Denim In The 70s And Today

By the 70s, flares and bell-bottom jeans were the talk of all the lunchrooms in all

the high schools across the United States, with heavy marketing propaganda continuing to expand the reach and size of the market. Decorated jeans became an early craze in 70s America, making jeans the canvas material for expressing personality. Every free loving hippy in the United States was making their own stonewashed jeans and adding awesome flower, peace sign and marijuana leaf patches to them.

In the 80s, bleached, ripped, torn and faded jeans came into fashion, due in large part to the success and prevalence of hair metal. Guys like Vince Neil and Nikki Sixx of Motley Crew showed the world how to rock out in style but not have to worry about ripping your precious outfits while jumping around on stage. Well, not ripping them anymore than you already did purposefully to look like you belong to a hair metal band!

The toughness of denim, generally speaking, is the real key to its longevity and success. But it is also so incredibly flexible in terms of aesthetic. Whether dressing up for an evening at the clubs with Ron Artest to celebrate the Lakers' recent victory in the NBA Finals, or feeling oh so free on casual Fridays at your law firm, jeans are always the answer!

Over the years we've seen myriad denim jeans designers and manufacturers create entire ranges of clothing based on the material - with all shapes, finishes, embellishments and colors imaginable. The most common wash of denim is of course stonewashed. In fact it seems as though jeans will never go out of fashion, being as versatile as they are for both day and night wardrobes and with new fits being key looks for each season.

These days, a huge range of small boutiques are producing exciting new types of stonewashed jeans ranges - often focusing on either urban, sports, traditional or glamorous looks for both men and women. Some of the most exciting new brands are coming out of Asia, where denim manufacturers can get cheap child labor to make their overpriced garments, thus greatly increasing their profit margins (We'll cover ethics in the denim industry next week).

by: James Cameroone

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