gave examples of how to dress for the workplace - mainly Dockers khakis and Levi's jeans - and offered tips and advice for what counted as "business casual."

"We did not create casual business wear," Daniel Chew, Levi's former consumer marketing director for North America, told Bloomberg Businessweek in 1996. "What we did was identify a trend and see a business opportunity."

The pamphlet attracted the attention of major US companies - Charles Schwab distributed it to employees - and by 1995, Levi's posted then-record sales of $6.7 billion, a 10% increase from the year prior, according to Bloomberg.

Levi's outfitted the US Olympic team during the 1984 Summer Games in Los Angeles.

The company aired an ad campaign for its 501 jeans at the games, which led to a surge in sales, according to Levi's.

One year later, Levi's, which had gone public in 1971, went private again in a leveraged buyout led by Levi Strauss' descendants. The buyout, valued at $1.7 billion, was the largest of its kind at the time.

But by the late 1990s, demand for Levi's started to wane.

In 1997, Levi's announced that it would close 11 manufacturing plants and lay off about 6,400 employees, about 34% of its workforce.

"In the 1960s, '70s and '80s, we were chasing demand and couldn't produce fast enough," company spokesman Gavin Power told the Los Angeles Times at the time. "It's not like that anymore."

Though Levi's was the largest brand-name apparel-maker at the time, it was facing several challenges: spending on apparel had dropped 3% in the '90s compared with the '80s; manufacturing advancements meant more clothes could be produced by fewer people; and competition was heating up, thanks to brands like Ralph Lauren and cheaper private labels at department stores.

"A lot of people can buy jeans for less than Levi's is offering them at and get the same quality," retail consultant Kurt Barnard told the Times in 1997.

Sales continued to decline for the next decade, but by 2007, Levi's was once again profitable.

Five years later, Levi's purchased the naming rights to the new San Francisco 49ers stadium.

Levi's agreed to pay the NFL team $220 million over 11 years in what was, at the time, the third-biggest naming-rights deal in the nation.

In 2019, Levi's filed to go public once again, at a $6.6 billion valuation.

In honor of the occasion, the famously strict New York Stock Exchange relaxed its "no blue jeans allowed" policy so that everyone on the trading floor could wear jeans and denim jackets - even floor traders and stock exchange employees were fitted for Levi's apparel in advance.

CNBC's Bob Pisani said at the time that the trading floor at the NYSE looked like "Woodstock '69."

The onset of the pandemic in 2020 hurt Levi's sales. Industry experts began predicting the end of jeans as people remained at home, ensconced in loungewear.

The pandemic hit retailers hard, and Levi's was no exception. The brand temporarily shut down its stores, faced supply chain challenges, and saw a decline in sales as consumers opted for elastic waistbands over "hard pants."

By May 2020, net revenue had plummeted 62% year-over-year as costs surged due to the pandemic. In July of that year, Levi's laid off 700 workers, equivalent to 15% of its workforce.

Meanwhile, Levi's has become the go-to choice for models, musicians, and the fashion crowd.

While pricey denim was all the rage in the early aughts, trends shifted in the 2010s in favor of reasonably priced Levi's.

"To me, the backlash - or 'denim fatigue' - is because all of the jeans [on the market] look exactly alike," Sean Barron, cofounder of denim brand Re/Done, told Fashionista in 2015. "They're all skinny with stretchy blue fabric. For a while it was like, 'what else can I buy?' These brands are making people look homogeneous."

Meanwhile, Levi's has kept selling its classic styles, including the relaxed-fit 505 and the more rigid, straight-leg 501, a classic style that hasn't changed much since the 1800s - it's "the ultimate original jean," as trend forecaster Samuel Trotman told fashion site High Snobiety.

And it's not just full-length jeans that have become a must-have item: as music festivals became a popular destination, sales of 501 cutoffs skyrocketed.

"We again dominated Coachella as the go-to uniform for festival season with Levi's 501 cutoff shorts, which were up more than 50% this quarter, taking center stage," CEO Charles Bergh said during the company's second-quarter earnings call in 2019.

But it's vintage Levi's that have achieved almost Holy Grail status among the fashion-forward and eco-conscious shoppers of younger generations.

Rather than shelling out for brand-new jeans, Gen Z and millennial shoppers are scouring thrift stores and internet marketplaces for vintage Levi's. Finding the perfect pair has been elevated to an artform, with everyone from GQ to InStyle creating guides to help shoppers identify whether something's actually vintage and navigate Levi's notoriously tricky sizing.

Levi's itself caught on to the trend, launching its own secondhand shop in 2020 and hiring a slate of celebrities and tastemakers, including Hailey Bieber and Jaden Smith, to promote it.

Super-vintage Levi's - as in, from the 1800s - are viewed almost reverently by collectors. Case in point: one of the oldest known pairs of Levi's recently sold for $76,000 at auction.

The pants, found in an old mine several years ago, have a single back pocket, suspender buttons at the waist, and show a few signs of their age, including some small holes and candle-wax marks. Still, they are considered to be in "good/wearable" condition.

Still, like many retailers, Levi's is grappling with inflation and consumers' fears of a recession.

During its most recent quarterly earnings in April, Levi's said it would have to offer higher promotions than it initially planned - at the same as it deals with higher labor, cotton, and freight costs. The news initially sent Levi's shares down 16%.

"The lower-end consumer is making hard choices and either trading down or just not buying denim," CEO Chip Bergh said during a call with investors.

Meanwhile, the company has experienced some executive changes in recent months: its president departed the company in 2022 after advocating against pandemic school closings and mask mandates. Levi's recently named a new president: Michelle Gass, the top executive at Kohl's, who will eventually succeed Bergh.

In early 2023, Levi's kicked off a celebration of the 150th anniversary of its iconic 501 jeans.

Levi's said that the company has seen a resurgence in the 501's popularity in recent years, driven by female customers and celebrities like Beyoncé, Hailey Bieber, and Bad Bunny wearing products from the "501 family," which includes both the standard button-fly, straight-leg jeans as well as cut-off shorts.

Those products brought in roughly $1.3 billion in revenue in 2021 and 2022, the company announced in January. During the company's shareholder meeting in April, Bergh said that 501 revenues are expected to reach nearly $800 million in 2023.

Apparel

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How Levi's got its start making clothes for cowboys and rose to become a Gen Z status symbol

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The 170-year-old retailer has weathered world wars and the Great Depression - not to mention the cyclical nature of fashion.

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The ultimate guide to sustainable jeans and ethic denim-poppy

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The ultimate guide to sustainable jeans and ethic denim-poppy

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Finding the perfect pair of jeans can be an arduous journey⁠-from fit and cut to length, there are many boxes to be checked. But once the Goldilocks has been found, there is no going back. It will stay with you for many years, seasons, and stains. Needless to say, there's nothing like a good pair of denim jeans. And what about finding sustainable jeans and ethical denim? Here's why it's worth the hunt.

The cotton-based fabric is one of the most used materials in the world. It is estimated that the value of the jeans market worldwide is approximately $110 billion USD. Sadly, denim can have a substantial environmental and human cost. Cotton is known to be a thirsty crop⁠-according to one report, blue water (irrigation) consumption of cotton lint sits at a global average of about 1,900 litres per kilogram. On top of that, pesticides and synthetic chemical dyes can lead to extensive water pollution. It is estimated that 70% of Asia's rivers and lakes are contaminated by the 2.5 billion gallons of wastewater produced by the textile industry which disproportionately affects local communities who rely on these rivers for drinking and bathing.

Although many brands continue to participate in this detrimental process, others are stepping up and innovating. There are ethical brands going above and beyond to create better, more sustainable denim options. So without further ado, here is our guide to sustainable jeans and ethical denim.

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The Ultimate Guide to Sustainable Jeans and Ethical Denim

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Finding the perfect pair of jeans can be an arduous journey⁠-from fit and cut to length, there are many boxes to be checked. But once the Goldilocks has been found, there is no going back. It will stay with you for many years, seasons, and stains.

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Four themes defining Denim for S/S 2024-poppy

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Four themes defining Denim for S/S 2024-poppy

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This is the future of denim trends-poppy

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This is the future of denim trends-poppy

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It's official. Gen Z has cancelled skinny jeans.

The skinny jean is a staple in every millennial closet, but it seems the trend has met its match. A scroll through the 'for you page' on TikTok will show you that the latest trendsetters on social media are throwing out skinny jeans and going for looser options. Most of the Gen Zers are telling you to throw your favorite denim jeans straight in the bin. Before you burn your skinny jeans, we want to tell you about the future of denim jeans and pant trends for 2021.

Spoiler alert: it's all about wide silhouettes.

The skinny jean has been in vogue since the early 2000s after the mom jeans, and the low-rise denim had their day in the sun. Over the last year, our go-to jeans have been sitting at the back of our closet. Although jeans will never go out of style, certain silhouettes always go in and out of vogue.

While you might want to keep wearing your skinny denim jeans, you can expect to see their popularity take a drastic hit in the months to come. Gen Z is now calling the shots in the fashion world. They have even reclaimed yoga pants as 'flared pants', bringing back a trend we thought was forever lost in the mid-2000s.

The reality is that thanks to the pandemic, our fashion choices have taken a drastic u-turn. As we are all working from home and spending more time indoors, our focus has shifted from body-hugging garments to a looser fit. After all, we are practically living in our loungewear 24/7.

If you want the slim fit of skinny jeans without being seen as wearing last season's trends, opt for a pair of cigarette jeans. The denim will still accentuate your curves without you losing the ability to move in your jeans.

Bootcut jeans are a step up from the jogging pants that are having a resurgence thanks to the pandemic. We've all seen the Juicy Couture velour tracksuits making a comeback on our Instagram feeds. Their population is due to Gen Z, who are discovering the trends of the early 2000s for the first time. Bootcut jeans give you the comfort of jogging bottoms while still being slimming. They are a definite trend for Spring/Summer 2021.

We expect future denim trends to focus on wide-leg jeans. Think of the styles you would see characters wearing in an 80s movie. The baggier the cut, the better.

Along with changing silhouettes, jean trends are going to focus on the colours of 80s. You'll be seeing more distressed denim with patchwork and light acid washes. Denim with a little extra stretch and comfort is what you'll be looking for in 2021.

Not everyone is comfortable wearing a wider fitting silhouette, and if you want something in between a skinny jean and a wide leg, choose a straight fit. After months of living in loungewear, no one is in a rush to go back to the days of struggling to breathe in tight-fitting jeans.

Along with the rise of curtain bangs, the 1970s influence everywhere in fashion. High-waisted pants are in. It's time for your low-rise jeans to go to the back of your closet. Paper-bag waist pants are comfy without compromising on style. If jeans aren't your thing, you can find this silhouette in almost every fabric. If you want to make a statement, don't afraid to choose a pair in a bold colour palette.

Speaking of wider silhouettes, it's time to dig out your dad's vintage chinos. Fashion trends are taking inspiration from workwear, whether it's with utility jackets or Doc Marten boots. Chinos bring together comfort and versatility, making them easy to style and carefree to wear.

Another trend to keep your eye on is sustainability. Whether you're Gen Z or a millennial, chances are you're thinking about your carbon footprint. Whether it's looking for ethical fashion brands or buying pre-loved, there are countless ways you can shop sustainably. We're all becoming more aware of the dangers of fast fashion and how jeans are one of the most polluting pieces of clothing that the industry produces. Future denim trends are pointing towards more patchwork denim, with brands reusing deadstock to cut down on waste.

You can expect to see more brands pushing their sustainability message and choosing to use eco-friendly and recycled materials to produce their pants. If you're looking to create a sustainable wardrobe, vote with your wallet and buy ethical jeans.

While it's Gen Z's backlash at the skinny jean that has brought the conversation back to our social media timelines, they are not the only ones who are tired with wearing the style. Elle magazine points to the rise of the jeggings as the decline of the skinny jean. The magazine claims the jegging made the classic style look " trashy".

The industry was already moving towards a more relaxed look with voluminous fits. It's time to dig out a pair of vintage Levi jeans and embrace comfort along with style. The two are no longer juxtaposed.

Our shopping trends have also changed, which is affecting the future trends for denim. Gone are the days when you found one style of jeans and bought them in every fit and colour. Instead, our closets are more versatile, with a focus on embracing different fits and colours.

Denim jeans of all styles are experiencing a resurgence, with Net-a-Port reporting a 25% increase in denim sales in 2020, even during a time when we weren't wearing jeans as often as before.

Along with silhouettes changing, the future trends appear to be pointing towards a neutral and minimalistic colour palette. One of 2020's biggest trends was the monochrome look, and it shows no sign of slowing down. You'll want to add a pair of high-waisted whitewashed jeans to your closet, and earthy toned pants in a sand or stone colour.

Next time you're going on a shopping spree, look for wide-leg pants with a high-rise waistline. While fashion trends can change every day, we expect skinny jeans to be pushed to the side in favour of looser and more comfortable fitting pants. We don't think skinny jeans will disappear overnight, but it's clear that the wider silhouettes are going to dominate the trends for 2021.

The future of denim is all about wider fits and looser cuts.

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This is the Future of Denim Trends! - Jumble

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Before you burn your skinny jeans, we want to tell you about the future of denim jeans and pant trends for 2021.

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Denim Jeans market trends 2023-2030-poppy

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Denim Jeans market trends 2023-2030-poppy

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The global denim jeans market size was worth USD 77.67 billion in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 5.8% from 2023 to 2030. The denim jeans market is expected to expand due to the continuous evolution of consumer trends and preferences for appealing fashion and beauty coupled with continual companies' product innovations with designs, trends, styles, and colors thereby driving the demand for denim jeans. The rise in the sense of fashion among the millennial and baby boomers category has allowed the manufacturers to continually emphasize introducing new and upgraded versions of the same denim jeans.

In July 2022, Abercrombie & Fitch, launched the 2022 denim collection for kids which features additional options for fit and sizing. The collection has an elevated size range and offers 5/6 to 17/18 and includes short, regular, and long-length options in all sizes and waistband adjusters. The company has researched in depth about the parents' preferences towards their children's clothing. Nowadays, loose fitting-clothes are gaining trend among the women population for different occasions, which is expected to create lucrative opportunities for the denim jeans market. In addition, the rise in the working class population and business casual adoption in workplaces will favor the demand for denim jeans.

Moreover, constant product innovations in the market and improving standards of living will drive the demand further. Rising awareness about the availability of a variety of products, such as boot cut, high rise, cropped, skinny, tapered, and regular fit jeans, is also contributing to the market expansion.

Influence of the social media platforms is further expected to spur market growth. Moreover, the growing apparel market across the globe with the introduction of premium and branded products is likely to have a significant impact on the denim jeans market development. Major manufacturers have undertaken several business strategies, such as geographical and capacity expansion, M&A, and R&D, to boost their sales. Also, these leading market players in the denim jeans market are primarily focused on establishing new market opportunities by entering newer markets in the clothing industry that are still in their developmental phase. In August 2022, H&M Hennes & Mauritz AB inaugurated its retail footprint in Costa Rica and North Macedonia and introduced an e-commerce site in Uruguay.

