From their practical beginnings to ubiquitous items as comfortable in the world of high fashion as they are as an everyday throw-on, jeans are a key icon in American pop culture. In his cultural history of jeans, James Sullivan terms them “the American uniform.” Check out some stats that testify to their enduring popularity here.

Levi Strauss’ story appeals to nostalgic notions of the American Dream, with its connotations of innovation and entrepreneurship as well as an egalitarian attitude to clothes. Read more about this moment of vision here.

In an industry that is constantly changing in response to trends, for many jeans appeal on a cultural level whilst maintaining a sturdy image of comfort and durability. For many, Levi’s is still the original cowboy brand – see the company timeline in full at this site.

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