Denim through the decades

There’s a bit of debate around denim happening at the moment. According to Gen Z (that’s 7-22 year olds), skinny jeans are done. O-v-a-h. Time to chuck ‘em out and invest in Mom jeans instead… and while you’re at it, part your hair in the middle and stop using the cry-laughing emoji. Got all that? ;)

For those of us a little older than 22, we know trends come and go and every generation thinks the one before them is desperately uncool. So we won’t be clearing out our skinny jeans just yet… but the conversation has made us think about the evolution of jeans and which styles were popular when. So here’s a guide to denim through the decades – enjoy!

Where it all started

Way back in May 1873, businessman Levi Strauss developed a durable uniform designed to withstand the rough manual labour of Gold Rush miners. The blue denim fabric combined with metal rivets became synonymous with workwear and the first jeans were born.

20s and 30s – the Wild West

Jeans continued to be popular as workwear in the US, but when Hollywood got wind of the look and started dressing its stars in denim, jeans became more mainstream. Denim was still mostly associated with cowboys and the Wild West, but when Vogue featured a model in denim on the front cover in the 30s, the idea that jeans could be a fashion statement started to grow.

50s – cute cuffs

In the 50s, Hollywood bad boys like James Dean and Marlon Brando made cuffed, boxy jeans a style hit – worn with a simple white tee and leather jacket, of course. This rocky look is still a classic today and we love these straight leg Levi’s  in faded black to recreate those rebellious vibes.

60s – bangin’ bellbottoms

As the 60s rolled around, more formal, structured styles made way for the super cool, peace-and-love bellbottom shape. Fitted at the waist and wide at the cuff, this new style was an instant hit and became a key piece in 60s fashion. Hip hugging, embroidered versions were also popular – try these mid-blue flares or this pretty embroidered pair to get the look.

70s – chic straight legs

The 70s brought a sleeker, fresher look with a sexy edge. Think Charlie’s Angels in their straight leg jeans and matching jackets – very Americana! Dark washes were popular too, like this smart style.

80s – designer denim

The 80s was the decade when denim went designer – Calvin Klein exploded onto the scene with Brooke Shields as their model, and jeans became coveted by their label. Legs were slimmer and tapered and there were more options than ever, from stonewash and acid wash to ripped and distressed denim. These stonewashed Mom jeans are a perfect modern version of the 80s originals.

90s – big and baggy

With grunge and hip hop dominating the charts, denim styles reflected the pop culture movement by going big, bold and baggy. Carpenter-style jeans with tabs, pockets and chains were key to the 90s look, often teamed with a matching denim shirt. Update the style by going cropped – this dark wash pair looks great with classic Breton stripes, or add a boho twist with a light blue, high waisted pair.

00s – anything goes

We all know the noughties was a bit of a wasteland when it comes to fashion… and the denim scene was no better. Remember the super low-rise look? Embellishment, lacing, flares, bootcuts, capri crops? This decade had it all! We wouldn’t recommend an authentic revisit to denim fashions of the noughties, but the low rise is starting to creep back in. We like these timeless white jeans and we’re kinda digging the capri crop for summer.

2010s – the rise of the skinny jean

We have technology to thank for the birth of the skinny jean in the 2010s – innovations in denim stretch technology meant this super tight, super slim style was comfortable and wearable whatever you were up to. They might not be popular with Gen Z, but skinny jeans were pretty revolutionary back then, and they’re still a style staple today. We’re big fans of Levi’s 711s and there’s literally nothing more classically chic than a pair of dark denim skinnies.

Today – loose and laidback

As the streetwear styles of the early 90s make a comeback, we’re seeing a resurgence of big, baggy styles – especially right now, as we’re at home and valuing comfort over fashion. There’s also a move to more eco-friendly denim as fashion in general becomes more sustainable. This loose, straight leg pair ticks all the boxes – a relaxed, androgynous fit in 100% organic cotton.