Blog — denim

                                           Today denim is ubiquitous, and there’s rarely an occasion where you don’t see someone wearing some form of denim. But where did denim come from? And how did denim come to define America, and become such an important part of American fashion culture?   Jeans originated from the Italian port of Genoa in the 1500s, where the hardwearing fabric used by sailors was called “bleu de Genes” for its indigo color, although they didn’t enter the American consciousness until 1873, when Levi Strauss began manufacturing and selling denim. Based in San Francisco, California, Strauss sold his rugged clothing to...