NEW WISTERIA LANE

JEANS

Jeans are a type of pants or trousers, typically made from denim or dungaree cloth. Often the term "jeans" refers to a particular style of trousers, called "blue jeans", which were invented by Jacob W. Davis in partnership with Levi Strauss & Co. in 1871^[1] and patented by Jacob W. Davis and Levi Strauss on May 20, 1873. Prior to the Levi Strauss patented trousers, the term "blue jeans" had been long in use for various garments (including trousers, overalls, and coats), constructed from blue-colored denim.^[2] "Jean" also references a (historic) type of sturdy cloth commonly made with a cotton warp and wool weft (also known as "Virginia cloth"). Jean cloth can be entirely cotton as well, similar to denim. Originally designed for cowboys and miners, modern jeans became popular in the 1950s among teenagers, especially members of the greaser subculture. Jeans were a common fashion item in the 1960s hippie subculture and they continued to be popular in the 1970s and 1980s youth subcultures of punk rock and heavy metal. Nowadays, they are one of the most popular types of trousers, especially in Western culture. Historic brands include Levi's, Lee, and Wrangler.

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Worldwide market for jeans

North America accounts for 39% of global purchases for jeans, followed by Western Europe at 20%, Japan and Korea at 10% and the rest of the world at 31%.[36]

United States consumers spent more than US$14 billion on jeans in 2004 and US$15 billion in 2005.[37] US consumers bought US$13.8 billion of men's and women's jeans in the year that ended 30 April 2011, according to market-research firm NPD Group.[38]

Jeans in the USSR

This section needs expansion. You can help by adding to it. (July 2015)
In the Soviet Union, jeans were the symbol of the Western way of life. The "jeans fever" in the USSR started in 1957 during the World Festival of Youth and Students.[39] According to a 1961 Russian textile dictionary, jeans were initially referred to as a "worker's uniform" (рабочий костюм, rabochii kostyum).[40]

The jeans brand Rokotov and Fainberg is named after the defendants in the Rokotov–Faibishenko case, who were executed for, among other things, trafficking in jeans.[39]

Although not outright banned, jeans were hard to come by in USSR. It was seen as a symbol of rebellion by the Soviet youth who wanted to emulate the style of film and rock stars of the West. The Soviet government resisted supplying the market with jeans as that would mean responding to the market, a capitalist principle.[41] People went to great lengths, sometimes resorting to violence and other illegal activities to obtain real Western made jeans. This led to the creation of black markets and bootlegging of jeans, which since has become an important cultural element in the history of the Soviet Union.

Market-share shift to activewear

In 2014, teens were buying more fashion and athleisure clothing from brands such as Nike and Lululemon over denim classics from brands like Abercrombie & Fitch.[43] Activewear in 2014 comprised 28% of teens' apparel purchases, up from 6% in 2008. In 2014, Nike, Lululemon, Under Armour, and Adidas were the most popular brands for athletic apparel among teen consumers. Fashion retailers have begun to adjust their offerings accordingly. Bloomberg reports that Levi's, which is the world's most iconic denim company, stuck to its core product (denim) instead of adapting to consumer trends. As a result, Levi's sales decreased from over USD 7 billion to USD 4.8 billion in 2015.[44]

Distressed jeans

Distressed denim emerged from the cultural punk movement in the 1970s. Early punks tore apart consumer goods as an expression of their anger towards society.[45] Johnny Rotten of the Sex Pistols manifested the British punk ideology, which was fighting against the status quo. Denim became a key target of this politically fueled deconstruction, with both men and women donning torn pants and jackets, accessorized with safety pins and slogans. The trend became popular again in the 1990s with the emergence of grunge fashion. If punk was "anti-fashion", grunge was "non-fashion". The grunge youth wore loose-fitting ripped jeans, flannel shirts or woolen Pendletons layered over T-shirts. Their anti-conformist approach to fashion led to the popularization of the casual chic look, a trend which continued into the 2000s.

Low-rise jeans

Media reported in 2017 that the trend of low-rise jeans, famous in 1990s and 2000s as sagging, was coming back in fashion due to celebrities like Justin Bieber endorsing it.[46] Low-rise jeans are usually worn 2-3 inches or more below the navel.[47