COVID-19 negatively impacted the global denim jeans market. As a result of the lockdown, all businesses except essential services were closed which disrupted the supply and distribution of clothing products thereby affecting clothing manufacturers and retailers. The main market for denim jeans was lost when the government bodies adopted lockdown measures to curb the transmission of COVID-19 and sealed international borders which lead to a disruption in trade supplies of clothing materials globally. The unprecedented COVID-19 pandemic has negatively affected export and import activities and has led to restrictions on the movement of raw materials for the manufacture of denim jeans.

However, the market is expected to gradually return to pre-pandemic levels as the market is expected to gradually regain its momentum in sales of denim jeans globally as the brands have witnessed upward sales growth in denim jeans globally. This trend is anticipated to positively impact the market during the forecast period. In 2021, American Eagle Outfitters Inc. reported a plan to bounce back from the pandemic-induced slowdown in sales growth. The company reported that its business accelerated across both its American Eagle and Aerie brands delivering an all-time high during the first quarter of 2021 with revenue amounting to USD 1.03 billion.

Distribution Channel Insights

Sales through offline channel held a share of 85.8% in 2022. The offline channel is estimated to lead the segmental share owing to the rise in the number of fashion clothing stores and specialty stores along with the availability of high-quality cost-effective products,that attract a greater number of customers. Also, the users prefer in-store purchases and opt for branded store visits Data published by CCI & Cotton Incorporated's 2021 Global Denim Survey among 1,000 U.K. consumers in the age group 18-60 reveals that 50% of U.K. consumers plan for purchases denim jeans by visiting stores. The data also revealed 24% of the customers' preferences towards online shopping.

The sales through online channel is expected to grow at a CAGR of 8.6% over the forecast period from 2023 to 2030. The online channel market is driven by the rising number and popularity of e-commerce websites such as Myntra, Flipkart, and Amazon, offering a wide range of designs and finishes in clothing products like denim jeans. Moreover, an increasing number of smartphone users and high internet penetration among developed countries will support product sales through online channels, thereby channeling online segmental growth.

End-user Insights

The men's segment held a share of 54.7% in 2022. The growth of the segment is due to the growing acceptance of patched and studded jeans in the men's wear market. The denim jeans remained a staple for manual labor attire and have evolved and have managed to gain more acceptance among the male population worldwide. Men's denim jeans witnessed growing popularity and the popular styles are straight leg, tapered leg, slim fit, and skinny witnessed greater sales among the male category.

Besides, the rising women's wear market in the region is also contributing to the demand for denim jeans among females. The females' rising spending capacity on personal care and beauty apparel including low-rise, curve, and straight-leg skinny jeans and trousers for multiple occasions has favored the demand for women's denim jeans. Moreover, the increasing consciousness towards clothes that fit different body shapes has enhanced the demand for such products.

Regional Insights

North America accounted for a market share of 34.7% in 2022. The growth of the market in the region is due to the presence of popular worldwide brands and their consistent innovation of fashionable denim collections for the customer's evolving preferences for colored denim trousers. Popular American clothing brands like Levi Strauss & Co., Wrangler, VF Corp., etc collaborate with influencers and sports personalities towards inspirational collections of denim jeans for both men and women to drive more sales. Such initiatives by clothing brands in North America will play a crucial role in attracting users and will generate higher demand for denim jeans.

In July 2022, Levi Strauss & Co., the American-based clothing company teamed up with four-time Grand Slam tennis champion and activist Naomi Osaka on the launch of a playful denim collection for Summer 2022. The collection consists of five new denim pieces that were inspired by original sketches created by Naomi. The millennials and gen Z population's preference for premium price-based denim jeans and their high spending capacity on such products will facilitate the overall demand for denim jeans in North America.

The Asia Pacific is projected to be the fastest-growing region with a CAGR of 6.6% over the forecast period due to the fast pace expansion of the multinational companies' foothold in China, Japan, and other countries within Asia. In April 2022, Levi Strauss & Co. announced an aggressive expansion strategy in East and Asia Pacific by refurbishing existing stores and rolling out new in-store services at several locations across the East Asia Pacific (EAP) region. The company has further planned to launch more than 100 locations in Thailand in 2022. Global renowned brands such as Levi Strauss & Co., VF Corp., H&M Hennes & Mauritz AB, U.S. Polo Assn., and others are emphasizing expanding their manufacturing bases and retail footprints due to low labor costs and easy availability of raw materials. In addition, the high adoption of western wear among the youth population is favoring the demand for denim jeans in Asia Pacific markets.

The market in Europe is expected to witness newer opportunities over the forecast period as the region is one of the world's largest fashion hubs and hosts popular fashion events and celebrity events that feature popular influencers and celebrities. For example, the denim collection was part of the most talked-about Spring/Summer 2022 collections in Milan, London, and Paris fashion weeks. The loose-fitting jeans and double-denim ensembles maintained their place and dominated trends in London, Milan, and Paris. The fashion shows and occasions are held frequently to represent modern fashion trends in the beauty and apparel industry and thus showcase exquisite dressing styles evolving from vintage style jeans to straight jeans.

Key Companies & Market Share Insights

The global denim jeans market is highly competitive and fragmented with a large number of players in the market. Major players are investing in research & development to develop innovative technologies to make instruments that are easy to use and of better quality in terms of sound quality. Furthermore, companies are also implementing strategies such as mergers & acquisitions, joint ventures, training workshops for schools or organizations, and expansions to increase sales.

In April 2022, AG Adriano Goldschmied, Inc., premium denim and knitwear house partnered with Tulip, a global leader in cloud-based mobile solutions to provide retail technology solutions that break barriers and create authentic customer connections and create personalized shopping experiences for AG customers.

In March 2022, H&M Hennes & Mauritz AB developed a new denim line called the 'capsule collection,' which focuses on saving water throughout the manufacturing process by collaborating with suppliers who use recycling water systems. The pieces in the collection are inspired by late 1990s and Y2K vibes and include high-waist straight jeans, low-waist flares, dungarees, skinny jeans, mini-skirts, and denim shirts.

Some of the prominent key players operating in the global denim jeans market include:

Denim Jeans Market Report Scope

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Global Denim Jeans Market Report Segmentation

This report forecasts revenue growth at global, regional & country levels and provides an analysis of the latest trends and opportunities in each of the sub-segment from 2017 to 2030. For the purpose of this study, Grand View Research has segmented the denim jeans market on the basis of end-user, distribution channel, and region.

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denim jeans market - global denim jeans industry size

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Denim Jeans Market Size And Share Analysis Report, 2030

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The global denim jeans market size was worth USD 77.67 billion in 2022 and is expected to grow at a CAGR of 5.8% from 2023 to 2030

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the importance of sustainability in denim-poppy

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the importance of sustainability in denim-poppy

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Growing concern over the environmental and health impacts of textiles in general and denim, in particular, are putting pressure on companies to employ more sustainable production methods.

Every closet has at least one item of denim - whether it be blue jeans, a denim jacket, or vintage overalls that our grandparents used to wear. First used in the 19th century in the form of heavy work jeans, it has since become a wardrobe staple. From 200 pairs of jeans being sold, the number produced every year has risen to 6 billion. And at the rate the fashion industry is going, we're on track to make billions more. But just how sustainable is denim production?

Blue is not so green

The fabric used to make denim clothing is cotton or some type of cotton blend. It is first harvested, separated into fibers, then put into bales. To make a pair of jeans, our denim fabric construction guide here on Textile School explains that the material undergoes a weaving process to make yarn, which is then dyed into indigo or other colors depending on the design.

The production of denim also involves several chemical washes to make them softer or more wearable and to eliminate shrinkage. Manufacturers can then put the clothing through different processes to produce specific styles, like distressed or faded jeans.

This production cycle of denim, from harvesting the raw material to packaging the final product, makes use of vast amounts of water. In fact, The Fashion Law's rundown of water consumption in denim production shows that it takes 1,800 gallons of water just to grow the cotton that goes into a single pair of jeans. Moreover, 1.3 trillion gallons of water are used annually to dye fabric, including denim. This doesn't even entail the water required to wash and produce special effects in a trendy pair of denim pants.

Aside from the enormous consumption of water, denim production is also a known culprit in water pollution. About 70% of Asia's rivers and lakes are contaminated by garment manufacturing, of which denim is a major contributor. The production cycle involves heavy use of chemicals that produce run-offs and end up in bodies of water. These chemicals, which include lead and mercury, are also toxic to workers and communities where factories are set up. These are all issues that the textile industry is currently facing, as explored by our Textiles: Environmental Issues and Sustainability report.

Sustainable production of denim

Growing concern over the environmental and health impacts of textiles in general and denim, in particular, are putting pressure on companies to employ more sustainable production methods. One example of these environmentally responsible practices is using a micro-irrigation system that can save water usage in the early part of denim's life cycle.

Textile manufacturers can also switch to organic pesticides to minimize the chemical exposure of workers and reduce toxic waste drained into bodies of water. As for achieving the classic denim look, C&EN reports that digital printing has become available, which can serve as a more sustainable alternative to dyeing and similar techniques. It can help solve the environmental impacts of dyeing fabric, such as producing toxic waste and human exposure to harmful chemicals.

But consumers also have a role in making denim more sustainable. Textile manufacturers can actively encourage their clients to opt for more eco-conscious fabrics from the multitude of brands that have started popping up. They can also promote ways to repurpose unused clothing, and Pretty Me's guide to denim upcycling proves that there are many creative ways to do this. Old blue jeans can be turned into floor cushions, patchwork rugs or quilts, stylish purses, and even stuffed toys for children to enjoy.

The bottom line is that we all play a part in bringing sustainability to denim as it is traditionally harmful to the environment. Whether it's finding creative uses for our old pair of work jeans or supporting sustainably made denim products, our individual choices will hopefully compel textile manufacturers to turn to more sustainable practices for the sake of our planet's future.

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The Importance of Sustainability in Denim - Textile School

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Growing concern over the environmental and health impacts of textiles in general and denim, in particular, are putting pressure on companies to employ more sustainable production methods.

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Telling a good story is one of the best openings when you're pitching a brand or a product. And it's fairly easy to learn a handful of historical facts by heart that you can riff off to impress customers. But you have to know how to tie the story together with the specific features and benefits of what you're selling; you have to make it relevant. That's the tricky part.

Back when I was working in retail, I often used my knowledge about the history of jeans to help my customers find the perfect pair of jeans. Occasionally, I'd venture into telling stories like why jeans have rivets or where they come from.

To help you avoid some of the mistakes I made, this article is the first of four episodes that provides a clear and brief overview of the history of jeans. It's made up of four sections that cover jeans before rivets, how jeans got their rivets, the transition of jeans into fashion and how jeans came to Europe and Asia.

I've boiled down each section into a few key arguments that you can use in sales situations to add value to the product you're selling, to explain the origin and idea behind signature details of jeans and, very importantly, to demonstrate your competency.

I've also included a few suggestions for when to use all of these historical facts in situations when you're selling jeans. But let's get to it; we start at the very beginning.

The four parts of the series about how history has shaped our jeans are:

Jeans Have Been Around for Centuries

Jeans began as workwear: clothes made to do a job for men with jobs to do. They were utilitarian and sturdy garments with a simple design and uncomplicated construction, cheap and quick to make. And they've been around for centuries.

The jeans that working men and women wore hundreds of jeans ago were all about durability and functionality, not aesthetics and how they looked. That's why they were made from cotton denim; a durable, versatile and inexpensive fabric. That's why the pockets were placed for easy access. It's why they were sewn with durable thread and often had high stitch count, which makes the seams stronger. And it's why they featured reinforcements in places that are prone to tear.

Levi Strauss & Co. is rightfully accredited as the creator of jeans as we know them today with their riveted denim workwear patented and introduced in 1873. But Levi's is sometimes confused as the inventor of workwear made from blue indigo-dyed cotton twill denim altogether. A simple misunderstanding or maybe a simplification of history. But the predecessors of today's blue jeans were made long before 1873.

Workwear has been dyed blue with indigo, a natural dyestuff that is extracted from the indigofera plant's leaves for 5,000 years(!). The synthesised version of indigo was discovered in 1865 by the German chemist, Adolf von Baeyer, and introduced as Pure Indigo by the German chemical producer, BASF, in 1897. Today, almost all denim is dyed with synthetic indigo.

Cotton twill trousers had also been around long before the first Levi's jeans. Weaving dates back 12,000 years(!), and the predecessors of the high-speed weaving machines that are used to make most denim today were invented in the 1700s.

Key facts about the origin of jeans

Jeans were originally workwear. Most of the design and functionality features haven't changed for hundreds of years.

Levi Strauss & Co. introduced jeans with rivets in 1873, but indigo-dyed denim workwear had been around for centuries before that.

When to use this knowledge in sales situations

If a customer asks about the origin of the design and features of jeans, tell him that they were originally made for practical purposes.

If a customer asks who invented jeans, tell him Levi Strauss & Co. patented riveted blue jeans in 1873 but that denim workwear had been around long before that.

All that being said, the rivets have played a crucial role in how the design of Levi's jeans came to dominate all others'. But how did the rivets end up on our jeans in the first place?

How Jeans Got Their Rivets

As the previous section discusses, many of the features that have come to define blue jeans were pragmatic solutions to the problems faced by wearers or manufacturers. One of the most common problems was that pocket corners and other stress points would wear out and tear prematurely.

In January of 1871, a tailor of Latvian descent named Jacob W. Davis invented a simple and elegant solution to this problem in his workshop in Reno, Nevada. Davis hammered copper rivets onto the pocket corners and the base of the fly where jeans would often tear. This was the invention of riveted blue jeans, and rivets are still the most important defining feature of the jeans we wear today.

Davis' invention was an instant success and rivals soon began imitating his idea. He knew he had to patent his design, but he didn't have the $68 to pay for the patent. So, he partnered up with one of his fabric suppliers, Levi Strauss from San Francisco, in 1872 with the agreement that Strauss would foot the bill for the patent while Davis would move to San Francisco to oversee production.

The original drawing and document for the patent (#139,121) for "improvement in fastening pocket openings."

Levi Strauss & Co. received the patent for making riveted denim workwear on May 20, 1873. This gave the company a head start and created the competitive edge and first-mover advantage that it still benefits from today. Until the reissued patent expired in 1892, Levi's was the sole maker allowed to make workwear with rivets, and the company fought off patent infringements with lawsuits. During those 17 years, several competitors came up with alternative strengthening designs. But none of them was as simple and elegant as the copper rivet.

