Denim an honest, substantial and unpretentious fabric
Those designer jeans your are wearing can trace their origins to humble working men
Denim is seen as an honest fabric, both substantial and unpretentious. So how did this utilitarian fabric become the stuff of legends? Whether it is highstreet, high-fashion or luxurious designer denim, there are few people who don’t have a pair of denim jeans in their wardrobe. In the beginning, denim was called “serge de Nimes” and originally made in Nimes, France. The word was soon shortened to denim.
The fabric was originally used by workers, who wore denim clothing because it was durable, extremely strong and perfect for their daily jobs. In the 1800s, American gold miners wanted clothes that were strong and did not tear easily, and this is when the brand Levi Strauss was created to supply the demand.
The 1960s saw university students, hippies and “peace and love” anti-war flower children customising their denim jeans with embroidery and painted
psychedelic images. In the 21st century, premium denims command high
prices in an increasingly discerning market.
lives on and artisans continue to weave their textiles on vintage looms,
meticulously using techniques passed down through generations.