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Fewer jeans were made during World War II, but were introduced to the world by US soldiers, who sometimes wore them off duty.

By the 1960s, both men’s and women’s jeans had the zipper down the front. Historic photographs indicate that in the decades before they became a staple of fashion, jeans generally fit quite loosely, much like a pair ofbib overalls without the bib. Indeed, until 1960, Levi Strauss called its flagship product “waist overalls” rather than “jeans”.

After James Dean popularized them in the movie Rebel Without a Cause, wearing jeans became a symbol of youth rebellion during the 1950s During the 1960s the wearing of jeans became more acceptable, and by the 1970s it had become general fashion in the United States for casual wear.

Examples of intentional denim distressing strictly to make them more fashionable can be seen as early as 1935

Michael Belluomo, editor of Sportswear International Magazine, Oct/Nov 1987, P. 45, wrote that in 1965, Limbo, a boutique in the New York East Village, was “the first retailer to wash a new pair of jeans to get a used, worn effect, and the idea became a hit.” He continued, “[Limbo] hired East Village artists to embellish the jeans with patches, decals, and other touches, and sold them for $200.

In the early 1980s the denim industry introduced the stone-washing technique developed by GWG also known as “Great Western Garment Co.” Donald Freeland of Edmonton, Alberta pioneered the method, which helped to bring denim to a larger and more versatile market. Acceptance of jeans continued through the 1980s and 1990s. Originally an esoteric fashion choice, in the 2010s jeans may be seen being worn by people of all genders and ages.

  • happy saturday, babes! Weekend muse, @jenkhawkins in the driftwood dress
  • it’s better in the desert 🌵 📷: @midcenturymag
  • (CLOSED) GIVEAWAY ☀ We’re kicking off our exclusive graphic tee collab with @prismboutique and giving THREE lucky winners a chance to win a tee of their choice! Shopping in-store? The first 10 tees purchased at each @prismboutique location will come with a FREE Amuse tote! 
To enter:
1. FOLLOW @prismboutique + @amusesociety,
2. LIKE this photo, and 
3. COMMENT with your fave design!
Winner announced on this post and via our stories on 4/19. No purchase necessary. 18+ U.S. residents only, please. This giveaway is not sponsored or affiliated with Instagram. Good luck, babes!
  • here for a good time 💋 we teamed up with a boutique we love, @prismboutique to create a collab collection of graphic tees, available only at @prismboutique online & in store and @amusesociety online || muse @danielleebrownn wearing the Good Time Tee - AVAILABLE NOW!
  • top it off with an @amusesociety x @greenpacha handwoven hat | new #playaplaya styles added
  • muse mood | @danielleebrownn wearing the fina jumper

Instagram @ amusesociety