When the patent ran out in 1892, rivets became a standard feature of jeans. That's when Levi's started campaigning their claim to the invention. Over the following decades, the San Francisco jeans maker trademarked a handful of the design features of their jeans, including the Two Horse label (in 1886), the 'Levi's' name and the guarantee ticket (in 1928), the red tab (in 1936) and the arcuate (in 1943).

Key facts about how rivets came to define jeans

To this day, jeans are defined by a few essential features that haven't changed since the early 1870s. The most important of these features is the rivet.

Without rivets, blue jeans probably wouldn't look like they do today. And without the patent to make jeans with rivets, it's unlikely that Levi's' design would have defined the jeans we wear today.

When to use this knowledge in sales situations

If a customer asks why jeans have rivets, tell him that they were put on the stress points of the garment to prevent tears. And because rivets have come to define jeans, they're still there today, even though most of us don't need the added strength.

For the first 50 years of their existence, riveted jeans were worn as workwear. But in the 1930s, and especially after World War II, that started changing.

How Jeans Became a Fashion Statement

In the 1950s, jeans became more than a durable garment suited for work; they became a way to express rebellion and a fashion statement. The post-World War II American economy, emerging countercultures and the birth of the teenager play a central role in this transformation.

The transition of jeans from workwear to fashion statement was partly due to the booming American economy of the 50s. When men went to war, women entered the workforce. Before the war, most families relied on a single income, usually the man's. After the war, dual-income families became much more common.

This gave birth to the concept of the teenager; adolescents with spending power, plenty of leisure time and a need to do things differently than their parents. The increase in expendable income meant that the baby boomer generation, who were kids in the 1950s, grew up with an abundance of spending. And one of the things they bought was jeans.

At the same time, there was a high supply of jeans which needed demand. The growing deindustrialisation of America meant that workers no longer needed to wear jeans for work. That's why jeans makers were quick to seize the opportunity to move into the fashion and leisure segments.

But jeans had already started transitioning from workwear to fashion in the 1930s. Hollywood westerns like Stagecoach from 1939, starring John Wayne wearing buckle back Levi's jeans, idolised the mythical American anti-hero, the cowboy. Although not all cowboys wore blue jeans, the link between the two was quickly forged.

This created an industry of wealthy Easterners who travelled out west to vacation on so-called 'dude ranches' to experience the cowboy lifestyle. And, of course, they wanted to wear blue jeans. At the same time, intellectuals and West Coast undergrad students also started wearing jeans to express their sympathy with workers.

Essentially, jeans became a statement worn by people with attitude and by the anti-establishment. This meant that jeans became part of the rebel's and the anti-hero's uniform. Real-life outlaws were one of the first groups to adopt denim as a statement. When Hell's Angels was formed in 1948 in California by World War II veterans, they rode their bikes wearing jeans, just like the ones they'd worn growing up and when off duty during their military service. Jeans quickly became synonymous with juvenile delinquency. When jeans were banned in schools, it only fuelled the fire and made jeans even more desirable.

Marlon Brando and James Dean wearing jeans in the 1950s.

Soon, Hollywood started shaping and reflecting the rebellious teenage culture. And the denim-clad stars cemented the connection between jeans and rebels. The Wild One starring Marlon Brando premiered in 1953. Brando's performance and iconic outfit of Levi's 501 jeans, a black leather motorcycle jacket and engineer boots have set the standard for the rebellious aesthetic to this day. In 1955, James Dean starred in Rebel Without a Cause. Wearing Lee 101 jeans, a white T-shirt and a red windbreaker, he became the very embodiment of the teenager.

Key facts about how jeans started transitioning into fashion

When jeans first started transitioning into fashion, they were worn by rebels and teenagers as a statement. Although some of the bad boy image has worn off today, jeans still don't qualify as formalwear.

Wearing a white T-shirt with blue jeans have been an iconic look since the 1950s.

When to use this knowledge in sales situations

If a customer needs help picking out a pair of jeans for a specific occasion, tell him that jeans can be worn at almost any occasion but that they're still too informal for weddings and funerals.

That explains how jeans became popular as a fashion item in the US. But how did they become the favourite choice of pants for kids in Europe and Asia as well?

How Jeans Came to Europe and Asia

American soldiers were the first to export jeans. Until the early 1940s, the blue jeans we know today were only available in the US. Although indigo comes from India and denim originated in Europe, pants made from warp-dyed denim and enforced with rivets hadn't yet reached the shores of Europe and Asia. That changed when the US entered World War II.

Many American soldiers wore blue jeans when off duty. It was a reminder of home, but many were also used to jeans, having worn them growing up in the countryside. And, as you just learned, jeans were becoming increasingly popular as leisurewear around that time. Not to mention that if you were in the Navy, denim was part of your uniform.

With the Marshall Plan and other aid programmes after the war, Western Europe and Asia got an injection of US industry and culture. The presence of American troops also meant that Europeans and Asians were directly exposed to American values and commodities, including the jeans that G.I.s wore when off duty. Like with other cultural exports such as movies and rock music, European and Asian youths were quick to adopt blue jeans, which came to symbolise of change.

In Europe, jeans had become a popular fashion item by the late 1950s. But they were expensive and hard to get. To meet the growing demand, local makers started producing their own jeans, which strongly resembled the American originals in terms of design. Among the earliest European brands were Chipie in France, Rifle in Italy, Lee Cooper in England, Mustang Jeans in Germany and Gul & Blå in Sweden.

In Asia, the Japanese, in particular, took an interest in blue jeans. But import regulations meant that, until the late 1950s, original American jeans weren't really available in Japan. To get your hands on a pair, you had to know someone who could get them for you from one of the PX offices where soldiers could buy American merchandise. Alternatively, you could get a pair of secondhand American jeans from the black market known as Ameyoko in Tokyo's Ueno district. These stores got their supply from Panpan girls (prostitutes at US military bases) who'd got paid in jeans rather than cash.

By the early 1960s, jeans were in such demand in Japan that a handful of local makers were racing to capture the market. While Edwin's claim to being first is not backed by hard facts, the research of W. David Marx for his excellent book Ametora proves that Big John was in all likelihood the first to introduced Japanese-made blue jeans.

Key facts about how jeans came to Europe and Asia

US soldiers introduced the world to blue jeans after World War II. Due to demand, local makers soon started replicating the original American design. That's why jeans from anywhere in the world look the same today.

When to use this knowledge in sales situations

When a customer asks why jeans are popular in any part of the world, tell him that it all began after World War II when American soldiers brought jeans to Europe and Asia.

This concludes the first article about the history of jeans and how you can use it in sales situations. In the next episodes, I'll look into how jeans become mainstream fashion.

Need help finding the perfect pair of jeans?

Denimhunters is a knowledge portal for denim enthusiasts and newcomers. Launched in 2011 as a pioneering denim blog, we're a trustworthy source of denim knowledge and advice.

Our Well-Made Essentials buying guides help you build a timeless and adaptable wardrobe of carefully crafted items that're made to last. Start your hunt here!

Thomas founded Denimhunters in 2011 and built it into a voice for the denim industry and community. Today, he helps companies grow and gain market shares using his STORY/SELLING BLUEPRINT.

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How History Has Shaped Our Jeans (Part 1)

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This article is part 1 of my brief overview of the history of jeans. It includes suggestions for when to use your history knowledge in sales situations.

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The new jeans trend that’s comfortable as well as stylish-poppy

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The new jeans trend that’s comfortable as well as stylish-poppy

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After more than a decade of ultra-tight denim, the time has come to embrace a more generous cut

It must be one of the greatest mass fashion delusions of recent decades: the belief among regular women that we too could achieve 'model-off-duty' style via the simple adoption of skinny jeans. What other explanation could there be for the style's long dominance? From the mid-Noughties through most of the 2010s, we relied on the ultra-tight jeans as a wardrobe staple. No style seemed easier or more versatile. They worked with ankle boots when we wanted to feel like Kate Moss and knee-high boots when we wanted to feel like Kate Middleton. Sure, we dabbled in flares, boyfriends and 90s-Diana style straight-legs, but honestly? Most of us couldn't leave our skinnies on the shelf for long.

Then came Matthieu Blazy's sophomore Bottega Veneta catwalk show last September. And there was Moss, walking the runway in what appeared to be a faded plaid shirt, white vest and wide-leg jeans. By the time fashion-watchers realised that the simple-looking shirt and 'jeans' were printed leather pieces that would retail for nearly £5,000 apiece, Moss's look was already one of the most-shared images from show season (and subsequently, the pin-up for countless copies).

It took the poster woman for skinny jeans to swing the trend-ulum the other way, but a year on, the fashion world has received the message. At fashion weeks from New York to Paris, the theme when it came to denim was simple: so long, skinnies; nice to know you, straight-legs... it's time to go wide.

At Loewe, jeans puddled around the ankle. At Valentino, a top of delicate white leather flowers showed the ethereal side of dark denim. Jeans couldn't come much wider than they did at Balenciaga, though the mega styles at Gucci, Sacai and Stella McCartney tried. Even Emilia Wickstead, doyenne of the ladylike dress, endorsed the look, showing a pair inspired by 1930s palazzo trousers. "I love the ease and modernity of wearing wide-leg denim," she says, noting that hers are "cut loosely, yet deceptively tailored to flatter the body."

The trend has also spread to the high street. Wide-leg jeans are the most popular denim style at Marks & Spencer this season; sales of its bestselling style are up 20 percent over last year, and a cargo style was an instant sellout. At Anthropologie, wide-leg jeans represent 60 percent of all jeans sales, up from 45 percent in 2022. Hush's best-selling jean used to be a straight-leg design, but that started to shift to wide from January 2023. Today, sales of the brand's wide-leg Lya jean outperform sales of skinnies 100 times over.

"They're a huge hit," says Hush chief creative officer Melissa Dick, praising the style's versatility - they can be worn in a relaxed way, or styled for the office with a blazer and pointy heels. "They're also unbelievably comfortable. Trust me, I can't take them off."

"After years of skinny, then straight-leg denim, it makes sense we collectively feel ready for a change," she adds. "Looser silhouettes and wide-leg denim feels right."

I can't think of any woman who wants to look wider, so what's happening here? A friend tells me she surprised herself by falling for Citizen of Humanity's Horseshoe jean, a style with a curved, wide leg that tapers to a cropped, frayed hem. "It's all about proportions," she says. "A wider leg with a high waist really works with my shape."

"We can barely keep them in stock, the demand has been so high," says Marianne McDonald, Citizen's creative director. Along with the Horseshoe, the LA-based denim brand's Ayla and Loli are the styles to know. McDonald has a good idea why. "Wide legs have the ability to simultaneously look laid back and ultra sophisticated. I think the public has really responded to this type of versatility. It feels cool to wear something that references vintage but feels really modern."

That, and "the ease in styling is part of the appeal." Today she's wearing her Aylas on a location shoot, sized down and uncuffed with Adidas Sambas. "They give just the right amount of crunch at the ankle with a sneaker or low heel." With a slingback and a crisp shirt, they can be "effortless and sexy at the same time." Chunky loafers, classic trainers or Birkenstock Boston clogs are all good ways to go until we get into boot season.

Beyond shoes, the other consideration is balance. Look at runway styling and e-commerce imagery, and you'll notice that most pair exaggerated jeans with a close-fitting top. Tuck in a vest to create waist definition and keep proportions neat with a cropped jacket. Try a pair of wide-leg Raey jeans with a waistcoat, nothing underneath. Or embrace the oversized look with a roomy blazer.

But if you just can't shake your love for skinny jeans, take heart: their demise may have been exaggerated. At Celine's autumn-winter '23 show, Hedi Slimane (the progenitor of skinny jeans during his time at Dior Homme in the early 2000s) showed dark-wash skinnies tucked into tall, high-heel boots. Very 'Kate Moss at the Groucho Club circa 2011'.

"If you still really feel like you can't give up your skinny jeans, just keep wearing them, and the world will catch up with you," Hush CCO Melissa Dick says. "After all, fashion is cyclical."

Try these...

Jigsaw Balfour jeans
Will you embrace wide leg jeans? Let us know in the comments

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The new jeans trend that's comfortable as well as stylish

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After more than a decade of ultra-tight denim, the time has come to embrace a more generous cut

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how long will the denim's new trend cycle last-poppy

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how long will the denim's new trend cycle last-poppy

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Denim Bubble: How Long Will Denim’s New Trend Cycle Last?

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Designers are enjoying consumers’ willingness to try new fits, but how long can the good times roll?

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jeans of the future:one size fits all-poppy

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jeans of the future:one size fits all-poppy

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Highly advanced technology, constantly evolving R&D and new production models-also heightened by the pandemic that forced brands to sell more via e-commerce-have helped reduce the number of jeanswear items produced. Fiber and fabric manufacturers have introduced new textiles and, as a result, new sizing systems help brands offer products that fit different body types and sizes at the same time, guarantee comfort and help to prevent huge quantities of unsold items to be sent to landfill.

Time to avoid waste
According to studies by Soorty, a Pakistani vertically integrated denim company, each year the fashion industry produces around 150 billion garments out of which 30% is never sold and 84% ends up in landfills. The company also discovered that apparel e-commerce is currently worth $360 billion, though an average 40% of clothing sold online is returned due to incorrect fit and size. Therefore, a $144 billion problem adds up in terms of unsold products.

To reduce this, Soorty, has launched its new Re-Sync denim. This new jeans' selection is characterized by a one-size-fits-all technology aimed to support size inclusivity while avoiding an overproduction of waste from the fashion industry. These adaptive jeans provide ultimate support to the wearer, sculpting the body with a 360° stretch comfort and enable the garments to perform well two sizes up or down.

Calik Denim, a Turkish denim manufacturer, believes that brands need to find solutions to avoid filling their warehouses with amounts of wrongly sized products and returned goods. "E-commerce has been gaining ground recently," Calik explains. "Restrictions, store closures and health concerns gave a boost to sales through online channels. In s/s 2020, we launched our Selfsized family of fabrics for the purpose of size simplification by offering high-elasticity fabrics, minimizing the possibility of buying wrong size jeans when shopping online and offer soft and comfortable jeans."
Enhancing body positivity
According to the US jeans brand Good American, the average woman changes sizes 31 times in adulthood, and can shift weight by five pounds (about 2.26 kilos) in as little as a week. With these aims in mind Good American and Calik started a partnership and launched Always Fits Good American, a denim selection to address women's fluctuating sizes as each pair can cover a range of three to four sizes made with Calik Denim's Selfsized fabrics. Always Fits also comes in five size categories ranging from 00 to 32+ with 100% stretchability. Offering jeans that fit a variety of different sizes can help avoiding body shaming and encourage body positivity.

