The famous Gold Rush began in California in 1848. Five years , a man called Levi Strauss arrived in
San Francisco. He was business selling wholesale dry goods. He noticed that the miners kept gold
nuggets they found in small bags tied to their trousers. thought that if the miners had big and sturdy
pockets and metal rivet to put the pockets, they could use them to the nuggets. So he made
trousers with big pockets and the together. In 1886 the first Levi's leather label showed a pair
jeans together. In 1886 the first Levi's label showed a pair jeans pulled between two horses. By 1920
Levi's waist overalls (as were then called) were the leading product in workwear in the
movies from Hollywood showed the 'mythic' cowboys wearing jeans and this became very popular.
The production of waist overalls went down during War Two, as the raw materials were needed for the
war . Denime was more associated with leisure, as waist overalls were worn soldiers when they were off duty.
After the war Levi Strauss selling his products outside the American West but some rival companies,
Wrangler and Lee, began to compete with levi. In the 1950 become the expression of angry juvenile
rebellion, as it was showed films such as 'Rebels without a cause' with James Dean. Many in the US
banned students wearing denim (called 'jean pants' by ).
From the 1960's onwards, fashion changed and a lot of styles jeans were made: painted, sequinned,
embroidered and psycheledic. Sales of jeans up and up and this garment became high fashion when designers
making their own lines and labels.