In the early 1920s, blue jeans were first worn on screen by cowboys in Hollywood movies. Jeans became glamorous on stars like John Wayne, Gary Cooper, and iconic actresses such as Ginger Rogers and Carole Lombard, breaking down gender norms.

Then, in the 1950s, jeans became rebellious, worn by Marlon Brando and James Dean, and cool among rock stars. In the 1960s, they were embraced by hippies, and in the 1970s, they represented the working class and social struggles. Jeans have become a powerful symbol of cultural and social change throughout the decades.

Today, denim is ubiquitous, found everywhere from the runways of high fashion houses to vintage Levi’s in thrift stores. Jeans come in all styles, from flared to skinny, high-waisted to low-rise, and in a variety of washes, including light, dark, and colored.

Precursors of the now famous stonewash, an industrialized wash process by the brand in the 1970s, Marithé and François Girbaud are an obvious reference in the denim saga and the assertion of its style. Designers, technicians, stylists, the couple democratized jeans in Europe and in France by making them more adapted in terms of cut, style, materials, and colors.

The duo created a cult denim brand. Denim emerged at the beginning of streetwear that rappers were snatching up in the 80s and 90s, like Tupac Shakur or Kris Kross on the cover of Jump.

Indeed, many brands are working on and strengthening their transition towards a more sustainable and ecological production. They produce less and recycle more, use cleaner and more sustainable raw materials, or innovative and less polluting techniques such as laser washing. But there is still a long way to go for denim to become a flagship product of eco-responsibility. So let’s keep moving forward!