Forget traditional sizes
Bossa, a Turkish denim manufacturer, has also started offering Xupple Stretch, a new fabric concept meant to provide a responsive stretch technology with high elasticity aimed to meet different consumers' needs. "A lot of body image stereotypes are being broken through the fashion evolution in these days and traditional clothing sizes may appear as a mental block to the eyes of consumers," says the company.

Plunkett Research, as reported by Soorty, has estimated that 68% of women in US wear sizes 14 and above, and they seem to have had enough of not getting their fashion needs met while shopping. Despite this, the size-inclusive market is worth US$165.2 billion and offering correctly fitting jeans and could help satisfy this consumer group while doing away with body shaming, promoting more inclusive fashion and avoiding that huge amounts of wrong size pieces are thrown away.

Brands are starting to be keener about offering jeans that can adapt themselves to different body types and make women feel more confident. US brand Frame, for instance, has launched the concept Le One. "We're constantly looking for ways to exceed the expectations of the Frame woman and outdo ourselves. And Le One is one of the ways we've set out to accomplish this," says Erik Torstensson, the brand's co-founder and creative director. "With Le One, a single pair of jeans has the flexibility to fit up to six sizes, and comes in two different size ranges. Le One's adaptable stretch fabric allows the pairs to evolve with you and become a timeless wardrobe essentials for years to come, all while making women feel comfortable and confident," he adds, explaining that Frame Le One offers two size only, each one fitting up to six sizes-size one fits sizes 23-28 and size two fits sizes 29-34.

"Body Positivity" is also the buzzword underlying Gerry Weber's jeans concept "Onesize4all." The German fashion brand has started offering its jeans' selection since f/w 2021, available all year long, at €89.99.
"The body shapes the jeans, not the jeans the body," says the brand underlining the importance of each consumer's own personality and body type. This special selection is available in two sizes, covering clothing sizes 36 to 40 and 42 to 48 and meant to fit everybody's shape and ensure greater wellbeing for the woman who wears them.

Key characteristics are a special cut, a highly elastic superstretch denim whose weaving technique has a particularly high recovery, and makes the jeans a high-quality garment destined to be worn for a long time. This way, the search for the perfect-fitting jeans, often associated with many fittings, is eliminated," Gerry Weber says.

No style limitations
Despite the high functionality of these jeans their authenticity and versatility is not damaged. Calik's Selfsized fabric concept promises a limitless comfort without compromising jeans' authentic denim look. It is available in different weights; therefore it is perfect for every time of the year. Moreover, they can be washed as often as the consumer desires. Besides clean look denim, it also offers fabrics with salt and pepper appearances. Skinny jeans and slim fits are the most appropriate styles for these fabrics, but garments with wide leg or flare jeans can be made as well.

Good American's Always Fits denim selection, for instance, offers skinny fit, and high-waisted jeans available in many washes and completed with stylish distressed details. Generally, these fabrics can be used for womenswear, menswear and kidswear and, as Gerry Weber does, they are available in a wide selection of hues including black-black, dark blue and middle blue.

Comfort, an extra plus
Soorty has developed a very comfortable stretch in partnership with Lycra as its fabrics give the body a comfort space that holds and sculpts but does not compress. Their stretch level can be 60-70% for daily activities, with almost no pressure, and it can reach 100% stretch level with a power that does not make it feel like wearing a corset. While it takes one's body shape, after 20-30 minutes after it's off it goes back to its original silhouette.

The Lycra Company has recently presented a series of fabrics for it Lycra Freef!t Technology platform. "Our patented technology utilizes both Lycra fiber and Lycra T400 fiber within one yarn. Through yarn and fabric construction, the denim has a slightly more open structure than typical denim," explains Ebru Ozaydin, strategic marketing director of denim and ready-to wear. "This technology provides optimum retractive force, resulting in high stretch, recovery and fit forgiveness in the fabric. Simultaneously, these fabrics have outstanding recovery performance to keep the garment in good shape retention. Due to the fabric low elastic modulus, the resulting garment compression and restrain force is low when there is a change in the body size change. So, one size garment can fit more body sizes and fabrics have wider design window to fit different body shapes and sizes," she adds.

More flexible solutions
Among brands using fabrics that allow some slight size flexibility is Replay with its Hyperflex jeans. They are made with denim by Isko and can adapt themselves to different body types like taller and thin, or smaller and curvy, plus leave comfort in case of small weight changes for about half size less or more. Along with it Replay is working on a new genderless concept that will be characterized by a greater flexibility in terms of fit.
Among other projects meant to meet specific consumer's body requests is Weekday's new design concept Body Scan Jeans. Thanks to a 3D body scanning and an algorithm technology, the Swedish jeans brand's system can design and produce jeans that guarantee a body-hugging fit, as patterns and measurements are based on an individual body scans performed in store. To start, the Body Scan Jeans concept will be available at the Weekday store in Stockholm. In less than one minute, a consumer's body is scanned, and he or she can customize fit, waist, leg, length, wash and thread color on an individual avatar to get an accurate picture of the final outcome. The new jeans will be ready in about two or three weeks.

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The Trends: Jeans of the future: One size fits all

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Today's "perfect" jeans fit more sizes, prevent body shaming, avoid being unsold and going to the landfill.

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Material Guide: How Ethical and Sustainable Is Denim? - MICHAL

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Material Guide: How Ethical and Sustainable Is Denim? - MICHAL

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Our editors curate highly rated brands that are first assessed by our rigorous ratings system. Buying through our links may earn us a commission-supporting the work we do. Denim is one of the most popular fabrics worldwide, traditionally cotton-based and used in everything from the ubiquitous jeans to stylish jackets and accessories. Unfortunately denim isn't sustainable by default-but there are better ways to make it, and better brands responsibly incorporating it. Let's take a look. Learn more.
The denim blues

From the catwalk to the countryside, ranging in price from $10 to over $500, from pants to skirts to jackets, denim is as versatile as it is hardy and trendy. Traditionally made from cotton, non-stretchable, and designed to be heavy duty owing to its workwear heritage, jeans have a rugged history. But with over 2 billion pairs produced worldwide each year, just how ethical and sustainable is our beloved blue fabric in the modern day? We've traced its journey from the field to your favourite pair of high-waisted shorts to find out, and curated a list of brands doing it better.

How denim is made

Conventionally, denim is made from twill weave cotton fabric. Cotton fibres are harvested and spun into yarn, then the yarns are dyed. Jeans are often indigo-dyed, making them the classic blue colour for denim. Cotton denim is then woven either on a shuttle loom or a projectile loom, creating a sturdier or more delicate result respectively.

While the original jean was made from 100% cotton, these days "stretch denim" is increasingly popular. Stretch denim incorporates a percentage of elastane and stretch polyesters like spandex, more suitable for the flexibility desired in skinny jeans, for example. While this addition may be comfier for certain styles, changing the fibre composition in such a way impacts the sustainability and recyclability of the final product.

A move towards better materials

Some more responsible brands are opting for comfort being imparted through the use of soft fibres such as TENCEL™ Lyocell and TENCEL™ Modal (man-made cellulosic fibres). There is also a move towards more sustainable materials in the industry in general-BCI cotton, organic cotton, recycled cotton, recycled polyester, man-made cellulosic fibres, recycled elastane, and hemp are good examples. However, it's worth noting the move towards organic cotton is not straightforward as there is not yet enough organic cotton available globally to meet demand.

The impact of a pair of jeans

To keep it simple, let's look at the impact of a conventional cotton pair of jeans on the environment and workers.

Water

A study by Levi Strauss & Co found that producing one pair of Levi jeans requires a staggering 3781 litres of water, a number that varies across the industry. Over 10% of the world's population is currently deprived of access to clean water, a staggering statistic that puts an alarming perspective on our thirsty denim purchases. Unfortunately, it tends to be the driest countries that shoulder the burden of creating the water-intensive goods that we crave. Pakistan, for example, has a large cotton industry but has been in the midst of a water crisis for years.

Today, there is a strong focus on water usage for denim brands. Several have started using tools such as Higg Facility Environment Module or Jeaonologia's EIM to record water consumption and measure environmental impact in the supply chain.

Chemicals

Water consumption isn't the only ethical concern with denim. While cotton only takes up 2.5% of agricultural land, it accounts for large quantities of insecticides. These can be highly toxic and create a hazardous working environment for cotton farmers. Between 1 and 3% of agricultural workers worldwide suffer from acute pesticide poisoning with at least 1 million requiring hospitalisation each year. Furthermore, the harsh chemicals can pollute nearby soil and water systems, threatening food supplies and creating health risks.

Dyes

In addition to the pesticides used in cotton production, harmful chemicals may also be used extensively in denim's dyeing process. Azo dyes, for example, can sometimes release carcinogenic amines. Such chemicals can be harmful to the environment and a risk to worker health and safety.

"Even traditional indigo dyeing is typically water intensive, and requires various chemistries to 'reduce' the indigo dye, thereby ensuring it will fix to the yarn," according to our resident materials expert and ratings analyst, Kate Hobson.

Hobson tells us some moves are being made towards less water intensive dyeing processes, such as foam dyeing (as used by Wrangler). It is also possible to use "spun dyed" cellulosic or synthetic yarns (where colour is added before the fibre is spun, thereby eliminating the need for garment dyeing). Lenzing, the company behind TENCEL™ Lyocell and Modal fibres, offers examples of this.

Look for brands that use certified eco-friendly or natural dyes to avoid funding these toxic processes.

Sandblasting

Ever wondered how your favourite pair of "distressed" jeans got to look so weathered? It's not because they were hung out for months and exposed to the elements before they hit the shelves. The look is achieved through a controversial technique called sandblasting. As the name suggests, jeans are literally blasted with sand to soften the fabric and wear them down. The process poses significant health risks to workers as the fine dust particles can lodge themselves in people's lungs. There are other ways to create the distressed look such as stone-washing, sandpapering, brushing, or using lasers. While more costly than sandblasting, these methods achieve similar results.

A significant problem is that many companies don't have as much control over or knowledge of their supply chain as they should. In March 2015, for example, an undercover Al Jazeera investigation discovered Chinese workers sandblasting jeans for popular labels including Hollister and American Eagle, apparently unbeknown to the brands.

Labour

From its roots in the slave trade to current issues with child and forced labour in Uzbekistan and India, exploitation is woven into the history of cotton production. As we've seen above, many steps in the denim manufacturing process pose significant risks to workers' safety. There are also issues in countries such as West and Central Africa and Brazil where farmers are unable to compete with the cost of US-subsidised cotton.

The verdict?

Denim production can have serious social and environmental consequences. However, this is not the way it has to be. There are denim brands, both big and small, that are committed to people and the planet. If you're on the market for denim, here are some of the best ways to reduce the footprint of your purchase:

look for jeans made from better materials like recycled or organic cotton or hemp

opt for high-quality jeans designed for longevity in both durability and style that you will wear for years to come

shop sturdy second hand or pre-loved jeans to extend their life

for the best chance of recyclability at end of life, go for jeans made from 98% cellulosic fibres such as cotton, hemp, viscose, lyocell, modal, or linen

You can discover responsible denim brands in our directory, or simply read on to see some of our favourites.

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Material Guide: How Ethical and Sustainable Is Denim? - Good On You

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How sustainable is denim? We've traced its journey from the humble cotton seed to your favourite pair of high-waisted shorts to find out.

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As one of the most versatile and hardy fabrics used in fashion, denim is a wardrobe staple for people around the world and its popularity is only growing. With more than 4.5 billion pairs of jeans sold worldwide in 2018 and a predicted rise in sales of 3.9% by 2027, it's past time to examine the sustainability and ethics of our denim industry and find ways to mitigate the effects.

Denim is a cotton fabric, given its iconic colouring by indigo-dyed warp (vertical) threads alongside white weft (horizontal) threads. This patterning is why jeans are often white on the inside and blue on the outside, giving us the classic blue denim look. While denim has traditionally been worn by workers, owing to the hardiness of the material, it has far outgrown its utility, becoming one of the most popular fashion fabrics in the world. Innovations in denim production to manufacture different colours, compositions, and styles has ensured the exponential growth of denim's popularity, making it a go-to staple for the fashion industry and consumers alike. But the global demand for denim hides the negative impacts of the industry, all of which are slated to grow alongside the material's popularity.

Even before exploring the environmental impact of denim production, the ethics of the industry's work practices can be called into question, particularly in majority countries like China, India, and Pakistan, where most denim production takes place. Throughout the process, workers face hazards that can cause immense harm to them, such as breathing in dust and fibres while spinning cotton and experiencing hearing loss due to the noise pollution of machinery. In a 2011 study on employees of the spinning and weaving industry in Ichalkaranji, India, over three quarters of workers across the two areas were at risk of or affected by hearing loss due to their work.

Women in the denim supply chain - that is, approximately 80% of all garment workers - experience added layers of exploitation, with sexual harassment and assault unfortunately all too common. In Lesotho, a small, enclaved country encircled by South Africa, denim is a major contributor to the economy, with the garment industry making up around 20% of the country's GDP. Lesotho's denim factories made international headlines in 2019 when the Workers' Rights Consortium (WRC) released a report about the rampant sexual violence perpetrated by supervisors against female workers. With women forced to choose between rape and destitution, harassment and assault became a prerequisite for employment: pay roll worker Thebelang Mohapi was sacked when she refused to have sex with her supervisor.

I feel angry every day that I was punished and this man is still there, taking home a salary. Nobody cares what is happening to us women there.

- THEBELANG MOHAPI, A WORKER IN A LESOTHO DENIM FACTORY.

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Mohapi's husband also worked at the denim factory, artificially distressing jeans by rubbing holds in the knees of new pairs, but he fell ill from inhaling denim fibres, which forced him to quit. Unsafe conditions in this denim factory pushed this family ever closer to poverty and poor health, but this is not the only factory treating their workers poorly: two other Lesotho factories owned by the same company faced similar outcry, while industry insiders claim that most factories across the globe aren't any better than those in Lesotho. Even the few garment factories remaining in Australia are rife with exploitation, from underpaying employees to workplace safety risks.

While the exploitation of employees isn't unique to the denim industry, it leads the pack with its environmental impacts, especially regarding water usage. Between growing and processing the cotton, washing the product, and dying it, the production of a single pair of jeans consumes approximately 11,000 litres of water. Times that by around three and a half billion pairs produced annually, and you can see the sheer magnitude of the denim industry's water footprint. And it's not just using water that's the problem - denim production can also heavily pollute local waterways, with all manner of chemicals required for dying, softening, and fading the material ending up in rivers. This type of industrial waste takes place all over the world, and with 1 in 10 people living without clean water close to home, the waste and pollution of waterways only worsens global health and poverty outcomes.

The ethics and sustainability of the denim industry interact in a cycle. workers in the industry are exploited, endangered, and made ill through their workplaces - factories whose practices decimate and contaminate the environment around them. These local employees must then find a way to live within these damaged environments, trying to survive without clean water (or any water at all). The difficulties of living in such conditions means that people are desperate for work, unable to fight back against exploitative work practices and completing the loop.

