News — history

THE DENIM HISTORY (part I)

THE DENIM HISTORY (part I)

“HE WHO LOVES ME, FOLLOWS ME”

(for Spanish version scroll down)

Until the 1930s jeans were strictly for working and were worn exclusively by country folk. They became respectable only in the 1950s when the Europeans began to import jeans from the Americans. In USA the pants’ social ascent began in 1847 when the 17-year-old Levi Strauss emigrated from his homeland Bavaria to New York to join his brothers ton run a goods store. As the California Gold Rush broke out in the 1850s he answered the call of the West, packing his bags with those famous bolts...