In 1841, Levi Straus, a native of the German town of Buttenheim, went to look for a fortune in the New World. After living in New York for 6 years, but without finding a gold mine, he decided to move to California. Entrepreneurial Levy took with him a solid piece of brown brown color, which he hoped to profitably “push” to the gold diggers on the platform. Sell penichos any failed. In the end, Levi waved his hand and listened to the advice of a friend, giving the wood to the tailoring workshop.
Of course, you will guess that the tailor smiled from this durable fabric. That’s right: a dozen of shatov. It is not surprising that the pants, which “do not tear – do not hesitate,” were divided into two bills. Inspired by the success, Levi didn’t get rid of when Parusin was finished, and immediately ordered the following pack from another, not less durable material, – the other. Sarah was invented in the French city of Nimes, therefore, denim fabric is also called “denim” (denim), which literally means “from Nime.” With the help of synthetic paint, the indigo color Levi changed the dark brown color to a more presentable dark blue, and the “Pants Livaya” (the name “Levy” sounded in English) was recovered even faster. Jeans they began to call only in the early 1930s – in honor of the cotton-trousers, which were worn in the sea sailors from Genoa. The first denim store “Levi Strauss & So” appeared in the capital of California, Sacramento. Soon his branches opened in San Francisco and other American cities. “Pants Live” cost 1 dollar 46 cents. The main buyers of jeans for a long time remained gold miners and miners. Levi tried to take into account the wishes of clients, and the quality of his trousers gradually improved. Gold miners, for example, have repeatedly complained that hard physical labor is quickly torn by hard physical labor. In 1873, Levi deposited iron rivets, which strengthened the corners of armenians. One hundred years ago, the assortment of the proposed models was extremely small: the same dark blue straight-cut trousers, with buttons on the belt. Belt loops only appeared in jeans in 1922. Haute couture or working clothes?
The star hour of jeans fell on the theme of the Second World War. The American government declared them a scarce commodity, first of all necessary for the workers of the military industry and the military (history, you can say, repeated: Napoleonic artilleryists wore rubber-colored trousers, loosely worn jeans, …). The real denim boom started after the war, when jeans became popular with both sexes and around the shops of the company Levi’s began to run hefty queues. But it would have been “Liya’s pants” that would have remained working clothes, a “denim fashion” or, more precisely, “fashion on jeans” would not have been a trace if it were not for hippies, rockers and other leading youths of the 50s and 60s. Jeans became their favorite “look” and for a couple of decades turned into an element of youth counter culture. Then the descent of jeans in the fashion kingdom began. Yes, and how it was possible to resist the flight of the fancy, seeing them at Marlon Brando or Elvis Presley? .. At the beginning of the 70’s flared trousers were temporarily blocked by hard pants from a lace. But in the 1980s, jeans were completely re-usable and again came into vogue. In 1980, the sensation occurred: Yves Saint-Laurent in the new collection of haute couture presented several models of the notorious “work clothes”. In the same year, the famous “Levi’s 501” were for the first time listed in the homeland of jeans in the advertisement of backing clothes. “There is nothing between me and my Calvin” – these words of 15-year-old actress Brooke Shields in the advertisement of Calvin Klein’s jeans added a halo of sex-napliness to them. Today in the world there are several thousand models of jeans. In addition to veterans “Levis”, the products of American firms “Lee”, “Guess”, “CK jeans” enjoy a well-deserved authority.