Ultimately, there's a lot of work to be done in reducing the impact of the denim industry, but consumers aren't powerless in creating change. Your choice is important: buying fast fashion supports these poor practices, while buying from sustainable and ethical brands mitigates the industry's overall impact. Stay tuned for the second part of this feature on the denim industry, where we'll delve into the best denim brands and tell you why and how you should support them!

If you want to learn more about ethical fashion, have a look at our feature about Good On You, an app that rates fashion brands based on ethics and sustainability.

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How Ethical is Your Denim? - Part One: The Denim Industry - CASPER MAGAZINE

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How many of us consider the environmental impact of our favourite denim outfits?

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Critical Review on Sustainability in Denim: A Step toward Sustainable Production and Consumption of Denim - MICHAL

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Critical Review on Sustainability in Denim: A Step toward Sustainable Production and Consumption of Denim - MICHAL

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Is Denim Eco-Friendly? (And Is It Bad For Environment) - MICHAL

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Is Denim Eco-Friendly? (And Is It Bad For Environment) - MICHAL

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Is Denim Eco-Friendly? (And Is It Bad For Environment) - Conserve Energy Future

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Well, yes and no! The real answer depends on several factors which include how and what they are made up of, usage of water, durability etc. Denim does have a huge environmental impact as they lead to pollution of local waterways from the dyes used to produce jeans. Also, the cotton crop that is use…

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Denim has a rich history in the United States. In addition to defining the iconically American blue jeans and other apparel, this fabric has been used as a tent canvas, in upholstery, and in accessories. Even the sails of Columbus's ships were made of denim.

Made from cotton or cotton blends, this fabric is created via a distinct the weaving method, which contributes to its durability and long-lasting quality. Denim's uniquely dyed threads and particular way of fading are among its defining characteristics - but whether denim can be classified as a sustainable fabric is a little less obvious.

History of Denim

Stories of denim in America often begin with Levi Strauss, the founder of the first company to manufacture denim jeans. However, denim and its precursors had been around for much longer than that.

It is believed that denim fabric originated in France. The word denim is a colloquialism for serge de Nimes, the name of the sturdy fabric. This original fabric was very similar to the Italian fabric jean fustian; both were cotton twill weaves. The only difference was that denim was made with one colored thread and one white thread, whereas jean was made with two threads of the same color. How and why the fabric denim came to be called "jeans" is unknown since, originally, these were two different fabrics.

However, the fabric Levi Strauss sold during the Gold Rush in the mid 1800s was created by the Amoskeag Manufacturing Company in Manchester, New Hampshire. This fabric had been sold to Jacob Davis, a tailor. Attempting to meet the needs of a customer wanting more durable work pants for her husband, Davis added rivets to the most vulnerable points. With the addition of a second decorative stitch to his pants, he was able to create a unique brand. It was the patent of the rivets design in 1873 that created what we know today as jeans.

Denim and Slavery

Denim is the product of two cash crops that relied heavily on slavery. While much of the world is familiar with the connection of American slavery and cotton, not many know that indigo was an even more popular and greatly coveted commodity. It was also used as a currency for trading enslaved people. Without the knowledge and skills of enslaved Africans, the indigo crop would not have flourished as greatly as it did.

Yet, the inequities of denim don't end there. Because the fabric was so sturdy, it was often worn by laborers, field workers, and enslaved people - a part of denim's story that is often glossed over.

The Rise of Denim in American Culture

While Strauss and Davis are touted for creating the modern denim jean, they were mostly worn as work wear. It wasn't until denim pants hit the big screen via Hollywood that they started to be looked at as fashion. Even then, it took movies featuring James Dean and Marlon Brando to push the denim look into the limelight.

After its cinematic debut, denim became a symbol of rebellion to teens - to such an extent that jeans were actually banned in schools for possibly encouraging boys to evade rules and undermine authority.

In the 1960s, though, the clout really increased. Activists wore denim clothing as part of protests, with the objective of bringing attention to the plight of Black communities and show that not much had changed since the end of slavery. With the splashing of Civil Rights protests across the front pages of newspapers, many students on college campuses began wearing denim as a message of solidarity. At this time in history, denim was front and center in the lives of the American people and would stay that way.

How Is Denim Made?

Denim is a specific type of cotton twill, which is defined by a particular weaving method with closely packed fibers that results in a diagonal pattern. This allows for a more durable fabric. The characteristic look of denim comes from the two-toned weaving process; this involves using dyed thread in the warp (lengthwise) thread and natural or white yarn in the weft (horizontal) position.

Since indigo dye only coats the thread and does not penetrate it, denim has a distinctive fading quality. This unique property is used to create various finishes. Methods such as enzyme washes, sandblasting, or bleaching soften the material and create the appearance of worn fabric. Denim that is not manipulated in this manner is considered raw denim.

Environmental Impact

It is well known in the sustainable fashion community that cotton is a water-intensive crop and one of the leading users of pesticides. The 700 gallons of water it takes to produce a T-shirt is often referenced when discussing the water-waste in manufacturing clothing. What is not often talked about is the 2,900 gallons it takes to produce a pair of jeans.

The massive amount of water needed to manufacture denim makes it one of the most environmentally taxing fabrics. Natural indigo dye has its benefits but it is also an expensive and labor intensive crop. Farming it to meet current denim demands would be devastating to the environment. However, synthetic dyes aren't much better. While the chemical properties are nearly identical, synthetic indigo requires the use of toxic chemicals such as formaldehyde.

Yet, the biggest culprit in denim's unsustainability is the quantity produced each year. In 2018, more than 4.5 billion pairs of jeans were sold worldwide. (For reference, there was about 7.6 billion people in the entire world in 2018.) Denim is a $93.4 billion industry and, because of the rise in casual wear, it is unfortunately still a growing market.

Denim is not only harmful to the environment; it is also problematic for workers. Since its origin, the production of denim was heavy in exploitation, and even today, each step in production - from the harvesting of cotton to the finishing of jeans - is ripe with hazardous conditions and the ill-treatment of laborers.

Can Denim Be Sustainable?

Many entities are hard at work creating solutions for a more sustainable denim fabric. Recently, Levi's began using hemp blended with cotton to decrease the carbon footprint of its jeans. Countries like Bangladesh and China have been focused on innovative machinery and circularity. One denim manufacturer in Bangladesh, Shasha, has produced nearly 1.5 million yards of denim from post-consumer waste. Mexico has moved to cleaner methods of finishing denim jeans.

Finishing Methods

The finishing of jeans can be one of the most dangerous segments for workers. It is often labor intensive, with many of the processes posing health hazards. For example, sandblasting, a method of creating a worn look, often causes silicosis, an incurable disease that affects approximately 2.3 million workers in the United Stated. Plenty of research has been done to find cleaner and safer alternatives. Laser, ozone, and water jets are a few of these methods.

Laser technology is one of the more expensive methods, but it has been used for awhile in other instances regarding fashion. The CO 2 laser has been used as a substitute for sandblasting and hand sanding. The benefits of using laser technology is its precision, previously only achieved with careful hand work. It is also a dry method, which means no water is wasted during the process.

The use of ozone is more environmentally friendly than typical methods of fading jeans. Ozone acts as a bleaching agent, but it is also a sterilizer. This can be done by putting ozone in water or using gas. While not as precise as laser technology, it allows the fabric to keep its integrity and is simple. If water is used, the water can easily be deozonized and reused.

As its name implies, water jet technology is the most intensive method. However, with a water recycling system, there doesn't have to be much waste. The most advantageous reason for using this process is that it is completely chemical free.

Repurposing

It appears that denim is headed towards a more sustainable future. Various brands are trying their hand at manufacturing sustainable denim. While none are perfect, each brand chooses specific items on which to focus - such as factories that manufacture denim using less water, or producers that are versed in the latest and most sustainable finishing methods. Most are incorporating fair labor practices into their missions, as well.

However, the denim industry is still rapidly growing, and to really improve overall sustainability, the enormous amount of denim produced each year must decline.

Frequently Asked Questions

Is denim stronger than cotton?

Denim is, in fact, made from cotton but is so tightly woven that it's typically denser and structurally stronger than your average cotton tee.

Denim is hard and stiff mostly because it's made by tightly weaving cotton fibers. Those fibers constrict when heated, which is why jeans are always stiffest right out of the dryer. Certain washing treatments that give denim a worn look will also help to soften it, but raw denim is characteristically stiff.

Is recycled denim sustainable?

Considering virgin denim is one of the least sustainable fabrics on the market, recycled denim is much better for the environment. Using post-industrial denim fabric eliminates the water-intensive process of growing cotton and keeps scraps out of landfills. However, recycled denim still relies on virgin denim for continued production, which isn't exactly sustainable.

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Is Denim a Sustainable Fabric? History and Impact

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Uncover the origin of denim, its rise in American culture, and whether or not this popular fabric is produced in a sustainable way.

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The Importance of sustainability in denim - MICHAL

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The Importance of sustainability in denim - MICHAL

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Growing concern over the environmental and health impacts of textiles in general and denim, in particular, are putting pressure on companies to employ more sustainable production methods.

Every closet has at least one item of denim - whether it be blue jeans, a denim jacket, or vintage overalls that our grandparents used to wear. First used in the 19th century in the form of heavy work jeans, it has since become a wardrobe staple. From 200 pairs of jeans being sold, the number produced every year has risen to 6 billion. And at the rate the fashion industry is going, we're on track to make billions more. But just how sustainable is denim production?

Blue is not so green

The fabric used to make denim clothing is cotton or some type of cotton blend. It is first harvested, separated into fibers, then put into bales. To make a pair of jeans, our denim fabric construction guide here on Textile School explains that the material undergoes a weaving process to make yarn, which is then dyed into indigo or other colors depending on the design.

The production of denim also involves several chemical washes to make them softer or more wearable and to eliminate shrinkage. Manufacturers can then put the clothing through different processes to produce specific styles, like distressed or faded jeans.

This production cycle of denim, from harvesting the raw material to packaging the final product, makes use of vast amounts of water. In fact, The Fashion Law's rundown of water consumption in denim production shows that it takes 1,800 gallons of water just to grow the cotton that goes into a single pair of jeans. Moreover, 1.3 trillion gallons of water are used annually to dye fabric, including denim. This doesn't even entail the water required to wash and produce special effects in a trendy pair of denim pants.

Aside from the enormous consumption of water, denim production is also a known culprit in water pollution. About 70% of Asia's rivers and lakes are contaminated by garment manufacturing, of which denim is a major contributor. The production cycle involves heavy use of chemicals that produce run-offs and end up in bodies of water. These chemicals, which include lead and mercury, are also toxic to workers and communities where factories are set up. These are all issues that the textile industry is currently facing, as explored by our Textiles: Environmental Issues and Sustainability report.

Sustainable production of denim

Growing concern over the environmental and health impacts of textiles in general and denim, in particular, are putting pressure on companies to employ more sustainable production methods. One example of these environmentally responsible practices is using a micro-irrigation system that can save water usage in the early part of denim's life cycle.

Textile manufacturers can also switch to organic pesticides to minimize the chemical exposure of workers and reduce toxic waste drained into bodies of water. As for achieving the classic denim look, C&EN reports that digital printing has become available, which can serve as a more sustainable alternative to dyeing and similar techniques. It can help solve the environmental impacts of dyeing fabric, such as producing toxic waste and human exposure to harmful chemicals.

But consumers also have a role in making denim more sustainable. Textile manufacturers can actively encourage their clients to opt for more eco-conscious fabrics from the multitude of brands that have started popping up. They can also promote ways to repurpose unused clothing, and Pretty Me's guide to denim upcycling proves that there are many creative ways to do this. Old blue jeans can be turned into floor cushions, patchwork rugs or quilts, stylish purses, and even stuffed toys for children to enjoy.

The bottom line is that we all play a part in bringing sustainability to denim as it is traditionally harmful to the environment. Whether it's finding creative uses for our old pair of work jeans or supporting sustainably made denim products, our individual choices will hopefully compel textile manufacturers to turn to more sustainable practices for the sake of our planet's future.

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The Importance of Sustainability in Denim - Textile School

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Growing concern over the environmental and health impacts of textiles in general and denim, in particular, are putting pressure on companies to employ more sustainable production methods.

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Are my denim jeans bad for the environment - MICHAL

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Are my denim jeans bad for the environment - MICHAL

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Are My Denim Jeans Bad for the Environment?

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Environmental reporter Tatiana Schlossberg, author of “Inconspicuous Consumption,” says the American staple needs a 21st-century overhaul for the sake of our water, climate, and health.…

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How jeans became one of the most polluting garments in the world - MICHAL

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How jeans became one of the most polluting garments in the world - MICHAL

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You probably own a pair of jeans. Or several. And some, if not all, came distressed in some way.

This "authentic" look - a symbol of the working class - is part of what has made jeans so popular. But that look is artificially produced. And our need to have so many pairs of distressed jeans has, by several accounts, created an environmental crisis.

"Where [jeans] really have a huge, negative impact on the environment is in terms of their water usage and then their water pollution," said sustainable fashion journalist Alden Wicker.

Wicker says the genetically modified cotton used largely in fast fashion jeans production is an extremely water-thirsty crop. Making denim softer and lighter in colour also requires large amounts of water. Add to this, the dyeing of cotton fibres, which involves chemicals - some toxic - that are sometimes dumped into waterways in developing countries.

Distressing jeans also endangers workers.

"They're inhaling these fumes, it's coming into their skin because they're touching these toxic dyes all the time and then the dyes are being washed off of the floor and into drains," Wicker said.

The process of sandblasting to produce that worn-in look can also lead to silicosis in the lungs.

Filling landfills is the other problem with jeans, especially the stretchy kind. The synthetic fibres mean the jeans do not decompose and can't be recycled. All of this adds up to massive environmental and social impacts.

Perhaps if the sheer number of jeans wasn't so high, it wouldn't be such a problem. By some estimates, there are millions, if not, just over one billion pairs of jeans produced every year. And it's said about half of the world's population is wearing jeans every day.

"Jeans are so ubiquitous. You can find them in any country," said Emma McClendon, associate curator of costume at the Museum at New York's Fashion Institute of Technology.

"And you can find them in the wardrobe of any person, no matter their gender identity, their race, their age, their size."

How jeans took over our wardrobes

How did we get to this point?

Jeans began as true workwear in the late 19th century. Worn as overalls, they were heavy, durable outerwear for miners, railway workers, and other labourers. They started to move away from function into symbol thanks to Hollywood westerns in the 1920s and 1930s. (Actual cowboys rarely, if ever, wore jeans).

After the Second World War, jeans became a symbol of rebellion, as associated with biker gangs and, again, their Hollywood portrayal. In the 1950s and 1960s, the civil rights and counterculture movements used jeans as symbols of the poor and working classes.

