The 1940's:
In the mid '40s, when the Second World War ended, denim blue jeans, worn almost only as work clothes, started being worn more in the U.S. and Europe. They were strong and felt good on, they were said to be a "stand for freedom". Both men and women, wore them, from returning GI's and teenagers. In Europe, American army forces leave behind leftovers of Levi's, and a small amount are available. It's the there first time seeing the denims. Other clothing manufacturers try to copy the U.S. originals, but people can tell the difference and want the real ones. Fewer jeans were made during the time of World War 2. American soldiers, who sometimes wore them they were not working, showed the public 'waist overalls'. After the war, Levi began to sell their clothes outside the American West. Other companies, like Wrangler and Lee, started to compete with Levi for a share of this new market.
Screenshot of Elvis Presley and Judy Tyler from th...
The denim fabric of a jeans
English: A photograph promoting the film Jailhouse...The 1950's:
In the 1950's, teenagers liked jeans. It was the sign of the teenage rebel in TV programs and movies (like James Dean in the 1955 movie Rebel Without a Cause). Some schools in the USA banned students from wearing denim. Teenagers called the waist overalls 'jean pants' - and the name stayed. Europe was soon shown a daring new style in music and movies and jeans and to brought out a feeling of rebellion. Jeans became the symbol of change with the normal and stuffy style and life styles. When Elvis Presley sings in "Jailhouse Rock," his denim prison uniform made people thinks of rebellion. Girls liked them and guys wanted to be like Elvis. In movies like "The Wild One" and "Rebel Without a Cause," figures like Marlon Brandon and James Dean seemed like tough guys in jeans and...