How jeans conquered the world

• During The WWII era, the pair of jeans, mostly worn by American Western states, started being a symbol of coolness and rebellion, which many movies in the 50’s captured with the help of James Dean and Marlon Brando.
• A subversive counter-culture was created, symbolized by the pair of jeans, and the establishment ended up banning them in schools, something which added to the frenzy.
• The 60s saw many middle-class college students wearing them as a symbol of solidarity with the working class. The trend caught on overseas too, starting with Europe.

• Jeans were from the beginning affordable, extremely durable, relaxing and looked good when they were new and also when they were torn or worn out. There wasn’t a need to wash them that often, and ironing was optional too. Women loved the way they fitted without the need to be tailored professionally.
• Jeans offered a sprinkle of authenticity and individuality, even after it turned into a commodity. The tone and color became a foundational, neutral fabric to be matched with other fabrics and colors.

The appeal for Jeans, apart from the fact they weren’t complicated, was that it was a four-dimensional material. Time changed how it looked, and that became an added attraction.

Traditional, unadorned jeans still looked and felt special, and the eternal appeal of jeans matched with life in general.