The Era Of Freelove And High Fashion

The 60’s saw the casual blue jeans being embraced by the hippie culture of freelove and youth, with customized jeans becoming popular. Blue Jeans also became a way to illustrate gender equity.

The fashion industry took notice of the denim phenomenon in the late 70’s, with Calvin Klien pioneering blue jeans on the fashion runway. It ran provocative advertising to attain mindshare, and catapulted denim to become much more than casualwear, desirable by both men and women.