Jeans were invented during the gold rush of the 1840s and 1850s. At that time, intense labor made clothing easily wear out, and gold miners were eager for a durable, sturdy garment. So a businessman named Levis Strauss came up with the idea of using unmarketable canvas to make hard-to-wear overalls, the prototype of jeans.

The earliest jeans were not blue, which is now the most common, but brown. The waistband was also cut high to make it easier for workers to wear it over ordinary trousers. He made pants that were popular with gold miners because they were hard to wear, and he continued to improve them. In 1853, he founded a brand of jeans called Levi's.

Once heavy work clothes, now enter the fashion world, cleverly cater to the trend, constantly changing new styles, a variety of denim products derived from jeans, also occupy a place in the field of fashion, become an enduring fashion symbol.

Jewel Khan, eThemeStuio

In the high-end market, the most important brands are luxury brands, which are constantly encroaching on the mid-end denim market originally held by the most famous brands. Through innovative technological strength and cultural management philosophy, they show their brand new understanding of denim to loyal consumer groups. Meanwhile, they price denim ready-to-wear series in a relatively affordable price range. Attract a part of the cash-strapped consumers slowly close to the luxury sector.

Defining the cowboy through a new design and production method captures the spirit of cowboy culture and history. The collection pays homage to iconic brand values: tongue-in-cheek irony and cultural symbolism as artistic commentary.

Low carbon and environmental protection lifestyle has gradually become the trend of modern people's life, under this trend, the textile industry to use and research new environmental protection materials has become the responsibility and development trend of the industry. Among them, recycled fabrics, linen denim and acetic acid fabrics are favored.