Levis And Denim History- 1910-1960s

As Levis and denim grew in popularity at the turn of the century

, demand outweighed supply and the Strauss' needed to find a new denim mill. Competition from the South was causing their New England supplier to struggle. By 1915 it was buying most of its denim from North Carolina and by the 1920s Levi's waist overalls were leading the men's work pants market in America.

This only increased further in the 1930s, when the era of Hollywood westerns arrived, and Levi jeans became a high status fashion item. They were associated with the freedom and individualism of cowboys and the glamorous actors that played them. Heavy advertising spread their popularity across America and overseas, especially as stonewashed jeans became more and more popularity amongst youth demographics.

In the Second World War, American GIs were known to take their favorite jeans overseas for action, to keep them safe! Of course, for their leave weekends, they wore only their most prized stonewashed jeans to impress the ladies. Europe was soon to catch on to the stonewashing craze.

After the war, Denim pants became increasingly associated with leisure activities of American people. Zippers began to be used in the 50s, and jeans became associated with teenage rebellion. They were often seen being featured in films of the time, and banned from many schools and colleges.

During this same decade, the company began to export its products worldwide as word spread. This new youth market was reflected in the name 'jean' being formally adopted by Levi's in the 60s, as jeans flooded Europe and Asian markets, and became a symbol of youth, ideas, individuality and leisure. Much the same way America itself represented all of those ideals at some points in time.

by: James Cameroone

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