From its humble beginnings in farmhands’ overalls, denim’s popularity has sky rocketed through the decades as it increasingly became the go-to fabric of choice for everyone – from cowboys to rock stars and beyond. But denim isn’t just covering the backs of celebrities and socialites, it’s made its way into the wardrobe of every day folk, too. We are all celebrating the evolution of denim styles. In this article, we explore the trendsetting style icons who shaped denim throughout the decades, from the 70s and beyond.

1. ‘Jeans’: A Historical Journey

The origins of jeans date back to the Italian city of Genoa, Italy, in the late 19th century. Its production was pioneered by Jacob W. Davis and Levi Strauss. Levi Strauss sought to create a sturdy pair of pants suitable for prospectors during the California Gold Rush. He designed a set of trousers with reinforced pockets, rivets, and heavier fabrics to withstand the rugged conditions the prospectors worked in. The key feature to make this fabrication possible was the invention of the rivet.

These pants quickly became associated with the Italian city of Genoa and their name shifted from ‘Genoese’ to ‘jeans’. From here, the rest of the world started to become familiar with the use of jeans.

• 1950s and 1960s – Jeans started being seen as a fashion statement. They become popular with the youth and an alternative to their parents’ strict fashion codes.
• 1970s – Utility and fashion collide. Patches, shredding of fabric, and fraying give jeans their grungy look.
• 1980s – Acid wash jeans become increasingly popular.
• 1990s – Low-rise jeans, stone wash, and even lighter fabrics emerge.
• 2000s-Present – Skinny jeans become the most popular look for men. Low-rise jeans and bootcut jeans remain popular choices for women.

Jeans are now one of the most popular garments of clothing around the globe, and its growth shows no signs of slowing down. It has become essential to many people’s everyday lifestyles, and has a rich, vibrant history which is only continuing to grow.

2. A Look at Iconic Denim Style Evolutions

From gingham to patchwork designs, from flares to tailoring and from bright colours to classic blues – the evolution of denim takes us on a journey through different styles and trends. Let’s take a look at some iconic ensembles through the decades.

The 1980s: Acid Washed and Flower-Power

Ah the ‘80s. A time of excess, high collars, and undeniably cool denim. Denim skirts, denim jackets, and of course jeans – all featuring colour-contrasting stitching, patchwork and daringly bold acid-washed designs. But what made ‘80s denim fashion so undeniably excellent was its mismatch of acid wash and bold prints like flowers and polka dots.

The 1990s: The Bleached and Shredded

In the ‘90s our wardrobes we were filled with slim (sometimes tapered) fits, high waisted jeans, cropped jackets with embellishments, and – of course – lots of bleached denim. This was the decade when denim-on-denim first became popular. To complement our acid-washed jeans we turned to ripped patches, shredded hems and frayed edges.

The Early 2000s: The Low Rise Look

As the 2000s rolled in, so too did the ultra-low-rise jeans. Women pumped up their jeans with belt loops, embroidery, bedazzlement, and – if you were brave enough – spandex. To match their jeans, classic denim jackets we reinvented to showcase ripped patches, sleeve cuffs, and scarves knotted into the neckline. To top it all off – cowboy boots.

3. Denim Icons of the 70s, 80s, 90s, and Beyond

From Farrah Fawcett to Cindy Crawford, denim jeans have been a staple of style icons for decades. The 70s, 80s, 90s, and beyond have all had their denim moments, and the following champions of denim prove that sometimes a simple item of clothing can be a statement of power and influence:

• Marlon Brando: In the 1951 film ‘The Wild One’, Brando played a rebel on a motorcycle who wore jeans throughout. The film was a box office hit, and Brando became an icon of counterculture.
• Mick Jagger: The Rolling Stones frontman became indelibly linked to denim when the band released their album ‘Sticky Fingers’ in 1971. Jagger’s iconic pose of a hand shoved into the pocket of blue jeans appears on the album cover.
• David Bowie: Bowie championed bleach-spattered, slashed and torn jeans in his 1976 ‘Station to Station’ album. From then on, Bowie’s style reflected a ‘more is more’ approach that celebrated punk and new wave.
• The Beastie Boys: The Beastie Boys made bleached jeans and rip-holes popular in the ’80s, and wore them constantly in their music videos and tour performances alongside their trademark oversized T-shirts.
• Kurt Cobain: Cobain of Nirvana fame immortalized the ‘grunge’ look in the ’90s. His skinny jeans in a variety of colors, paired with everyday T-shirts and cardigans, became a hallmark of his style.

The impact of denim icons on fashion is long-lasting, and jeans are one of the pieces of clothing we can’t imagine life without. From teens to adults, people of all ages now feel comfortable wearing jeans, no matter the occasion. As such, denim has become an item of clothing that is truly timeless.

4. From ‘Normcore’ to ‘Western Style’ – An Evolution of Denim Trends

Denim has become a fashion staple for these past decades, seeing several transformations according to taste and trends. From a normcore staple to a western inspired fashion, denim outfits continue to take up the wardrobe of people everywhere.

Skinny Jeans – We go back to the 90s when skinny jeans became all the rage, pushed by hip-hop fashion. With different colors and textures to choose from, the skinny jeans look comfortable yet stylish and continue to remain a trend to this day.

Distressed – Punk rock and grunge styles made distressed jeans a major statement in the fashion world. Torn fabrics, mixed with laces and different embellishments make up this edgy look.

Western-style – The wild wild West has reinvented denim fashion, thanks to the trend of embroidered and bedazzled denim ensembles. Cowboy boots, jackets and jeans often come decorated with patches and stones, making these looks a real statement.

• Multi-patch models
• Embroidered jeans
• Fringed denim

The last few years have seen a major return of western-style denim on the catwalks. From multi-patch models to embroidered jeans, fringed denim jackets and jeans with stones, the wild western has revolutionized denim once more. Whether you’re seeking an edgy, tough look, something comfortable and casual, or elegant and fashionable, denim has it all for everyone’s needs.

Today, denim has come full circle and is the go-to choice for style icons from every decade. Denim has stood the test of time and is going nowhere soon. Remember that next time you’re picking out your weekend outfit – denim is here to stay.