From Bleu de Gênes to blue jeans: how workwear became a pop icon

A brief history of one of the world's most famous and widespread fabrics

Jeans are among the most worn items of clothing globally. In fact, data suggests that almost four billion people own at least one pair, and it's not hard to imagine why they are so widespread and, more importantly, constantly growing in popularity.

The very name "jeans" originates from the export of denim, which today refers to both the garment and the fabric itself: "bleu de Gênes," literally 'blue of Genoa,' was the term the French used, around five centuries ago, during the time of the Genoese Maritime Republic, to refer to the blue fabric that covered the merchandise transported on ships coming from Genoa.

The blue jeans, as an article of clothing this time, owe their creation about a century and a half ago to Levi Strauss and Jacob Davis, whose brilliant idea of reinforcing the weakest areas of the trousers with copper rivets proved not only easy to implement but also highly successful.

Originally a fabric used by merchants and then becoming a workwear item, jeans gained popularity precisely because of the variety of styles and their versatile use: skinny, straight, wide, bootcut, regular, baggy are just some of the most fashionable variations of these trousers, which can be worn on any occasion, formal or informal, due to the ease with which innovative and striking combinations can be created.

A truly timeless classic!