DENIM: The fabric that conquered the world
Its origin is unclear, but what is certain is that it has become one of the most popular and successful fabrics worldwide in recent decades. Since its creation, it has remained virtually unchanged, yet it continues to captivate us with its unique and timeless charm.
We know them by different names: jeans, blue jeans , denim, etc. A uniform of rebels and cowboys, an icon of the hippie movement, and a pop culture fetish. They have been, and continue to be, worn by all social classes, men and women, modern and classic, young and not so young. They are a versatile and enduring garment that practically everyone has in their wardrobe. The bottom line is that they represent an iconic and democratic texture with multiple cultural references.
Italians, French, and Americans all claim to have created it. What we do know is that it first appeared in the 1950s.
Some say it originated in the city of Genoa, Italy; others say it was in Nîmes, France. Gênes , the French word for Genoa, may explain the origin of the name "jeans ." In Nîmes, weavers attempted to reproduce the fabric of "jeans," developing a slightly different weave. Thicker and with a higher percentage of cotton, it was called denim , meaning "from Nîmes." Denim was considered higher quality and was used for garments such as blouses and overalls. Jeans, on the other hand, were primarily intended for the working class, factory workers, and prisoners, due to their durability. Later, another version appeared in Bombay, India, called dungaree , which quickly became popular in England.
Meanwhile, in America, these jeans became famous when a German immigrant named Levi Strauss, owner of a textile shop in San Francisco, joined forces with a tailor named Jacob David to create the renowned brand Levi's. Legend has it that Levi designed clothing for the gold miners of San Francisco, initially using the fabric from their tents, as they preferred to sleep outdoors. When his stock of tents ran out, he turned to French denim, adding copper rivets for durability and pockets for carrying tools.
The jeans boom is undoubtedly linked to figures like James Dean, who popularized them in his film 'Rebel Without a Cause,' and Marlon Brando. They became a symbol of rebellion and youth. In the 1950s, they were a key garment of the Greaser subculture; in the 1960s, they belonged to the Hippies; in the 1970s, to the Punks; in the 1980s, to Heavy Metal; and in the 1990s, to Pop. Changing their proportions and fits, today we find a wide range of options: flare, culotte, cigarette or skinny, straight, slim, palazzo or bell-bottom, bootcut, low-rise, mid-rise, or high-rise, etc.
The color of authentic blue jeans is called indigo, and it was achieved with a natural pigment traded from India. Today, different shades and finishes can be achieved through chemical washing processes. However, they have been criticized for their high water consumption throughout their life cycle (this includes water for irrigating cotton crops, their manufacture, and the numerous times they are washed by the consumer).
This garment is unlikely to disappear, but we can contribute to the environment by buying good quality jeans that last us a long time, instead of disposable versions.
If these jeans get ripped, we can repair or recycle them instead of throwing them away. They can even look cooler with patches and mending. Another good idea is to wash our jeans as little as possible. This not only saves water but also helps maintain the garment in better condition. That's how we came up with LUANA and LARA Jeans, which have become our best-sellers and are made from 100% recycled denim. What do you think?
