A brief history of denim – and why the ‘perfect pair’ of jeans remains elusive

Denim is present in practically every country in the world and is widely adopted as one of the most common forms of everyday attire. Its appeal spans generations and social groups: jeans are worn worldwide by those who follow fashion and those who do not, by people seeking to stand out and by those who prefer to blend in. However, many of us have never found the perfect pair.

Although denim has been produced since the 16th century, its association with American culture and durable workwear emerged during the Californian gold rush of the 1850s. It was during this time that Levi’s – now arguably the most recognisable denim brand – was established.

Levi Strauss, an immigrant entrepreneur who arrived in California from Bavaria in the 1850s, opened a dry goods business catering to miners. One of his customers, the tailor Jacob Davis, developed the innovative use of metal rivets to reinforce stress points in work trousers, making them more durable. Strauss and Davis jointly patented this technique, and the Levi’s brand was born.