The history of denim empire

The history of denim clothes, which has long received international status, has more than two hundred years. It is worn by men and women, rich and poor, young and middle-aged people. Jeans called the most democratic clothes because they are available to anyone, regardless of his social status and financial position. "Blue Wave" once the first swept America where jeanswear almost become a national, and then has reached the most conservative countries.

The birth of denim garments per se is associated with the year 1853. It was then, according to the legend, a young Jew Leyba Strauss, who later became the star of the fashion industry Levi Strauss, after his father was homeless and destitute. All that was in his possession - a piece of canvas. Having some skills in sewing, Leib began to travel to nearby gold mines and to offer all its services for making tents. "I do not need a tent, but from sturdy pants I would not mind," - he said one worker. And then Leib, ie Levi, struck a brilliant idea - he offered a casual acquaintance of his pants to get rough but sturdy canvas.

Satisfied customers lead to the future magnate denim industry as new customers almost all their comrades in the shop. And then in the power of word of mouth worked, and a year later became the owner of Strauss's own sewing workshop in San Francisco.

How did Levis

Corporate indigo for its products Levi also invented himself. He was a good businessman and quickly realized that it is economically profitable to sew pants are not made of canvas, and from cheaper blue serge, which were brought from the French city of Nimes. Thus arose the name "denim", which translated from French means "from Nimes."

Subsequently, Strauss appeared companion named Jacob Davis - the inventor of the famous metal rivets. Together they began to enthusiastically develop empire Levi Strauss & Co, one for short resolutely renamed Levis.

They say that three of jeans homeland. First - America, the second - France, and the third - Italy. Bales with denim in the United States were taken from the port of Genoa, and the stamp on huge packages of company employees Strauss and Davis read the local way: instead of «Genoese» they pronounced «Jeans». Strauss himself this word did not like it.

Denim metamorphosis

The rebirth of the concept of jeans wear experienced in the XX century: denim began to sew just about anything and for all. These global brands like Wrangler, Ralph Lauren, Mustang, Lee, Blue Bell, Pepe Jeans, Dallas and other denim "pro" began to sew from the universal fabric everything: pants, overalls, jackets, vests, skirts, dresses, sundresses, shirts , jackets, hats Headgear: the variety of fashion accessories   and so on. There was a textile shoes denim, and he himself has undergone significant changes. Indigo has ceased to be decisive, it pushed most incredible shades from dazzling and "acid" to the delicate and pastel. A separate chapter in the history of denim clothing should be devoted to hit the nineties - boiled denim.

Prominent couturiers often competed in the ability to do things in a democratic dzhinsovki luxury. High prices has always differed from the collections of jeans wear Dolce & Gabbana and Armani. Guinness World Records achievement immortalized by Italian fashion house Gucci - ripped jeans with feathers, sequins and appliques sold for 3134 dollars. But this record was soon broken by other brands: in 2009 introduced Escada jeans, generously embroidered with crystals Swarovski, fashion experts estimated at ten thousand dollars. But the last word was still a pioneer of the genre of jeans: Levis company acquired at an auction e-Bay trousers own production, stitched in the eighties of the XIX century. They did not differ in any external delights, but, nevertheless, their final cost was more than forty-six and a half thousand dollars.

Sense of Style

How to renowned fashion designer may try to turn denim into a stronghold of glamor Glamour - the charm of bad taste We should not forget that historically it has emerged as clothing for workers. If denim outfits meet the criteria of practicality and convenience, this does not mean that with the same success they may meet the criteria of aesthetics. Evening dresses dzhinsovki, iridescent sequins - this is overkill. In the same way, perhaps, it would be possible to restore luster to the usual "Zaporozhets" and give his supercar.

Despite the fact that the jeanswear versatile and goes well with things from different materials, the experts do not recommend the style of her fetish. Attractive and stylish looks just the kind of person who always finds his way of something unexpected. A denim every day, albeit in different variations - rather boring concept. Here it is necessary to speak not about style but about the diagnosis.

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