VOL. XVI, NO. 7
JANUARY 31, 1975
Blue Jean Fad Still Going Strong
By PEGGY BURCHARD
What are blue jeans? Where aid these popular trousers originate?
Blue jeans were conceived in the dusty wilds of California during the gold rush. Mr. Levi Strauss picked some cotton, colored it, and sewed it together. He called this new garment jeans.
The public immediately disliked these new pants. They were undoubtedly a sign of being poor. The country folk who wore them were looked down upon by the rich city dwellers.
Blue jeans came to be known nationwide when settlers from the West brought them to the North and the South.
In California right around 1859 the first Levi Strauss Company was opened. The demands for blue jeans were coming from all across the nation.
The first pair of new straight legged jeans sold for $.50. In 1875 the price was raised to $.85. Today you can't buy a pair for less than $9.
For the past 100 years blue jeans have been going in and out of style all over the world.
What are blue jeans? Where aid these popular trousers originate?
Blue jeans were conceived in the dusty wilds of California during the gold rush. Mr. Levi Strauss picked some cotton, colored it, and sewed it together. He called this new garment jeans.
The public immediately disliked these new pants. They were undoubtedly a sign of being poor. The country folk who wore them were looked down upon by the rich city dwellers.
Blue jeans came to be known nationwide when settlers from the West brought them to the North and the South.
In California right around 1859 the first Levi Strauss Company was opened. The demands for blue jeans were coming from all across the nation.
The first pair of new straight legged jeans sold for $.50. In 1875 the price was raised to $.85. Today you can't buy a pair for less than $9.
For the past 100 years blue jeans have been going in and out of style all over the world.
In the early 1950's blue jeans were once again in style. The 50's saw teenagers dressed in T‑shirts, saddle shoes, bobby socks, and rolled up blue jeans. Teens wanted their own look and rebelled against fashion designers who produced only imitation jeans.
The 60's introduced the Beatles and changed the look of "the all‑American teenager" from riches to rags. High School students wanted to follow their idols and chose blue jeans for their everyday attire. Levi sales haven't stopped rising since.
In 1972 the Levi Strauss Company in Pittsburg sold approximately 115 million pairs of pants. In August of 1973 sales were recorded at 122 million and still rising.
Blue jeans have come a long way since 1850. They have been worn by ladies and gents at political conventions, fancy restaurants, presidential balls, and even to church.
Blue jeans have been imitated, amputated, tolerated, downgraded, bleached, inherited, and recycled. They are marveled at by tens of millions of people who are amazed at their durability.
Bill Blass, New York fashion designer, says, "Blue jeans are the best cut trousers of all time.''
The 60's introduced the Beatles and changed the look of "the all‑American teenager" from riches to rags. High School students wanted to follow their idols and chose blue jeans for their everyday attire. Levi sales haven't stopped rising since.
In 1972 the Levi Strauss Company in Pittsburg sold approximately 115 million pairs of pants. In August of 1973 sales were recorded at 122 million and still rising.
Blue jeans have come a long way since 1850. They have been worn by ladies and gents at political conventions, fancy restaurants, presidential balls, and even to church.
Blue jeans have been imitated, amputated, tolerated, downgraded, bleached, inherited, and recycled. They are marveled at by tens of millions of people who are amazed at their durability.
Bill Blass, New York fashion designer, says, "Blue jeans are the best cut trousers of all time.''
