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Brief History Jeans were once the preserve of work clothing and youth culture, today they have branched out to become a casual clothing garment which is worn by every age and social grouping. The selection of styles and brands has exploded to meet the requirements of consumers. Without a doubt, the styles and materials used have come a long way from the working garment that the original pair of denim jeans was intended for. Jeans were traditionally a manual working garment, or trousers (pants as the Americans like to call them) made from denim. Present today, the term jeans usually applies to a style of trousers, made from fabrics including cotton, suede, leather and corduroy. Denim was originally intended as a hard wearing cloth for outdoor work, such as cattle hands and construction workers. It was only in the 1950's when rock 'n' roll and youth culture started, that jeans became used as casual clothing. It is often assumed that denim jeans were invented by Levi Strauss. That assumption is erroneous, a thick cotton cloth known as dungaree was first used by sailors in Bombay, India. Jeans, in the form of trousers, were used in the navy of Genoa, Italy, when it was an independent city state. It's believed that the first denim fabric originated from Nîmes, France. Levi Strauss was, however, the man responsible for creating the first riveted jeans in the 1850's. Rivets helped reinforce the points of strain, so that jeans would not need to be repaired so often. Jeans now come in many styles such as,
Present Day The choice of jeans / denim garments on offer has expanded immeasurable. Gone are the days of four major brands dominating the market. Whilst Levi, Pepe, Lee and Wrangler continue to thrive, there are plenty of valid alternatives. And the demand for jeans has not dimmed one iota. On the high street, the likes of Levi and Wrangler have continued their practice of fixing their recommend retail price. As always, Levi cost in the region of £35-50, and Wrangler are ten pounds cheaper, because they know that in a two way fair fight they will come a distant second. What should not be underestimated is the jeans on offer from chain stores like Next, and Gap. Who, for the most part, have equaled the style and quality of Levi. Then you have the bargain basement chains, like Matalan, who offer jeans from only £6. And, who recently sold Calvin Klein jeans for just £20, when the rrp was £50. Whichever way you cut it, the consumer has never had so much choice, and such ample opportunities to find a bargain. Supermarkets and the Internet have also helped bring grey imports to the masses, which should not be confused with fakes. They are genuine jeans imported from foreign markets, like the Far East. The one problem with the Internet, and eBay in particular, is the proliferation
of fakes on offer. It is of paramount important to buy online from known
and trusted retailers. This can be achieved by researching before you
buy, from review sites etc.
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Jeans
