This garment so widely accepted and worn around the world still has its space in the wardrobe of any man or woman. But the question is, why?
Probably if we went out to ask what is the reason why despite the years the cowboys are still so loved worldwide, we would find many answers, because as we all know jeans are one of those basics that can get us out of any hurry. In all its variants, whether broken, faded or patched, there is no doubt that they are a fashion icon of the 20th century.
Now, its design, image and meaning have been changing throughout history.
Initially they were used as a pledge of work by miners and sailors, and later, in the 50s, they became a symbol of rebellion and youth associated with the working class. Despite this, they began to become popular when icons like James Dean, Elvis Presley or Marlon Brando began to show them off in public. This caused, that in the 60s its use extended among the middle class. Likewise, the American university students began to dress them during their protests as a sign of solidarity towards the working class, since it was the one most affected by the war and the one that suffered the most racial discrimination.
On the other hand, in the 70s and 80s, they became a garment for informal use and increasingly used between men and women. That is why in the 90s, big fashion brands started to produce and market them in their stores. Years later, the rockers with the tight jeans, the hippies with the bell-bottoms or the punk with the broken pants finished putting their sign of distinction in this garment.
In short, jeans are a garment that has accompanied us throughout history and as stated by Carolina Gadano, Marketing Manager of Levi's Argentina, Uruguay and Paraguay "The jean mainly democratized fashion: it is the garment more transversal that exists, it does not differentiate ages, social classes, sex or uses, it broke barriers and taboos. So the reason why jeans have survived over time is intimately linked to all those feelings and meanings that awaken in people.
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