But through this evolution, however, denim was sold "raw," with little washing or distressing. That changed in the 1970s through to the 1990s with the introduction of various types of pre-washing and the addition of synthetic fibres. People were no longer willing to put in the work to turn these stiff and uncomfortable trousers into a personal symbol of their working class status.

So what can we do, if we don't want to be part of the problem with jeans?

Since it's hard to tell greenwashing - companies appearing to be more environmentally friendly than reality - from ethical, like using less water or sustainable cotton, the best thing you can do is to buy less, but buy better. Do your research to find jeans that are as "raw" as possible and age them yourself.

Documentary host Pedro Mendes does this by buying his jeans from Toronto custom maker Ben Viapiana.

Reality check

But a bit of a reality check. There are still chemicals and water involved, no matter how "natural" you go. Plus, the first few wears will be uncomfortable, as unwashed and untreated denim is very stiff. But over a bit of time, and some washing, they will soften and shape to you. This way, they will also develop a truly authentic patina, a look of age, based on how you wear the jeans. And you should wear the jeans for as long as possible.

"Jeans freak" Ruedi Karrer​​​​​​ is trying to make a case for raw denim. He runs the Jeans Museum in Switzerland where he collects jeans that show "denim evolution" - the natural fading and aging of raw denim through actual wear, not artificial distressing.

"For me, jeans are very attractive. And every denim evolution, every fading, is a little bit different," he said.

He currently has over 8,000 pairs of jeans, sent in from fans around the world.

Karrer hopes to inspire, especially young people, to forgo fast fashion and invest in their jeans. Instead of purchasing authenticity, they can make it themselves.
Guests in this episode:
Alden Wicker is a freelance journalist with a focus on sustainable fashion.

Emma McClendon is the associate curator of costume at the Museum in New York's Fashion Institute of Technology.She's also the author of Denim: Fashion's Frontier (Yale Press, 2016).

G. Bruce Boyer is a menswear writer, historian and journalist. His podcast Unbuttoned is hosted and produced by freelance journalist Pedro Mendes.

Ben Viapiana creates custom denim in Toronto.

Ruedi Karrer is the founder of the Jeans Museum in Switzerland. He also works as a geographer for the government of Zurich.

* This episode was produced by Pedro Mendes.

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How jeans became one of the most polluting garments in the world | CBC Radio

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Blue jeans evolved from being the uniform of cowboys to a symbol of rebellion, and are now the most popular - and possibly the most polluting - garment in the world. Fashion expert Pedro Mendes explores the 150-year history of jeans and the 'authenticity' they are supposed to represent.

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27 Jeans Brands Every Denim Enthusiast Should Know

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From mall-brand stalwarts to small-batch Japanese geniuses, these are the truest, bluest names in the game.

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a denim head's guide to the best jeans brand of all-time - poppy

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a denim head's guide to the best jeans brand of all-time - poppy

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From Detroit's Carhartt WIP all the way to Osaka's Evisu

You just can't go wrong with a pair of good, solid denim jeans. First introduced in the late 1800s as a piece of very rugged workwear for very rugged workmen, almost two centuries later, they've become an essential part of every wardrobe, touching on countless subcultures while managing to transcend fleeting trends.

In fact, according to a 2022 report by Allied Market Research, the global jeans market is expected to be valued at $88.1 billion by 2030. Basically, the industry is big, and it's getting even bigger by the second. If you want to give your denim game the upgrade that it deserves, without getting too technical, we've rounded up some of the best men's jeans brands available right now.

From Detroit's Carhartt WIP all the way to Osaka's Evisu, luckily for you, you can get these all with a little dig around the Internet.
1 | Acne Studios
The Scandinavian denim movement is very real, and it's being led by Acne Studios. One of the OGs in the game, Acne actually started off in 1996 as a raw jeans brand, before it became the full-fledged luxury fashion house that we know it as today. While their pieces have always been on the pricier side of the spectrum, believe us when we say that they will literally last years and years. That's fine though, because when you're still rocking them in 3023, they'll still be very much in style.
The piece to buy: 2 | Calvin Klein
Back in the early '80s, Calvin Klein ushered in a new era for denim jeans. Up until this point, the blue trousers were still considered to be "the worker's pant," but CK somehow convinced everyone to start spending hundred of bucks on them. Almost four decades later, and we're not ashamed to say that we're still doing it. The ultimate dadcore essential, the eponymous label recently expanded into the world of streetwear with big collabs from the likes of Heron Preston, Palace, and much more.
The piece to buy: 3 | Carhartt WIP
Carhartt WIP, creator of great canvas jackets and sturdy backpacks, also make some of the best jeans in the business. Back in 1889, Hamilton Carhartt wanted to make comfortable, resilient clothing for blue collar workers. All this time later, and the Detroit company is still doing it, just through their ever-popular Work In Progress sub-division. A wardrobe essential for both farmers in Louisiana and hipsters in London, if Robert Pattinson is totally obsessed with them, you should be too.
The piece to buy: 4 | Denim Tears
There's a reason why the biggest names in fashion have all been clambering to collaborate with Denim Tears. Even though the Tremaine Emory-helmed label has only been around for four years, it has already become one of the most hyped jeans brands out there. While others focus solely on the physical looks of each piece, Denim Tears' designs focus on raising social awareness around racism in America. Cotton is also used throughout all of the collections, in hopes that they can reclaim the negative undertones surrounding this material in Black history.

The piece to buy: 5 | Dickies
Dickies literally just celebrated its 100th birthday last year, and in this time, the Fort Worth-based company has shifted its focus from selling denim to ranch hands in the Southwest, to rebellious skaters on the Upper East Side. While they're known mostly for their cargo trousers and corduroy baseball caps, Dickies' denim game is also no joke. This is why you'll often find Very Famous People like A$AP Rocky, Justin Bieber, and Kourtney Kardashian in their pants.
The piece to buy: 6 | Everlane
It shouldn't come as too much of a surprise when we say that Everlane is one of our fave brands. Well priced and well made, each and every T-shirt and denim piece comes with its very own sustainability label which covers everything from cost breakdowns to factory audits. This kind of "radical transparency" is what makes Everlane stand out from the rest of the crowd, and honestly, we love seeing why our new jeans cost as much (or as little) as they do. While most of us won't do anything with this newfound information, it's still very cool to know.
The piece to buy: 7 | Evisu
In 2019, Japan became the third largest importer of jeans globally after the EU and the US of A. While this might seem a little strange, considering how much smaller the country is compared to the other two giant regions, thanks to Evisu, Japanese denim is deemed by many denimheads to be the best of the best. Back in 1991, founder Hidehiko Yamane was able to create 14 pairs of selvedge denim in one day, complete with hand-painted seagull symbols. While this quantity has definitely increased since then, Evisu still uses the same traditional, labour intensive methods from three decades ago, so the overall quality hasn't really changed much, if at all.
The piece to buy: 8 | Kapital
Established in the '80s, while Kapital and Evisu are both Japanese denim brands, that's where all the similarities kind of end. Founded by Toshikiyo Hirata, he discovered his deep, deep love of American jeans while he was teaching karate over in the States. When he eventually returned home, he had this heart set on creating his own label that combined the best of both worlds. Kapital's first factory and vintage store opened up in 1984, and almost 40 years later, it's still known globally for its wild, over-the-top pieces.
The piece to buy: 9 | Levi's
Of course, you just can't talk about the greatest jeans brands of all-time without bringing up Levi's. Arguably the granddaddy of all denim, the company sold its first pairs to gold miners during the California Gold Rush. In 1873 (that's exactly 150 years ago), the 501 line was introduced, complete with the same copper rivets that we all know and love today. If you're in the market for some jeans that will never fail you, you can't go wrong with Levi's.

The piece to buy: 10 | Nudie Jeans
Back in 2001, Maria Erixon, who was the European design manager at another denim company at the time, decided that she was going to step out of the traditional business model and create something entirely fresh and different. Since then, Nudie Jeans has become one of the best clothing imprint's to come out of Sweden. They've also pioneered the idea of offering free repairs through its stores. So, when your Nudies are at the end of the road, they'll recycle and reuse them to create rugs and camper seats.
The piece to buy: 11 | Represent
Represent started off its journey as a little side project based in a garden shed in Manchester, and just over a decade later, it's now one of the world's most hyped independent streetwear labels. Known mostly for its Owners' Club collection and its fitness-focused 247 range, Rep also knows a thing or two about creating a solid pair of jeans. Handcrafted and hand distressed, they come in a wide range of styles and finishes, and are also made from some very premium Italian denim.
The piece to buy: 12 | Todd Snyder
Based out in New York City, handcrafted in Los Angeles, and made using only the finest Japanese selvedge denim, it's quite clear that Todd Snyder has gone far and wide to create the ultimate pair of jeans. Made from one hundred per cent cotton for a one hundred per cent classic aesthetic, each pair is loaded with quality details throughout, including a shank button fly, oxidised rivets, chain-stitched embroidery, a locker loop inside the back waist, and selvedge outseams. The list goes on and on.
The piece to buy: 13 | True Religion
Industry veterans Jeffrey Lubell and Kym Gold set out to tweak the classic five-pocket jean in 2002. Using a five-needle thread at two-stitches-per-inch process, they ended up completely reinventing the style instead, creating an instantly recognisable design that became affectionately-known as "Trues." With the signature horseshoe design on its back pockets, even after two decades, True Religion still has a very dedicated, very devoted following, staying true to the brand's name.
The piece to buy: 14 | Visvim
Not only are Visvim known planet-wide for their suede fringed sneakers and military-inspired patchwork jackets, founder Hiroki Nakamura also has a knack for creating some of the greatest denim jeans like, ever. Made using natural materials like hemp, linen, and silk, these classic techniques are then treated with futuristic technologies such as Gore-Tex. The label also loves experimenting with different colouring techniques. Rather than using harsh chemicals like most companies do, Visvim's dyes are made from indigo, mud, and even cochineal beetles. Yes. Beetles.
The piece to buy: 15 | Wrangler
If you're in the market for a pair of all-American jeans, then buckle up, as Wrangler is exactly what you're looking for. Based out in Greensboro, North Carolina, the brand has been crafting patriotic pairs for everyone from burly workmen to cowboy cosplayers for over a century. Since then, they've brought their "Made in USA" denim into the wonderful world of music, with collaborations from the likes of Bob Marley, Fender, Lollapalooza, and Woodstock.
The piece to buy:
Searching for everyday menswear brands that are actually affordable? Look no further.

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A denimhead's guide to the best jeans brands of all-time

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From Detroit's Carhartt WIP all the way to Osaka's Evisu

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13 Best Ethical jeans & sustainable denim brands-poppy

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13 Best Ethical jeans & sustainable denim brands-poppy

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The world average water footprint of a pair of jeans is estimated at 2,000l/pair - the equivalent of over 3 years drinking water.

The biggest footprint being due to raw materials (processes only account for a tiny part of the overall footprint), and the water footprint of cotton changes depending on the region, the growing conditions and farm management.

We, therefore, see large differences in the water footprint of a pair of jeans, depending on the cotton sourcing - which is why we recommend organic or recycled fibres.

The impact of synthetics on water are even clearer. Not only do synthetic fibres carry the risk of microfibres ending up in our oceans, but they use and pollute a lot of water in the production process as well.

Many of our recommended sustainable brands are using technologies that reduce water consumption

(such as better dyeing techniques, laser, ozone and e-flow technology) which can save up to 95% of water, reduce energy consumption, and eliminate damaging emissions and waste, guaranteeing ZERO contamination.

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13 Best UK Ethical Jeans & Sustainable Denim Brands

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We compare the best sustainable and ethical jeans and denim you can buy in the UK. From GOTS certified organic denim to bamboo jeans and vintage denim.

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Jacob Davis: His Life and Contributions - MICHAL

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Jacob Davis: His Life and Contributions - MICHAL

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History of jeans—Origin and evolution-poppy

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History of jeans—Origin and evolution-poppy

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The history of jeans has taken a long winding road from the earliest Levi Strauss work clothes from the 1860s to modern day high fashion must have.

Jeans are somewhat of a universal clothing garment in that they are worn the world over by the rich and poor, men, women and children across all age groups.

Yves Saint-Laurent once stated that he wished he had invented blue jeans as jeans:

"are expressive and discreet, they have sex appeal and simplicity,-everything I could want for the clothes I design"

Who Invented Jeans ?

Levi Strauss invented jeans when he made the first pair of denim pants in the late 1860s. However the first true modern blue jeans were invented by Levi Strauss and Jacob Davis in 1873 after being awarded patent no.139,121 from the U.S. Patent and Trademark Office for the modern design that includes copper rivets at the bottom of the fly and pockets for reinforcement.

When were Jeans Invented ?

Modern blue jeans were invented in 1873 with the award of patent no.139,121 to Levi Strauss and Jacob Davis.

There had been previous heavy work pants prior to this made from denim however they did not have the copper rivets or stitched pockets that we are familiar with today.

What are Jeans Made Of ?

Jeans are made of denim which is a cotton fabric made with a twill weave. Denim was initially called serge de Nîmes as it was invented in Nîmes, France.

History of Jeans

Below we will chart the history of jeans from their earliest days as a hard wearing work wear right through to being one of the most popular casual wear items in modern society.

From the cheapest brands offering value clothing lines to fashion designers now carrying a line of signature jeans it is safe to say that jeans are a permanent fixture in the world of fashion.

The Origin of Blue Jeans - Levi Strauss

Levi Strauss immigrated from Bavaria to North America and like a lot of immigrants at the time made ends meat selling various goods as he traveled westward across the North American continent.

In the 1850s like so many others he followed the Gold Rush to California where he continued to supply miners and their families with various essentials.

The miners in need of more suitable clothing for the heavy work they were involved in asked Strauss if he could create more durable work pants that could withstand the harsh environment of gold mining.

Strauss together with a tailor made heavy duty work pants out of canvas that he was currently selling for tent making.

Later into the 1860s he started to make the same pants only now out of a fabric called denim.

These hard wearing denim pants were dyed with indigo hence the name "blue jeans".

Strauss took inspiration for his original Design 501 from Genoese sailors that wore a loose fitting trouser with a flared leg to allow it to fit over heavy work boots.

Although the first work pants that Strauss designed were made from heavy canvas it was not until he choose a hard wearing fabric known as Serge de Nimes(denim) did they really take off in popularity.

Denim had already gained considerable popularity in France by the time that Strauss had discovered it.

It is made from a heavy twill-woven cotton that is extremely hard wearing, and dries quickly making it a much more suitable clothing fabric than canvas.

The jeans were dyed using an artificial indigo which was considerably cheaper than real indigo. Indigo was the natural choice as it producing a nice deep dark blue color which helps to hide stains and dirt but also lasts a long time even after repeated washing.

Although the new jeans were well received they still had trouble standing up to the demands that hard manual labor such as mining in the 1870s would put on work pants.

The jeans had significant weak points namely at the corners of the pockets and the bottom of the button fly.

Miners needed jeans that could carry heavy gold nuggets in their pockets and they would often rip at the stitching at the bottom edge of the pocket.

To counter this Levi added copper rivets to reinforce any weak points in the pockets.

Rivets were then also added to the bottom of the button fly in 1873 and later that same year the back pockets received reinforced stitching in the shape of a double arc design using orange thread. On May 20, 1874, Levi Strauss and his partner, Jacob Davis, received U.S. Patent 139,121, for an "Improvement in Fastening Pocket-Openings" .

The flagship Levi Jeans Design 501 was such as success that it made Strauss a very wealthy man.

The design was so good that they did not undergo any real or significant changes over the course of several hundred years, although in the past fifty years they have become somewhat thinner offering a tighter fit.

During the 1960s Levi's introduced the Design 505 which had a zipper fly and a regular fit, the denim was also preshrunk.

The Levi's 505 was then followed by the Levi's 517 which was a slim boot cut jean with a normal waist line which was closely followed by the Levi's 527 that shared the same slim boot cut design but had a much lower waist.

The Levi Strauss product line was heavily expanded since the late 70's to include almost every type of jeans that have been popular over the time period.

Early Manufacturers of Jeans - 1890 to 1950

It is can be said with absolute certainty that Levi Strauss captured the early jeans market due to inventing the product and having significant first mover advantage.

Levi jeans were popular with the working folk such as miners, lumberjacks, cowboys, ranchers, farmers, factory workers and laborers as the pants were reputed to be tough, hard-wearing, functional, comfortable and affordable.

This popularity and profit would not go unnoticed with increasing demand for hard-wearing denim pants, or jeans, resulted in two other early companies wanting to capture a share of the working-folk market, namely, the H.D. Lee Mercantile Company, established in Kansas, USA in 1898, and the Western Garment Company (GWG), founded in Edmonton, Alberta, Canada, in 1911.

The Lee Company specialized in denim work wear, and by the 1950s they had expanded into casual wear. Since then, Lee Jeans have become popular worldwide and are effectively along with Wrangler, Levi's long standing competitor in the jeans and denim market segment.

The GWG Company originally started off by making hard-wearing clothing for the growing workforce. By the 1960s, GWG was producing casual denim clothing for the entire family. In 1963, Levis Strauss & Co. bought 75% of GWG.

Wrangler authentic western jeans appeared on the market in 1947, a brand that originated with Casey Jones who had acquired the Blue Bell Company a few years earlier. Wranglers were popular with the rodeo cowboys and cowgirls, and by 1996 one out of every five pairs of jeans sold in America featured a Wrangler label.

Women in Jeans

Originally jeans were only worn by men, however women in jeans started to become more and more common place in the 1870s predominantly on farms and ranches as it allowed women to blend in a little bit more into a mans world, plus they were also the most practical clothing choice for such working environments.

By the time the 1930s rolled around women wearing jeans purely as a fashion statement was becoming more of a common sight and Vogue magazine even ran an advert of two society women wearing tight fitting jeans which they dubbed "Western chic."

Gradually more and more department stores began to stock blue jeans specifically for women including the cowboy boots required to complete the look.

Following WWII a side opening pant in denim was offered with women in mind, however it was not until the late 1950s that a jean was marketed that accounted for the differences between the shape of men and women and the first jeans for women were available.

Jeans as a symbol of Youth Rebellion in the 1950s and 1960s

Following the strict rationing of WWII and rather conservative lives of suburbia the youth of the 1950s and 1960s began to seek cultural freedom and reject the more moderate lifestyles of their parents.

The 1950s saw such youth icons as James Dean and Marlon Brando both popularize and glamorize the wearing of jeans and they became like status symbol for counter-culture youths hungry to rebel against their parents.

At countless anti-establishment, anti-war and civil rights movements and protests the youths of the 50s and 60s would almost all be dressed in jeans, gone were the more conventional shirt, tie and slacks of the early 50s.

Jeans as Casual Dress

Although popular among the young during the 1960s jeans were still considered a rarity with adults especially in more formal locations away from farms and ranches.

Slacks and shorts with dress shoes was still the norm in schools, restaurants, theaters, and at work the formal suit was still the only way to dress.

It wasn't really until the 1980s that jeans became more mainstream and finally were found to be socially acceptable for adults to wear in less formal scenario's.

For many they would become the new standard in casual wear and increasingly became more acceptable even in an office environment.

The big designer brands also began to take notice and the humble blue jean started to be seen on major catwalks and boutiques across the globe.

The history of jeans has taken a long and winding road from it's humble beginning several hundred years ago as a work pant for mining and other tough outdoor jobs to becoming and everyday must have item that is in practically ever single wardrobe in the Western world.

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History of Jeans - Origin and Evolution - fashionintime.org

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The History of Jeans has taken a long winding road from the earliest Levi Strauss work clothes from the 1860s to modern day high fashion....

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For a long time, "fashion" had nothing to do with it. Even before the Industrial Revolution, laborers from around the globe-farmhands, builders, miners-often wore some kind of homespun denim workwear. But by the latter part of the 19th century, blue jeans were poised to become a core product of American mass manufacturing as they rolled out of the same factories operated by the working-class people who wore them.

It wasn't until the first half of the 20th century that blue jeans brands-among them Lee, founded by a hardware store owner in Kansas; Blue Bell, the North Carolina overall company that would remake itself as Wrangler; and, of course, San Francisco's Levi Strauss & Co., which began producing blue jeans in the 1870s-began to understand that their work pants appealed to many customers for their adaptability beyond the workplace. Well-to-do vacationers discovered denim trousers during their therapeutic visits to the "dude ranches" of the not-so-Wild West. Parents, inspired by the Western movies that dominated at the box office during Hollywood's early decades, began to dress their young boys in cowboy outfits. And women took to wearing the oversized jeans that belonged to their boyfriends, creating a casual style that still exists today.

But it was the rise of a new American demographic-the "teenager"-that would button up the classic blue jean's place in popular culture. With the growing middle-class prosperity that followed World War II, more school-aged adolescents and young adults were free to earn their own money, drive their own cars and find their own pastimes. They were the audience for the hybrid new music called rock 'n' roll, and for the angst-driven films about young rebellion that began to appear on movie screens across the country. Those kids helped refashion the uniform of the country's working class into a blank canvas for self-expression that every subsequent generation has adopted as its own.

By the midway point of the 20th century, California would surpass New York as the country's most populous state. The suburbanization of America fueled a collective nostalgia for the Old West; from the 1930s through the '50s, Westerns were the most popular genre of film in Hollywood, and early television audiences were inundated with cowboys and little buckaroos.

Glamorized in films such as "The Wild One" (1953) and "Giant" (1956), the Method actors Marlon Brando and James Dean helped make jeans the uniform of the new generation's slouching insouciance. For his breakthrough on Broadway in "A Streetcar Named Desire," Brando wore no underwear during the fitting for his jeans and had the inside pockets removed.

During the Civil Rights demonstrations of the 1960s, civil rights workers often wore jeans, overalls and denim barn jackets to express their solidarity with the working poor African Americans they sought to organize. The practice of sharecropping, a vestigial reminder of slavery, was still the reality for many Blacks in the South.

By the late 1960s many in the counterculture were growing disillusioned with city life and its various ills-pollution, racism, violence. The "Back to the Land" movement was well represented in the world of rock music, which rediscovered rural traditions and acoustic guitars.

The young people who fought the Vietnam War and those who protested against it were members of the same generation, and they'd all grown up wearing blue jeans. By the 1970s, when many returning soldiers began to grow their hair long, it was sometimes hard to tell the two sides apart.

1970s

By the beginning of the new decade, hippies were wearing jeans so old that they often required elaborate patchwork. Wearing tattered jeans became a rite of passage that would be handed down through subsequent generations, with the "distressed" look often reproduced for retail.

As the 1970s unfolded, most of the major jeans manufacturers-Levi, Lee, Wrangler-diversified wildly, producing plaid shirts, corduroys, polyester slacks and more. It was Lee that first introduced the "leisure suit" to the market. Years later the company would poke fun at its own role in the trend, claiming it had been "simply ministering to the whims of a fickle public."

Jeans were becoming increasingly stylized, with boutique brands designing bell-bottoms and "hip huggers," as the disco craze ignited in the mid-1970s. A generation once defined by its long hair and scruffy clothing was moving uptown and hitting the nightclubs. When the ready-to-wear giant Murjani Group sought a figurehead who would represent "American royalty" for a new line of designer jeans, their second choice, the heiress Gloria Vanderbilt, accepted. (Their first, Jackie Onassis, declined.)

1980s

By the 1980s, America was awash in designer jeans. If your posterior wasn't branded with a top brand name (Sasson, Sergio Valente, Calvin Klein) or a recognizable pocket design, you were persona non grata to the fashion world. If you were wearing Jordache, as the jingle proposed, "You've got the look I want to know better."

"Don't want nobody's name on my behind," declared the Reverend Run from Run-D.M.C., the first rap act to enter regular rotation on MTV. The group was partial to their Adidas sneakers, but when it came to pants they preferred a sturdy old pair of Lee jeans over name-brand designer wear.

With the retail industry perpetually seeking new ways to market the same old blue jean, the decade saw the brief rise of stonewashing and acid wash, techniques for softening denim using pumice stones in heatless dryers. Like every other denim innovation, stonewashing has enjoyed occasional resurgences.

1990s

Asking himself "Can I become the Ralph Lauren of the streets?," the young entrepreneur Carl Williams began selling his designs out of the trunk of his car in Brooklyn in the late 1980s. Calling his company Karl Kani, his oversized jeans, eagerly embraced by the hip-hop community, would dominate the culture in the 1990s.

By the turn of the millennium, jeans trends were moving from an excess of material to "less is more." Led by L.A. boutique brands Earl Jeans (launched by Hollywood stylist Suzanne Costas) and Frankie B. (the brainchild of Daniella Clarke, wife of a former member of Guns N' Roses), the slim-fitting "low-rise" era had begun. The hipster's skinny jeans were just around the corner.

James Sullivan is the author of five books, including "Jeans: A Cultural History of an American Icon." He is a longtime contributor to the Boston Globe and program director for the Newburyport Documentary Film Festival.

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Fifty years of Jeans Fashion | American Experience | PBS

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From leisure suits to low-rise cuts, a brief history of the all-American fabric.

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why 2023 is the year of the baggy jean-PoppY

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why 2023 is the year of the baggy jean-PoppY

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Like all fashion trends, the shapes and silhouettes of jeans cycle in and out of favor. Depending on who you ask, skinny jeans, low-rise, and high-waisted jeans are either loved or hated. But among all the adored and derided denim styles, one has quietly emerged at the top this year: baggy jeans.

The return of this slouchy, oversized silhouette isn't just exciting because it's on trend. A brief glance through the evolution of baggy jeans proves that this style, perhaps more than any other, is inclusive, subversive, and just plain cool. Find out why ahead.

Baggy Jeans in the '80s and '90s

Back in the day, baggy jeans were, quite literally, boyfriend jeans. "The 'loose' and 'baggy' fit originated with a men's fit and trend," says Vivian Rivetti, Wrangler's Global VP of Design. In the '80s, Wrangler called this style "the Fatty," and was one of the first and biggest brands to deliver "a wide and comfortable fit that, by today's standards is considered loose and baggy."

While baggy jeans were an everyday menswear staple, they truly popped off in the '90s thanks to the music video for "U Can't Touch This."

"Baggy jeans really hit the scene as a hip-hop staple when MC Hammer debuted his Hammer pants," says fashion expert and editor Bella Gerard. "The concept of a harem-style silhouette done in denim began as a staple amongst rappers and skaters first, but it didn't take long for mainstream celebrities to favor this edgy, oversized take on an Americana classic."

It wasn't long before brands from J.Crew to Calvin Klein drew inspiration from these subcultures and brought slouchy jeans onto runways and into shopping malls. Playing up the androgyny that would become an iconic element of '90s fashion, designers delivered near-identical baggy silhouettes for men and women.

To the beat of hip-hop tracks and skateboard decks, loose-fitting jeans danced their way to the forefront of fashion. Every brand was about that slouchy life, including Wrangler, which developed a new loose-fitting silhouette for all genders. "Wrangler Hero introduced the 'baggy' fit for young people in the mid-'90s, presenting the jeans on skateboarders to connect to the youth movement," says Rivetti.

Y2K's Slouchy Jean Slump

Between the first baggy jeans boom in the '90s and the style's reemergence in 2023, the baggy silhouette continued to be a staple in the music scene, especially among women. While celebrities in other industries shucked off their slouchy jeans in favor of skinnier styles that kept the low-rise waistband but lost the roomy fit, a few fashion renegades like Rihanna and Avril Lavigne kept baggy jeans going into the early aughts.

Despite their efforts, the ladies who brought us "Sk8er Boi" and "Disturbia" couldn't keep baggy jeans afloat. But by the time the new millennium hit its teenage years, it was skinny silhouettes and high-waisted mom jeans as far as the eye could see.

Now That's What I Call '90s, Too!

The '90s denim influence can certainly be felt in 2023. According to data analyzed by experts at Boohoo, searches for "baggy jeans" on Google have surged 52% worldwide in the past 12 months, while searches for "boyfriend jeans" have increased 71% this year alone. Whatever you call them, loose-fitting, slouchy jeans are undoubtedly having a moment.

Celebs like Hailey Beiber and Emily Ratajkowski are all about the baggy silhouette, and fashion brands are launching their fall lines with the '90s in mind. "We dove into the archives for our fall collection to find the best baggy styles," says Laura Deady, Senior Managing Director of Buying at Urban Outfitters, of the brand's latest campaign.

While oversized has been one of the brand's core silhouettes since the decade in question, its new styles, Logan and Jaya, add a touch of personalization, courtesy of the waistband. "We wanted a fit that allows the customer to size up to wear it dropped and slouchy or size down to wear it more fitted," Deady says. When both a Gen Z-approved brand like Urban Outfitters and a heritage denim brand like Wrangler are rereleasing a silhouette, you know it's made a comeback.

Out with the Old, in with the...Old

In some ways, baggy jeans actually have skinny jeans and mom jeans to thank for their rise to prominence this year. "Given that Gen Z associates millennials with skintight skinny jeans, it's no surprise the younger fashion set is gravitating towards all things baggy denim," says Gerard, reminding, "The look has always been a fashion rebellion of sorts!"

Along with the next generation of fashion girlies rejecting the trends of their forebearers, outdated ideals about who exactly gets to participate in fashion have been kicked to the curb. "Those of us who saw the trend take off in women's fashion in the '90s recall that the silhouette was almost always paired with rock-hard abs and an itty-bitty tank top - which begged the TikTok-beloved question: Is it a 'fit, or is she just skinny?" Gerard points out.

