JEANS: EVERYTHING YOU NEED TO KNOW ABOUT THIS FAMOUS PANTS
Jeans: A Love Story
Yves Saint Laurent said in a 1983 interview: “I have only one regret, that of not having invented jeans. They have character, modesty, sex appeal, simplicity—everything I want in my clothes.” I completely agree with this assessment; for me, jeans are a key element of any wardrobe, an essential item to have in your closet. They transcend seasons. Let's take a closer look at this garment that has spanned more than six generations.
The invention of fabric
The Italians and the French have a bit of a disagreement about this. For the Italians, it was invented in the 16th century in Genoa, where it was the fabric used by sailors but also for making tent canvas and ship sails. A blend of linen and cotton, it is dipped in a bath of blue pigment, which gives it its name "Genoese Blue," or "Blue Jean." For the French, it was in Nîmes in the 18th century. In a fabric factory, an ultra-resistant blend of wool and silk was invented, which was also used to make tents and ship sails. The name "denim" therefore comes from the location of this factory, "in Nîmes."
Trousers as we know them
It wasn't until 1873 that Levi Strauss and Jacob Davis joined forces in the United States and filed a patent for ultra-durable work trousers, featuring copper rivets to reinforce the pockets. They used Genoa blue or denim for this garment. The patent expired a few years later, and other brands adopted the design, but still primarily for professional use.
Its appearance among fashion icons and in the wardrobe of the average person
It was during the 20th century that jeans gradually became the emblem of emerging cultures. First among the rogues of the big screen like Marlon Brando or James Dean in the 50s, with very classic cuts that can be found for example in the MARLON model or the JOHN or the RELAX AUSTIN , which I designed by drawing inspiration from these classics.
In the 1960s, it became the uniform of hippies and other protest movements. Women also wore it, demanding gender equality. At that time, we saw the rise of flared, bell-bottom styles; in this spirit, I love the JOAN or the CARY .
Then came the '80s and the punks arrived with their skinny cuts. You know I love them; I think they add a rock 'n' roll edge to any silhouette. For this style, I recommend checking out the NEW CRAZY or the GRUNGEMAMA DESTROY.
It was the hip-hop movement that took over the internet in the 90s with its oversized cuts, known at the time as baggy. Ultra trendy this year, I've designed several models in this style: the RITA , the SALMA , and the GARY, with a balloon cut that we love.
All the pop girls and it girls of the 2000s were no exception; they too wore jeans like a faithful companion. From Kate Moss to Charlotte Gainsbourg and Britney Spears, skinny styles like the BRAXTON and low-rise jeans like the NEWCHILI were still popular.
The Grungemama jeans
Today, it's a garment that's no longer contested, one that speaks to all ages and generations. For me, it's clearly one of my favorite basics. For Grungemama, I have fun playing with styles and cuts and offer you a highly curated selection of this fabric that took the fashion world by storm more than a century ago.
Grungemama is jeans in a nutshell. Here, we produce our jeans in a factory that sets high-quality standards. We meticulously select each fabric based on the washes, wear, brushing, and creases we apply, so that your jeans will be your best ally for years to come. My team and I also put a lot of thought into the design of your pieces. In our stores, you'll find something to suit every figure and every occasion. Because I'm convinced that there isn't just one type of jeans, but a multitude of possibilities. You wouldn't wear raw denim the same way you would a light wash, or black denim the same way you would white denim. You wouldn't go for a head-to-toe look or just add a single piece. Beyond colors, you can play with the cuts, from the baggy '90s style to skinny, flare, bootcut, mom jeans…
Saint Laurent was definitely right: jeans are a garment that embodies a lot, a garment with 1000 personalities, a garment with which you can have fun.
Team denim forever!
