In a 1983 interview, Yves Saint Laurent said: "I have only one regret, that I did not invent jeans. They have character, modesty, sex appeal, simplicity—everything I want in my clothes." I totally share this view. For me, jeans are a key element in any wardrobe, a must-have. They ignore the seasons. Here's a look at a garment that has spanned more than six generations.
THE INVENTION OF THE FABRIC
Italians and French people both claim its origins. According to the Italians, it was invented in the 16th century in Genoa, where it was used by sailors and to make tents and ship sails. A blend of linen and cotton, it was dyed in a blue pigment bath, giving it the name "Bleu de Gênes", or "Blue Jean". For the French, it all began in Nîmes in the 18th century. A fabric factory there invented a strong blend of wool and silk, also used for tents and sails. The name "denim" comes from the location of this factory—"de Nîmes".
THE TROUSERS AS WE KNOW THEM
It wasn’t until 1873 that Levi Strauss and Jacob Davis teamed up in the United States and patented a super-resistant pair of trousers for workers, with copper rivets to reinforce the pockets. They used either Blue Jean or denim fabric. After the patent expired a few years later, other brands adopted the model—but still for workwear use only.
ITS RISE AMONG FASHION ICONS AND EVERYDAY PEOPLE
It was during the 20th century that jeans became a symbol of emerging cultures. First seen on screen rebels like Marlon Brando and James Dean in the 1950s, they wore classic fits that inspired models like the MARLON, the JOHN or the RELAX AUSTIN.
In the 60s, jeans became the uniform of hippies and protest movements. Women wore them too, demanding gender equality. Flared styles ruled—think bell-bottoms. I love the JOAN or the CARY for that spirit.
In the 80s, punks arrived with skinny cuts. You know I love them—they add a rock vibe to any outfit. I'd recommend checking out the NEW CRAZY or the GRUNGEMAMA DESTROY.
The hip-hop movement embraced denim in the 90s with oversized fits known then as baggy. Super trendy again this year—I’ve designed several models in that mood: the RITA, the SALMA, and the GARY with a balloon cut we adore.
In the 2000s, pop girls and it-girls also wore jeans religiously. From Kate Moss to Charlotte Gainsbourg to Britney Spears—you’ll see skinny styles like the BRAXTON and low-rise like the NEWCHILI.
THE GRUNGEMAMA JEAN
Today, jeans are universally accepted—across all ages and generations. Personally, they’re one of my all-time favorite basics. At Grungemama, I love playing with models and cuts, offering you a sharp selection of this fabric that shook up the fashion world over a century ago.
Grungemama is jeans, in a few words. Here, we produce our jeans in a factory that upholds high-quality standards. We carefully select each fabric based on the washes, distressing, brushing, and pleats it will go through—so your jean becomes your best ally, year after year. Together with my team, I also put a lot of thought into design. You'll find styles for every body shape and every occasion in our stores. Because I believe there isn’t just one perfect jean—but many. We won’t wear raw denim like we wear faded, black like white. Total looks or just a single touch—anything is possible. Beyond colors, it’s the cuts you can play with: baggy, so 90s, skinny, flare, bootcut, mom…
Definitely, Saint Laurent was right: jeans are a garment with soul—a piece with a thousand personalities, something to have fun with. Team denim forever!
