Jeans: one and a half century frantic success
Who could have imagined that a very young tailor, originally from Bavaria, would lay the foundations of world fashion trouser half a century ahead. And even more.
His name was Levi Straus. Seventeen years old, he left his homeland in order to settle in New York. But in the middle of the last century, the gold rush abandoned him in San Francisco, where tens of thousands of gold and luck seekers gathered.
Taking with him a solid reserve of the dam, he decided to sew tarpaulins for scorers. But soon he realized that he was not going to do this serious business. Another thing – durable working pants with reliable and roomy pockets for suburban.
Around 1860, another emigre intervened in the fate of jeans, this time tailor from Riga Jacob Davids. On the advice of a California stalier, he reinforced the backup seams with rivets. And he turned to Levi Strauss & Co. (Levi Strauss & Co) with such a proposal. A simple innovation almost immediately turned into impressive dividends.
But the question is: why “jeans” (in English jeans)? Where is this naming? The answer was found by linguists: in Genoa (in English, Janua) in XY-XY1 centuries. produced rough cotton cloth jean. The clothes from it were worn by the Genoese sailors.
In English, on a par with jeans, there is a denim, as in the French city of Nime they made (according to one of the versions – the included) a solid warmer and tire, which, with the XUP century, was installed in the New World. And the word “de-nim” then meant “Sarah from Nime.” As a rule, this fabric was painted with natural indigo blue.
In the 1860s, an orange appeared on the back of the jeans pockets.
line – it looked good on the blue fabric next to the copper studs. The head of the company came up with a well-known label: two horses driven by farmers try to rip jeans into which they are attached.
At the end of the 1880s, Livaz had a dangerous competitor from Canzas, Lee de Mariam, and in 1904, Blue Bell from North Carolina, founded by John Hudson. 43 years later, he worked out the hit of the rangler jeans market (Wrangler – “cowboy”).
Mature years Levi Strauss met with a millionaire, philanthropist and honorary citizen San Francisco. He died in 1902, and the company got to his capable nephew Jacob Stern, who continued the path of steady prosperity. In the late 1920s – a new take-off, which brought the denim jumpsuit “501”. The annual turnover of the company reached 4 billion dollars.
And even the most severe crisis of 1929 only strengthened its position: Americans drastically changed their lifestyle, forgot about their voyages to Europe, spent their free time on farms and in nature. And again, the denim clothes turned out to be very handy. Ten years later, the students are sick with jeans.
The second world war smelled the company European and world markets. According to the order of the military, it puts troops on uniforms. The worldwide popularity of jeans in hand with their fetishism. The idol of youth in exchange for superman from western is becoming a timid young blond with a clear look and certainly in jeans.
A little more time passes, and jeans already symbolize the protest of youth against bourgeois prejudices and values. Southern blacks, feminists and hippies are shown in jeans. The appliqué, the bahra, the embellishments of clams, badges, and simply the pictorial scuffs and holes go into play as a strongly acting epatage.
In 1977, half a billion pairs of jeans were sold. And suddenly, in the very beginning of the 1980s, there was a decline, which just as unexpectedly, since the mid-1980s, was replaced by an unprecedented rise.
And again, jeans in price. The elite buys them in fashionable shops, students and workers – on urban rulers.