Denim jeans and attire have been associated with heavy industry to high fashion and become one of the most versatile and enduring clothing styles in fashion history. Hollywood stars like Katherine Hepburn aided denim’s progress through fashion in the 70’s. And now Savile Row tailors champion its continuing success, as they cut denim suits for some of the most famous names in the world. But what of its origins, Denim and Jeans have traveled the world.
Captured in denim the Americans invented, commercialized, stylized, or popularised, in a word, Levis, American Wild West culture. But the fabric was adopted from another continent by early Americans who created functional hard wearing work gear. At the same time they introduced a style without the aid of catwalks and drop dead handsome models.
Mr. Jacob Davis a tailor from Reno Nevada decided to put copper rivets on the corners of his denim trouser pockets to prevent them from ripping. Unable to cover the cost of patenting the idea he sought help from prosperous clothing distributor Mr. Levi Strauss. Mr. Strauss added his own style by putting the garment label on the outside rather than on the inside. Thus a new style was born.

