Evolutionof Jeans:
Jeans has been, and is animportant item of clothing for many decades. Denim garments came into existenceduring the 18th century, a time when there was abundant productionof cotton. During that period, it gained importance due to its aspects ofdurability, and not easily torn which benefited physical laborers much. Duringthe 19th century the garment was popularized by Levi Strauss, a wellknown name in the jean world. Denim clothing was manufactured by them forminers. 20th century brought jeans as a fad of pop culture. Western cowboymovies portrayed people wearing blue jeans. The 50s witnessed the clothbecoming a craze of the teen age population. Manufacturers utilized thesituation by coming up with innovative designs like new colors, embroidery andpatch works. During 60s and 70s bell bottoms and hip hugger patterns becamepopular.
It was during the 80s denimsstarted drawing attention of the fashion designers. New and glamorous patternswere created and were brought to lime light by popular models in commercials. Puffypants, puffy shoulder pads, and puffy hair became a style. In the 90s; itbecame one of the most sought after garment. To skim the cream of the denimmarket, manufacturers then, came up with various innovative ideas of using thedenim fabric like poodle skirts, caps, handbags etc. It was during that timethe denim sales skyrocketed. Currently the new millennium finds denim in eachand every home; worldwide.
Denimas a Fashion Icon:
From the place of normal clothing,denim has risen to be a fashion icon and is being adorned by fashion models. Ithas now become a symbol of modeling and modern culture. The metamorphosis ofjeans from a commodity to a fashion item happened during the 90s; whenjeans evaluated into a number of various other items such as jackets, shorts, skirtsetc apart from the normal pants. Earlier different models like hippiebellbottoms, and tapered legs, were popular. Current trend is all about varietyand views denim as an item with bold styles to keep pace with the fast tracklife style.
Average numberof denims apparels in a persons wardrobe
Be it a jean, jacket, skirt orany other product, the sprit of fashion lures the consumers to shop around fordenims. A fashion survey taken in US states that, on an average every Americanowns 7 to 8 pairs of jeans. (Chances are there, that it might be even more, andnot less) 86 percent of women in the age group 16 55 chose denim as theirfavourite garment. 84 percent of the fashion designers and shoppers see denimas their future. This is good news for people with an insatiable obsession fordenims.
Resurrection of Denim as a Fashion Brand:
Any fashion magazine will have pictures of the models wearing a pair of latest designers jeans. Todays generation give up spending money on other accessories only to save them for buying branded designer denims. What is the reason behind this inspired resurgence? The publicity given by celebrities is one. Celebrities are spotted wearing designer denim wears even for events where formal attire is normally expected. The tall blonde beauty, Gwyneth Paltrow; a renowned Actress, was seen wearing a pair of blue jeans to New York Fashion shows. Later on, the blue cult became so popular that is was even called as Gwyneth Jeans. Popular stars like Jennifer Aniston, Jennifer Lopez, Kate Hudson, Britney Spears, and Brittany Murphy spotted with jeans attires enriched the popularity of denim garments.
Denim manufacturers also play an integral part in this by constantly upgrading the market with new products. For instance, Levi Strauss launched its signature brand of jeans and Lee Cooper is considering the same. Arvind Mill has launched its Flying Machine and Raymond; its GAS, an Italian denim brand. Lee Cooper has introduced the Beatles Collection in association with British music. Branded jeans market is estimated to have an average annual growth of 30 40 percent.
Denim Trends:
The latest trend is the raw denim; jeans which has not been washed or treated with chemicals. They are virgin fabric that comes directly from the loom. These denims though stiff initially, expand later and conform to the wearers body becoming unique to the users shape. Boot legs and boot cuts are stylish and remain the all time favorite of men. The straight legged Zip fly is more preferred than button fly. Boot legged denims that touch the floor are mens favorite wardrobe collection. Slimmy jeans are fit and give a classic look to the wearer. Loose fitting gap jeans are preferred by both men and women. Selvage jeans come from special looms that use more thread to make heavier fabric that would not get torn easily.
There are light weight jeans that come with skinny legs that scrunch up. Back pocket zippers, button flaps, and colorful stitches attract people from a distance. Bell legged jeans combined with aqua wash is also in the market. Light weight jeans with multi-directional weave and detailed back pockets give an arresting look to the wearer. Skinny jeans in indigo and black shades, denim tops and jackets are most sought after by women. Washed denims present a casual mood with intellectual looks and magnetic persona that a women wishes to have. Now a days; denims are available in rainbow colors to satisfy the needs of the fashion savvy women.
Apart from the normal jeans, various other items like skirts, jackets, caps, wallets, shoes, handbags etc have also found their way into the fashion world as fashion accessories. Denim bags are fashionable, durable, and are popular among the clan of fashionable people. Pre-washed denim caps with buckled ribbon, look and loop tape along with logos and motifs embroidered are in vogue.
Price Range:
Jeans gives a stylish, trendy and lively look to the wearer. A pair of well designed quality material denim costs a minimum of $50 USD. Designer labels like Blue Cult, Seven, Joes Jeans, Pepper, etc are being specially manufactured and the retail price averages around $400 USD. And, people are also ready for the ransom. There is something called brand. Loose fitting gap jeans are available for one third price of designer jeans.
Denim has transcended the past decades and is still sustaining a lucrative market for itself. A garment once worn while doing tough physical work due its strength, and durability has now become a fashion item and is seen being worn by celebrities, and models; accompanied with pointed heels, and expensive tops. They come in all colors and are worn by people of all ages, at any occasion, place and time. Fads come and go, but the trend of denim is here to stay forever.
References:
3. http://www.hilary.com/fashion/denim.html
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