Denim Meets the 21st Century

History

American Fabrics magazine predicted back in 1969 that denim would become a fashion statement for many occasions when it said, “What has happened to denim in the last decade is really a capsule of what happened to America. It has climbed the ladder of taste.”

Today, millions of people wear jeans to work, where the suit once ruled. Looking back, we know hat the very first people to wear Levi’s ® jeans worked with pick and shovel. Though our tools are now pencils, paper and computer keyboard, we have been moved to wear the same thing: denim jeans.

Born in Europe, denim’s function and adaptable form found a perfect home in untamed 19th century America with the invention of jeans.

Denim gives us a little bit of history every time we put it on.