Blue Jeans

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Blue Jeans

Fred Davis’s article, ‘Blue Jeans’, follows the evolution of jeans and the social symbolism attached to them from when they were first fashioned about seven hundred years ago to their current status. The author writes that initially jeans were made by Levi Strauss for gold miners and outdoor laborers who were involved in physical labor. In the 1960’s, however, the perception towards jeans changed and people started viewing them as clothing items that could be worn for leisure, casual occasions and comfort instead of just physical labor. They became more popular and were worn universally. There after trends for making jeans more stylish and popular came up to fulfill different symbolism. While in the previous years, a good fit did not matter; jeans manufacturers started producing jeans that were more fitting and had different styles on them such as fading and fringing, embroidered, designer labels among other trends. They also produced feminine jeans and skirt jeans for women as opposed to the previously masculine ones. Fashion therefore creates a distinction of status.

Jeans underwent change from a garment that was associated with work to one invested with many of the symbolic attributes of leisure, ease and the outdoors1. Major sales and public relation campaigns were carried out by jeans manufactures to convince people that they were suitable for everyone and many different occasions2. It enabled them to gain worldwide popularity.

However, fashion and social status came into play to change the declaration of equality and fraternity projected by an unmodified blue jean3. This led to customization of jeans to fit different groups with one pole continuing to emphasize blue jeans symbolism of democracy, utility, classlessness and the other seeking to reintroduce traditional claims to taste, distinction and hierarchical division4. Fringing and fading of jeans was done to evoke a kind of poor look while labeling, ornamentation and eroticization were done to show taste, distinction and class. These were usually more expensive. Fashion therefore creates the distinction of social status and class5.

Notes

1Fred Davis, “Blue Jeans.” In Signs of Life in the USA: Readings on Popular Culture for Writers (New York: Bedford/St. Martin’s Press, 2006), 101.

2Fred Davis, “Blue Jeans.” In Signs of Life in the USA: Readings on Popular Culture for Writers (New York: Bedford/St. Martin’s Press, 2006), 102.

3 Fred Davis, “Blue Jeans.” In Signs of Life in the USA: Readings on Popular Culture for Writers (New York: Bedford/St. Martin’s Press, 2006), 103.

4 Fred Davis, “Blue Jeans.” In Signs of Life in the USA: Readings on Popular Culture for Writers (New York: Bedford/St. Martin’s Press, 2006), 104.

5Fred Davis, “Blue Jeans.” In Signs of Life in the USA: Readings on Popular Culture for Writers (New York: Bedford/St. Martin’s Press, 2006), 106.

Bibliography

Davis, Fred. “Blue Jeans.” In Signs of Life in the USA: Readings on Popular Culture for Writers, 5th edition (New York: Bedford/St. Martin’s Press, 2006), 101-108