Jeans have come a long way. Although jeans have become an indispensable item in our closets, it was not designed to be a popular consumer article. Jeans were first made to act as hardy work clothes which offered durability and long wear. However since their original design, they have evolved into one of the "hottest" items available to consumers and one of the "must-haves" in our modern times.

In the 1930s, jeans were worn by actors in cowboy and western movies as they were hard-wearing yet comfortable clothes. Their use was popularized because of this and many Americans began buying these "waist overalls" as they were called. Jeans were especially popular among ranchers and those working on their farms.

During the next decade, World War II had decreased production of jeans. However it was during this time that jeans were introduced to other western countries by American soldiers, some of whom wore jeans during their off-duty hours.

During the 1950s, jeans became associated with 'rebels' , or those who opposed the conventional attitudes and strict societal norms. Well-known and popular rebels included American icons such as Elvis Presley and actor James Dean.

The 1960s and 1970s was a continuation of the rebellion of youths against society. It was the start of the 'flower power' and 'free love' ideas and beliefs. During this time, most American university and college students began wearing jeans. Jeans became a pervasive element in American society.

During the 1980s, jeans became a fashion entity in its own right with designers producing their own brand of jeans. Designer jeans were the rave and wearing them denoted status and a higher level of "coolness" , an attainment most youths the world over dream of.

Most of all however, jeans came to symbolize a modern and common clothing, suitable for everyone, no matter what age, size, race or culture. Jeans now come in very shape, size, texture and style which denote everything from ordinary day wear to designer threads to be worn at special events.