Levi Strauss started to suffer competition from rival companies who wanted a piece of the jeans market in the 1940’s. When these companies realized the jeans market was going to be a very successful one, they moved in with their own products. James Dean gave jeans a new concept by wearing them in movies about teenage rebels in the 1950’s. Because of this association with rebellion, some schools in the United States would not allow students to wear jeans to school. They felt by doing so they were promoting rebellion. This of course ensured the sale of many more pairs of jeans as that is exactly what teenagers wanted!
The world of psychedelic jeans and painted or embroidered jeans evolved during the 60’s and 70’s. The fashion of this period changed the jean styles tremendously by adding a colorful new look. Sales, along with prices, started to soar in the 1980’s when fashion designers began marketing their own style of jeans bearing their own brand label. The jeans that in past years that had been famous for their ruggedness were now synonymous with designer names and high fashion.
The 1990s saw a drop in the popularity level of jeans as the youngsters found carpenter pants and khakis much more fashionable. They opted for something different from what their parents had been wearing. The companies making carpenter pants and khakis flourished in this period. But the makers of jeans did not sit idle; they came up with innovations that looked characteristically different. This appealed to the younger generation and they did go in for some new styles of jeans.
And now in the middle of the 1st decade of the 21st century, jeans are truly back in fashion. As we all know, in the world we live in today, there are millions of different markets selling all types and styles of jeans in a variety of price ranges. Whether you are looking for the designer jeans as a fashion statement or just a pair of jeans that are comfortable and strong enough to work in, there is someone out there making jeans just for you.