What Happened to Denim over Time?

1960's-1970s: Jeans became both more acceptable, a part of mainstream Western fashion, and also more diverse with the introduction of bell-bottom and psychedelic styles. Elsewhere in the world they were often viewed as symbols of Western decadence. In the Soviet Union they were extremely popular, and came to represent "the good life" of the West. Jeans were extremely difficult for Russians to acquire and travelers from the West would often carry with them a supply of American jeans to be exchanged on the black market for the local currency, rubles - getting a far better deal than by exchanging U.S. dollars at the official exchange rate.

1980's: Jeans gained extreme popularity and famous designers like Gloria Vanderbilt and Sergio Valente started their own denim labels. Stonewashed frayed jeans became the norm. Jeans labels promoted jeans as sexy. Memorable is the Brooke Shields TV ad, "Know what comes between me and my Calvins? Nothing." And yet the Chinese call jeans niuzaiku, ("cowboy pants,") indicating that in China, as elsewhere, jeans still have never lost their close association with American western movies.

1990's: Jeans lost ground in the fashion market, as young people resisted wearing the same style of clothing as their parents. New styles, cuts, and finishes were introduced. During this period, Lycra® was added to denim to improve fit and comfort.

2000's: Denim is hot yet again and is used to make everything from footwear, jackets, bags, jewelled cuffs and home accessories such as cushions and bed spreads. Jeans have made a come back and are a major fashion statement on the catwalk with big name designers Chanel, Dior and Versace.