Why don't jeans ever go out of style?
This garment, so widely accepted and used throughout the world, still has its place 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, jeans are still so loved worldwide, we would find countless answers, because as we all know, jeans are one of those basics that can get us out of any trouble. . In all its variants, whether broken, faded or with patches, there is no doubt that they are an icon of 20th century fashion.
However, its design, image and meaning have been changing throughout history.
Initially they were used as a work garment by miners and sailors, to later, in the 1950s, become a symbol of rebellion and youth associated with the working class. Despite this, they began to become popular when icons such as James Dean, Elvis Presley or Marlon Brando began to wear them in public. This caused that in the 60s its use spread among the middle class. Likewise, American university students began to wear them during their protests as a sign of solidarity towards the working class, since it was the 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 an informal garment and increasingly used by men and women. This is why in the 90s, big fashion brands began to produce and market them in their stores.
Years later, rockers in skinny jeans, hippies in bell-bottoms or punks in ripped jeans ended up putting their mark on 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 most 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 closely linked to all those feelings and meanings that they awaken in people.