"Blue jeans reached a zenith in the 1980s when they drew the attention of major designers. Not only were blue jeans being glamorized, created in new styles, and marked with designer logos, but they were also being worn by the top fashion models and television stars of the day. The popularity of blue jeans skyrocketed."

Blue jeans have been an important article of clothing for several decades. They have risen from being clothes for workers to adorning the most beautiful of fashion models. They have gone from being a symbol of physical labor to one of pop culture and designer fashion. Many useful items have also been created through the recycling of worn out denim jeans. With such a profound history, what can the future hold for American blue jeans?

Denim material was first worn during the eighteenth century, largely due to successful trading practices and the plentiful production of cotton. The cotton material was produced to be durable. It was perfect clothing for physical laborers because it lasted longer and wasn't easily torn.

The nineteenth century saw the start of one of the most well-known producers of jeans in the world, Levi Strauss. Gold miners, fueled by the California Gold Rush, wanted clothing that would be tough enough to stand up to the physical demands of mining. Levi Strauss began a wholesale clothing business in 1853 in order to provide strong denim clothing to the miners.

The twentieth century saw blue jeans slowly become symbols of pop culture. The 1930s brought western movies and the American cowboy, who wore blue jeans on the big screen. Seeing many heroes wear blue jeans sparked their popularity. The 1950s fueled the desirability of jeans even more as they became synonymous with teen rebellion in movies and television. The 1960s saw the individualization of blue jeans as people began to experiment with different styles and decorations, such as patches, embroidery, and wild colors. Perhaps the most memorable designs from the 60s and 70s era were bell bottomed and hip-hugger jeans. Blue jeans reached a zenith in the 1980s when they drew the attention of major designers. Not only were blue jeans being glamorized, created in new styles, and marked with designer logos, but they were also being worn by the top fashion models and television stars of the day. The popularity of blue jeans skyrocketed.

That peak couldn't be sustained as the demand for more traditional styles of blue jeans decreased in the 1990s. This trend was largely attributed to the idea that young adults didn't want to wear "their parents' jeans" and were in search of other fabrics and styles with which to make their own fashion statements. Some name brands disappeared from the trendy market just as quickly as they came in. The majority of them made the mistake of not setting the trend, but rather mimicking it. You'll rarely see someone strolling down the street wearing a pair of Brooks or Converse sneakers nowadays simply because they were imitators and not innovators.

But some companies made a huge comeback. Adidas began flailing in sales at one point in the 90's, but it revamped its ad campaign, logo and image, and voila! It's back and better than ever before, although no one and I mean no one comes close to Nike.
Although Levi's has dominated the jean industry for as long as I can remember, other brands have come and gone. Do names like Jordache, Gitano and Sergio Valente ring a bell? Well, in 1982, the latter went out of production as the designer-denim craze died. Sergio Valente simply stopped production in 1982 and kept a low profile. But in May of 1997, Valente launched his jeans once again when editors, celebrities and specialty stores alike began demanding his product.
Soon celebrities such as Beck, Mariah Carey and the Spice Girls were spotted donning Sergio Valente jeans. Mariah Carey even wore her jeans in her popular "Butterfly" music video.

Based on the success of the women's line, Valente then launched a young men's collection in June 1999. The first product was officially offered in November 1999, just in time for the holiday season. Although it's quite rare for a designer label to make such a roaring comeback, stranger things have happened. Nevertheless, Levi's remains on top and its label is the one that you see on most people's denim-covered butts.

What does the twenty-first century hold for blue jeans? The early years saw blue jeans being reinvented as designer wear. Denim has also been utilized as fabric with which to make pillows, cushions, furniture throws, and other home decorations. Not surprisingly, since people have been recycling old denim jeans for years, turning them into seat covers, purses, and the ever-popular cut-off shorts. Producers of denim jeans continue to find more creative ways to market blue jeans while wearers can find almost any vintage or current style desired.

Blue jeans have transcended all boundaries, proving that they can be durable clothing for workers and chic designer fashions for models ­ a true staple of American fashion.