Instead, she says, "The younger generation of shoppers and designers are striving to put emphasis on style, not size." As a result, all sizes can get in on the trend. "The styling is no longer limited to a 'revealing on top, baggy on bottom' approach, although the 'little top, big bottom' silhouette is still a fan favorite," she continues.

The rejection of outdated ideas about who can wear what doesn't just extend to women of all shapes and sizes. More traditional gender roles have also been shown the door, and genderbending is alive and well in the clothes we wear.

Part of the style's popularity may also be related to our new era of post-pandemic dressing, which is still playing itself out. Dopamine dressing emerged after lockdown, with the idea of finding joy in clothes, regardless of mainstream appeal, at the forefront. And that idea extends to comfort too.

As Gerard points out, "The baggy jean has been embraced for what it is, and not merely as a tool to show off one's figure." Baggy jeans, which were always about subverting expectations - of body, of silhouette, of fashion in general - are in many ways the ideal denim choice for this time.

In the end, we're grateful for the return of a style that embraces all shapes and sizes while being at once rebellious and of-the-moment. Here's to baggy jeans - long may they reign.

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Baggy jeans have come a long way. Explore the evolution of slouchy jeans through the eyes of top denim brands and fashion experts and learn why this year is, unequivocally, the year of the baggy jean.

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Pollution from fashion: the woes of denim-PoppY

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Pollution from fashion: the woes of denim-PoppY

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We may not purchase our denim jeans often, but their environmental impact is extremely significant. We use a huge amount of water and chemicals to produce denim jeans. 2 billion jeans are produced annually worldwide, and it's going to take a large-scale sustained effort to make a meaningful change.

Denim was originally made out of wool, but then it shifted to cotton due to trends. However, there are sustainability issues in cotton cultivation and processing. 1500 gallons of water is needed to grow 1.5 pounds of cotton, which is required to produce only a pair of jeans. Denim jeans produce heavy amounts of water, as mentioned above... "cotton, in general, is a very thirsty crop," says Tatiana Schlossberg, a former environmental reporter at the New York Times. Producing just 1 kilogram (2.2 pounds) of cotton can require up to 7,660 gallons of water, depending on where it's grown. A cotton crop consumes a lot of chemicals too: 16 percent of all insecticides are used on the plant, and many of them pose significant health risks for farm workers and nearby residents. Denim is usually made with indigo-dyed warp yarn and undyed weft yarn. The indigo dye used was natural and derived from a plant source, but later the trend shifted to synthetic indigo dye. However, as seen from the information below, these dyes pose its own separate environmental pollution threat as well.

The signature blue dye, indigofera tinctoria, is used to produce the shade of denim blue in jeans today. According to Vice (2011), an average pair of jeans require half an ounce of dye. However, the problem lies in the production of it. In the denim capital of the world in Xintang, China, this pollutive process is very much evident in the rivers and how the production affects the people working and living in the area. Denim jeans production in Xintang, China accounts for one in every three pairs of jeans sold globally. Because of limited regulatory oversight, by 2013 Xintang's rivers ran a deep blue and smelled foul, a result of manufacturers dumping chemical-laden wastewater directly into local waterways. The picture above shows the river dyed blue from the release of chemicals to the river from jeans production factories. Unsafe amounts of toxic metals like mercury, lead, and copper has been found in the water, which residents rely on for drinking and bathing. Workers and residents have reported rashes, lesions, and, some locals believe, infertility (Guang et al, 2020). Producing only one pair of jeans requires an immense amount of water, energy, and environmental pollution. Apart from the health of the workers, there are also concerns about drinking water for people living downriver. The East River is the source of drinking water for millions of people living in Guangzhou. This threatens the water security of the cities of Dongguan and Shenzhen.

However, it is to note that there are denim brands and other fashion designers that are taking a more sustainable approach to their manufacturing processes.The majority of these processes are fairly new to the denim manufacturing market. With a more inquisitive mind and rational decision-making mindset whilst purchasing your denim, there is hope to the reduction of environmental pollution from denim.

Here's a full report by Muthu (2017) on the Sustainability in Denim. Areas covered include Denim's environmental impact, its water footprint, carbon footprint and many more.

Schlossberg, T. (2019, September 03). How Fast Fashion Is Destroying the Planet. Retrieved October 22, 2020, from https://www.nytimes.com/2019/09/03/books/review/how-fast-fashion-is-destroying-the-planet.html

Vice. (2017). Your Jeans Are Ruining the Earth. Retrieved October 22, 2020, from https://www.vice.com/en/article/kzzpjm/your-jeans-are-ruining-the-earth-v24n7

The Guardian. (2011, February 09). The price of success: China blighted by industrial pollution - in pictures. Retrieved October 22, 2020, from https://www.theguardian.com/environment/gallery/2011/feb/09/pollution-china-manufacturing-towns

Guang, L., Mingzhuo, J., & Guang, L. (2020, May 14). The denim capital of the world: So polluted you can't give the houses away. Retrieved October 22, 2020, from https://chinadialogue.net/en/pollution/6283-the-denim-capital-of-the-world-so-polluted-you-can-t-give-the-houses-away/

Muthu, S. S., & Textile institute. (2017). Sustainability in denim. Duxford, United Kingdom: Woodhead Publishing is an imprint of Elsevier.

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Pollution from Fashion : The Woes of Denim

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We may not purchase our denim jeans often, but their environmental impact is extremely significant. We use a huge amount of water and chemicals to produce denim jeans. 2 billion jeans are produced annually worldwide, and it's going to take a large-scale sustained effort to make a meaningful change.

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Jeans are a fashion staple but an environmental headache. To resolve this dilemma, the industry has become a melting pot of solutions.

Producing denim jeans causes major headaches for the environment

Every time you buy a new pair of jeans, it's like turning on your shower and letting the water run down the drain for 21 hours.

That's because growing cotton - the fabric used to make denim - requires vast quantities of water. A pair of jeans, for example, needs up to   10,000 liters of water   to be made.

The Aral Sea, once the fourth largest inland lake in the world, has largely dried up, in part due to intensive cotton farming in Central Asia for use in the EU.

Staggeringly, there are around two billion pairs of jeans being bought each year. But it was not always this way.

Back in the 1850s, when denim was exported to the US from the French town of Nimes, hence the name "de Nimes," it was seen as a sturdy fabric for miners. It wasn't until over 100 years later that jeans found their way into the counterculture and then the mainstream.

Now the industry has become part of the environment crisis, and understanding how denim got here is crucial to cleaning it up.

How denim pollutes air, water and workers' lungs

Denim doesn't just use a lot of water, it's a damaging pollutant too.

Levi's estimates that a pair of their jeans emits 33.4 kg (73 pounds) of CO2 into the atmosphere, the equivalent of driving more than 1,000 kilometers (620 miles) in a car. That's largely because denim is produced in countries like China and India where coal is the main source for electricity.

Denim's trademark blue color is mostly achieved by using a synthetic indigo dye that's linked with toxic chemicals such as cyanide, known for its use as a poison. To avoid paying for wastewater treatment, companies dump these chemicals into rivers. A study from 2019 found textile dyes from factories in Bangladesh in crops grown nearby.

Working in a denim factory can also be fatal. Take sandblasting for example. This method uses high pressure hoses to spray sand against denim to create a worn look that has become popular with consumers. For workers who inhale the small particles of sand, the process can cause a deadly lung disease called silicosis.

At just 15, Bego Demir worked in a denim sandblasting factory in Turkey where he knew over 120 people who died from silicosis.

"After 8 years of working in sandblasting, half of my lungs don't work anymore," he told DW.

Demir, who coordinates Clean Clothes Campaign (CCC) in Turkey helping to outlaw sandblasting there in 2009, now wants to expose the process that replaced it - the use of potassium permanganate.

In a 2019 report for the CCC, Demir found that Turkish workers in denim factories using potassium permanganate had early onset asthma and skin irritation. He says potassium permanganate is still being used in denim production around the world.

"Brands are waiting for workers to lose their life before they act. In the sandblasting factories they reacted the same way. Only after a lot of workers lost their life, did the brands act," Demir said.

Denim's overproduction problem

Feeding denim's intense supply-and-demand culture has resulted in widespread overproduction and, on average, consumers in the US, for example, now own seven pairs of jeans. In 2017, the industry was valued at $56.1 billion (€47.5 billion) and it's expected to grow throughout the COVID-19 global recession. Trade flows mainly from east to west and growth is focused in the Asia-Pacific region.

Bangladesh, for example, is now the leading denim exporter to Europe and the third biggest to the US. Since opening in 2007, Ha-Meem denim in the Bangladeshi capital of Dhaka has grown six times, making the equivalent of 4,000 km of denim a month for stores in the US and Europe - that's almost the same distance as between New York City and Los Angeles.

"We make denim for fashion brands all the way down to the grocers like Tesco and Lidl," Ravindra Shah, General Manager at Ha-Meem denim told DW.  "We are catering to all. What product they need, we provide."

Satisfying global demand has driven the denim industry to expand the use of cheap, stretchy jeans. These are made by weaving cotton with petrol-based elastic fibers that are hard to recycle and non-biodegradable, worsening the environmental impact of denim.

Some 90% of the denim made at the Ha-Meem's factory is with stretch fabrics because "necessity is the mother of invention," Shah told DW, emphasizing how consumer choices are so important in influencing the direction of the industry.

Moving toward biodegradable fabrics

But attitudes might be changing. In 2020, a poll conducted by US consultancy agency McKinsey & Company asked shoppers in the UK and Germany whether the COVID-19 pandemic had changed their relationship with fashion. The results showed that 67% now considered sustainable materials an important factor when purchasing new clothes.

Some brands are responding by investing in alternative denims. For example, Tencell™- a biodegradable fabric made from the cellulose of wood pulp taken from trees grown in sustainably managed forests - has contracts with popular denim brands such as Levi's, Closed and Kings of Indigo.

Candiani, a company based near Milan, Italy, has created a stretch denim from natural rubber called Coreva™, which is capable of biodegrading in six months without releasing toxins into the soil. Candiani's website calls it "a game-changer for the denim industry" because "it contributes to an end of life solution."

Recycling denim

But critics warn more sustainable fabrics alone won't be enough if the industry doesn't tackle overproduction.

"The whole idea of biodegrading cotton is a waste. Take, make, use and chuck," James  , co-founder of The House of Denim, a non-profit organization that supports a circular economy for denim

The circular economy of old jeans

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led the signing of the Denim Deal in Amsterdam where 30 major denim brands, including Tommy Hilfiger, making at least three million denim items in the Netherlands using up to 20% recycled fabrics by 2023. As the Dutch market sells at least 23 million denim items a year, the Denim Deal aims to save more than 15 billion liters of water

Getting back to denim's roots

Like the rest of the textile industry, the cost of mass-producing denim is no longer a secret and the industry a melting pot of solutions.

that denim must rediscover its purpose. To do that, consumers need to understand its history as a workwear item turned counterculture statement

"In the 1980s, the market pushed the consumer to be the rebel. And it's time that we revolt again. We should start branding it and make the consumer feel like an environmental hero, like a new rebel for a greener cause."

Turning jeans into works of art

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Cleaning denim's reputation - DW - 04/13/2021

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Jeans are a fashion staple but an environmental headache. To resolve this dilemma, the industry has become a melting pot of solutions.

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denim history's dirty little secret-PoppY

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denim history's dirty little secret-PoppY

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Some of the biggest polluters of the denim industry, Levi's, Gap, Guess and Lee, have come out with a weak non-committal statement just in time for Climate Week. The PR machine behind the fashion industry is clearly feeling the pressure for these giants to take accountability for their environmental impact. Our pressure is working, but unfortunately, the commitment these industry execs made just isn't good enough.

Brand execs have delayed committing to the safety of our communities and our environment for another TWO YEARS. That's right, for another two years while wildfires, floods, and hurricanes wreak havoc on our planet the denim industry will continue with profitable business as usual - outsourcing production to countries with weak environmental standards and pumping massive amounts of emissions into our atmosphere.

This can't stand. With your help, we're not going to let the CEOs of these massive brands rake in the positive press from this greenwashing - we need concrete actions to slow the devastating rate of climate change and we need them NOW. Taking another two years to make changes to their emission standards is nothing to be proud of.
Pollution from the world's largest denim companies like Wrangler, American Eagle Outfitters, and Calvin Klein is contributing to the terrible air quality that's killing 4,400 people every single day in China.
And worst yet, these companies won't tell us how much toxic carbon they're spewing into the atmosphere from burning coal - one of the key contributors to both climate change and deadly air pollution.

If we want to get serious about stopping climate change, we have to hold corporations accountable for all the pollution they're responsible for -not just the pollution they're willing to tell us about.

Tell these denim giants to come clean about their carbon emissions and stop contributing to life-threatening air pollution: Calvin Klein, Wrangler, Tommy Hilfiger, American Eagle, Lee, Guess, and Express.

This is how corporate executives line their pockets with bigger profits by disguising the pollution they pump into our air and water: they outsource production to contractors in China, where they can avoid taking responsibility for the carbon emissions created by manufacturing their products.

The apparel industry is a huge contributor to global climate change. Manufacturing a single pair of denim jeans produces 44 pounds of CO2, roughly equal to the greenhouse gas emissions from driving a passenger car nearly 50 miles.

One study shows that clothes manufacturing alone generated about 3% of the global CO2 emissions in 2011 -- roughly equal to climate pollution created by putting 163 million new cars on the road.

Tragically, global warming will likely have the most severe impacts on the developing countries that produce most of the world's apparel. This means the people getting paid the least in this industry will bear the brunt of the impacts on their health and homes.

Demand that denim giants clean up their act and their supply chains.

SumOfUs members have been working for years to make sure billionaire CEOs take responsibility for the impacts of their actions. From the neonics used in pesticides that are killing vitally important bee populations to the dangerous effects of palm oil in the food we eat, we're showing up, paying attention, and keeping corporate power in check.

You've helped bring down some big corporate giants when it comes to environmental impact and climate change. Now we need to make sure the denim industry cleans up its supply chain before it's too late.

Join us and demand denim giants take responsibility and stop hiding their impact.

This campaign is in partnership with:

Photographer: Lu Guang/Greenpeace

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Ekō is a global movement of consumers, investors, and workers all around the world, standing together to hold corporations accountable for their actions and forge a new, sustainable and just path for our global economy. It's not going to be fast or easy. But if enough of us come together, we can make a real difference.

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Role of denim and jeans in the fashion industry - SUDE

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Role of denim and jeans in the fashion industry - SUDE

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Role of denim and jeans in the fashion industry

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This chapter discusses the role of denim and jeans in the fashion industry and further elaborates on its history, detailing the roles played by twill ...