Denim jeans and Europe seem to be made for each other. The relationship goes back a long time. In fact the very word jeans come from a type of material that was named after sailors from Genoa in Italy. The word denim is from another French material serge de nimes.
The end of the Second World War was the time when denim blue jeans gained new status in Europe. Rugged yet relaxing they stood for freedom and a great future. Both men and women wore them. In Europe the surplus Levi’s jeans left behind by American armed forces were now available in limited supplies. They were extremely popular with teens.
The 60’s saw the coming in of slim jeans. They were extremely popular as leisurewear. Teens began to have real fun with them. The 70’s saw the bell-bottoms hitting their peak. Creativity flourished as far as denim jeans go. Customized denim embroidery made an appearance, so too did stud and patched jeans, giving jeans an all new glamorous appeal.
Designer jeans were literally everywhere in Europe and were a symbol of the affluence and status of the society. Leading designer labels flooded the market in the 80’s. Acid wash debuted in 1986 in Europe and took the market by storm. The 90’s heralded the advent of a generation that was more concerned with old-fashioned values, environment and family life.
Jeans has been reinvented from time to time and the new millennium is no different. You can see every major designer coming out with fabulous denim jeans wear. You can find them at catwalks, at chloe, at Versace and at literally every fashion festival. The latest trends like the beaded and the beat-up denim jeans are a rage among youth. So too are torn-knee blue jeans which can be found globally these days, why only Europe.
The coming in of the internet also had its impact on denim jeans in Europe, as in the other part so of the world. You could instantly find and shop for the latest jeans from numerous online resources. This meant that the consumer had a greater choice and need not compromise on quality of the jeans. Freed of all creative restrictions the denim jean is assuming numerous disguises to be worn in and has literally broken every barrier of creativity. From being part of cushions to furniture-coverings to bed spreads, denim has made it presence felt, every where.
Recent surveys indicate the majority of the people in Europe bought at least one pair of jeans in the last year. Recent TGI Europa data indicates the denim jeans have achieved a market penetration of 60% in France and a low of 50% among women in Great Britain. Germans are considered the least spenders, as far buying premium jeans wear goes. Spanish also represent a group which buys denim jeans for their comfort and not for their style. From the teenagers to the adults, every one seems to be buying denim jeans in larger numbers in Europe these days.
Copyright ‘ 2007
