The story of jeans: 170 years of style and how it conquered the world

The timeless hero of the fashion industry, the apple of the eye of all ages, and a best friend for everyone from young children to elders... Jeans are described with numerous such accolades. This clothing, which has a history spanning over 170 years, has evolved into a companion for the young, a crucial element for fashion enthusiasts, and continues to occupy a prominent place in the wardrobes of style aficionados under various names and designs. Are you aware of how denim, originally made for miners in California during the 1850s, became a youth fashion symbol?

A trendsetter; then and now
Levi Strauss, the American clothing merchant, is credited with the creation of denim jeans. Levi Strauss supplied California miners with the fabric necessary for making clothes, along with the buttons and zippers required for fastening. However, when the miners expressed concerns about the clothes getting worn out quickly, Strauss believed that using a thicker fabric would enhance durability. He also sewed clothes using canvas. Both the workers and local residents appreciated these innovations. However, Levi Strauss remained dedicated to his vision of producing more comfortable and long-lasting apparel.

Following extensive research, in 1872, a new fabric was brought in from Italy. This thicker material had not been used for clothing for a long time. With the help of an American tailor named Jacob Davis, Levi Strauss crafted a pair of trousers from this fabric, which they named jeans. The thick yet comfortable jeans quickly gained popularity among workers, particularly miners and ordinary people. Even after one and a half centuries, jeans remain a prevailing fashion choice.

Symbol of youth in your wardrobe
Jeans can never go out of fashion despite the ever-evolving trends within the fashion industry. For teenagers and youth, jeans are not just a pair of clothing but also an emotion. Jeans, recognized for their gender-neutral appeal, are available in approximately forty-five different styles, including skinny, flared, boyfriend, mom, and distressed jeans. While blue jeans initially dominated the scene, it now comes in various colours. Now, jeans are available in many brands worldwide.

The fashion industry marks May 20, 1873, as the birthday of jeans, as it was when Levi Strauss' company secured the first US patent and trademark for denim clothing. Although jeans are widely embraced as casual attire, they hold a limited role in athletic events, where specific dress codes dictate appropriate attire for participants. A notable incident involved World Chess Champion Magnus Carlsen, who faced an unexpected situation when he arrived at a tournament wearing his preferred jeans.

World number one Magnus Carlsen, who arrived to compete in the World Rapid and Blitz Chess Championship, was fined $200 for failing to adhere to the tournament's dress code. The chief arbiter instructed him to change into clothes that complied with the regulations. Carlsen indicated that he would conform to the dress code the following day. However, when the organizers insisted that he must change immediately, Carlsen chose to withdraw from the tournament. Later, Carlsen participated in the competition after the International Chess Federation, FIDE, announced a revision to the dress code, permitting him to compete in jeans. The tournament's dress code allows for shirts, suits, polo shirts, shoes, jackets, etc., while prohibiting casual wear such as jeans, t-shirts, and sneakers. Additionally, players may don traditional clothes from their respective countries with prior approval.

First place in the wardrobe
While the convenience and freedom associated with jeans are often highlighted, there remains a segment of society that disapproves of women wearing this attire. Notably, both celebrities and political figures have faced backlash for their negative comments regarding women wearing jeans. In 2017, singer K J Yesudas faced criticism for his remarks about women wearing jeans during an event in Thiruvananthapuram. Similarly, former Uttarakhand Chief Minister and BJP leader Tirath Singh Rawat sparked significant controversy with his views on jeans, asserting that women wearing torn jeans is inconsistent with Indian cultural values and could contribute to social decline. Despite the widespread criticism, he stood by his statement.

Despite persistent criticism, fashion lovers are never ready to let go of the emotionally resonant jeans in their wardrobes. It is indeed remarkable that a piece of clothing originally created for miners, herders, and farmers centuries ago has maintained its status as a timeless fashion essential.