Fashion fades but Denim Jackets are eternal.
Before we dive into our subject of the day, let's dig a little bit into the roots of this super loved piece of garment, shall we?
The denim jacket, or the origins of the sturdy cotton twill textile that gives it its distinctive texture: denim. The name itself hints at these beginnings, as “denim” is derived from “de Nîmes,” or “of Nîmes,” a city in the Occitanie region of southern France where the material was born.
A denim jacket, also called a jean jacket or trucker jacket, is a jacket made from the all time loved fabric, the and and the only - DENIM.
Introduced in the United States in the late 19th century, it has been a popular type of casual apparel worn by both men and women and has been described as an iconic element of American Fashion.
Back in the days, this particular fabric was considered to be resistant yet comfortable so much so denim quickly became the de facto material for explorers across Europe. It was so popular, in fact, that it caught the eye of an American businessman that would forever change the way we dress. Approximately ten years after he had invented the infamous and all time adored "jean" as a new type of work apparel intended for use by cowboys, miners and railroad workers, Levi Staruss made the Denim Jacket a staple garment for the American Fashion and for mankind, all over the world.
Denim would get another boost from Hollywood in the 1950s and 60s when filmmakers swapped out the western rebels for a new type of antihero: the young, handsome rebel without a cause. This spirit was embodied by James Dean in the namesake film as well as by the likes of Marlon Brando and Steve McQueen, broody hunks who typified a new masculine ideal of angst and distrust of “the man.” Oh, and yeah, they also happened to wear stylish denim jackets like, all the time.
The "Type III" denim jacket, introduced by Levis Strauss & Co. was born in 1962. It has been described as the Denim jacket "to rule them all". The King of the Denim Jackets also known as "the trucker jacket". Its design elements included a tapered style, welt hand pockets, and bar tacks which hold down chest pocket and sleeve openings. As with most “cool” trends, the denim jacket eventually entered the mainstream, becoming a closet staple by the 70s and 80s. Artists like John Lennon and Bruce Springsteen especially popularized the look, making it accessible for rockers and blue-collar workers alike. By that time, the denim jacket was an undeniably universal accessory, reproduced by everyone from Levi & Strauss to Wrangler, Calvin Klein, Tom Ford, Gucci, Dior, and more.
That was the very moment when people truly embraced and welcomed this casual piece of clothing, openly into their wardrobes.
In 2017, Google collaborated with Levi Strauss & Co. to develop a "connected" denim jacket described by Wired magazine as the "denim jacket of the future". The underlying technology, named "Jacquard," encompassed a processor, a built-in battery, and a special yarn that gave the bottom of the arm a sort of touchscreen functionality. The same year, New York fashion week featured several denim jackets, with The Guardian predicting that the denim jacket would "be everywhere in 2018". A second version of the Jacquard jacket, featuring an appearance closer to jackets without the technology as well as a lower price, was released in late 2019.
According to Levi Strauss & Co. the jean jacket has traditionally appealed to nonconformists as "a knock to the 'suits' of the world, its informal yet edgy heritage making it the ideal item. Today, Denim Jackets are part of our lives because they fit to so many aesthetics in terms of looks and styling, they fit people from different cultures, backgrounds and areas of the world, teenagers to adults. Basically what I'm trying to say is that there are "fashion items" and there are "fashion items that are inclusive" or if I might add "life-changing", articles that give a sense of a wholeness because they can be worn wherever, whenever. Because of this inclusivity, we aspired to create our very own Denim Jacket, a soldier of the King of the Denim created by mastermind Levi Strauss.
This only means one big fat thing and yes, we will state it here: