In this blog we aim to help you understand the origins of the word denim, the evolution of denim, the cultural impact, denim through the decades and all things Levi's including tags and care labels.
The word "denim" originates from the French phrase "serge de Nîmes," meaning "serge (a sturdy fabric) from Nîmes." However, the fabric is no longer produced in France.
The term "jeans" comes from "Genes Fustian," a durable fabric used for workwear in Genoa, combined with indigo-dyed fabric from Nîmes, France.
The Evolution of Jeans
The prototype for American jeans was developed during the California Gold Rush, as miners sought after durable workwear. In response to a client's request, a Reno-based tailor named Jacob Davis reinforced pants with rivets for extra durability. Lacking funds to patent the idea, he partnered with Levi Strauss, a tradesman, and together they patented the riveted denim pants in 1873.
Denim’s Cultural Impact
Denim's history is also linked to the slave trade and cotton industry, given its deep ties to cotton production. Over time, what started as workwear evolved into a global fashion staple, influenced by pop culture and societal trends.
Key Decades in Denim History
1920s–1930s – Western films popularised denim as rugged workwear.
1950s –Think rebellious blue, with icons like James Dean making it cool.
1960s – Customisation took off, with patches, embroidery, and peace symbols reflecting countercultural movements.
1970s – Bell-bottoms and flared jeans became the norm. The bigger the flare the better!
1980s – Designer denim surged in popularity (Calvin Klein, Jordache, Gloria Vanderbilt). Acid wash and stonewash trends emerged.
1990s – Oversized styles dominated; baggy jeans, mom jeans, and carpenter jeans (e.g., JNCO) were in. Black-owned brands like FUBU and Karl Kani made denim for their communities. Hip-hop’s rise influenced denim fashion.
2000s – Skinny, low-rise, and bootcut jeans defined the era, with celebrities like Paris Hilton leading trends in ultra-low-rise styles.Thats HOT.
Levi’s Guide / Labels in depth
Silver Tab → Streetwear & Baggy Jeans (1980s-90s, relaxed fits)
Orange Tab → Vintage & Casual Wear (1960s-70s, experimental styles aimed at the younger generation)
White Tab → Corduroy & Non-Denim (Sta-Prest, corduroy, dressier items)
Red Tab with Trademark Only → Legal Trademark Protection (blank tab to reinforce Levi’s rights) - P.S people often think just because of the copyright it’s fake!
Blue Tab → Limited & Special Editions (exclusive releases, collaborations)
Black Tab with Gold Lettering → Sta-Prest Collection (wrinkle-resistant denim, 1960s)
Levi’s big E (LEVIS)
Big E started in 1936 originally on 501 jeans and slowly began to show on denim jackets. In the 1950s the Levi’s red tag became double sided. Where the white LEVI’S became visible on both sides. Any big E Levi’s are wanted by collectors and are worth researching!
Little e (Levi’s)
In the early 70s Levi’s changed their label from being capitalised. However the only visible difference was the letter E. This is an easy way to differentiate and date your Levi’s
Care Labels
It wasn’t until the mid-1960s that the care label appeared on clothing. The ‘’Home Laundering Consultative Council’’ created the first symbol-based care label. However Levi’s jeans didn’t include this until the 1970s. You can rule out your jeans being earlier than the 1970s if they have a care label! Here is a handy guide below in order to date your jeans using the care label post 70s.
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