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From Gene Autry to James Dean to Marlon Brando, denim-clad movie stars strutted their stuff across the silver screen in the 40s and 50s. What was once the uniform of the working class became the hallmark of the cowboy, the rebel, and the wild one. Blue jeans, or ‘Levi’s’ as they came to be known, were cool. Cool, at least, with the affluent, post-World War II youth market in the U.S. The Levi’s fad caught on with all factions of the national student body, and complemented almost every teenage style—greasers flaunted T-shirts, motorcycle boots and leather; preppies sported button-down shirts and penny loafers; and girls slipped into tight sweaters and saddle shoes. The fact that some schools banned blue jeans, and that many parents disapproved of them, only added to their outlaw allure for the younger generation. This rebellious image continued to serve Levi’s well during the social upheaval of the 60s, as blue jeans pervaded the wardrobe of the country’s protesting youth. And the baby boomers didn’t stop wearing Levi’s as they graduated from college, or got married, or got a job; jeans entered the mainstream in the 70s, a legacy of an American cultural revolution that brushed aside the customs of an earlier, more rigid era. In 1977, Levi Strauss & Co. produced its billionth pair of denim trousers, and was the largest apparel manufacturer in the world. Today, denim is considered appropriate attire for both men and women in all but the most formal of situations; we commonly see blue jean-wearers in restaurants, theaters, office buildings, and even churches. Author Ed Cray offers some reasons for the popularity and staying power of blue jeans:
It seems certain that durability and versatility are factors that sustain growth in the jeans market. But for how long? Levi Strauss & Co. lost market share in recent years, sliding from 31% to 17% of total sales, to competitors like Tommy Hilfiger, Diesel, Old Navy, and to long-time adversaries, Lee and Wrangler. Baggy pant styles and spandex-blend fabrics have won the affection of teenagers, who perceive Levi’s as clothes for, you know, old people. In a world increasingly driven by technology, cultural and economic modes evolve at an ever faster pace. Perhaps succeeding generations will be outfitted like some valiant crew member of the Starship Voyager, wearing an as yet undiscovered synthetic material even more resilient and comfortable than denim. The young fortune hunters that now journey to Northern California arrive with dreams of innovation and success in the hi-tech industries of the Silicon Valley. Engineers and computer scientists from all parts of the globe are drawn slightly south of San Francisco by tales of stock options and BMWs, Oracle and Napster. These modern day pioneers share an enterprising nature with the early Gold Rush settlers, and continue a tradition of California, the largest state in the Union, on the forefront. And what's the uniform of choice for the Silicon Valley workforce? Why, jeans and a T-shirt, of course. Bibliography: |
