R.A.G. New York

The original designer jeans are said to date as far back as the 1850’s when a textile merchant by the name of Levi Strauss developed a durable pant that could be worn by laborers in the California mines. For several decades, they were used by factory workers and coal miners as a sturdy trouser and, in a sense, embodied the hard-working, persevering spirits of American laborers during the late 19th century. Then in the 1950’s, Hollywood movies such as “Rebel Without a Cause” inspired anti-conformity notions among teenagers, and the image of blue denim jeans transformed into a statement of rebellion. This concept continued throughout the 1960’s and 1970’s during the Vietnam War. The emergence of bell-bottom jeans attracted anti-war hippies and feminist revolutionaries who considered jeans to be a symbol protest. From the 1980’s through the 1990’s, the blue jean trend caught the eye of many major fashion designers, and the manufacturing of designer jeans proliferated at an exponential rate. Famous celebrities were being seen wearing designer jeans everywhere, and everyone instantly caught on. They were ubiquitous and affordable. Anyone who was anyone had a pair of designer jeans, regardless of their economic or social status. It wasn’t until the turn of the millennium that designer jeans became what they are today: a status symbol.

As production costs increased in the late 1990’s, so did the price of jeans. Designers realized the potential for increased sales and profitability by creating a product that screamed “luxury” and “status” to those trying to climb the ranks. Companies used popular celebrities to endorse their brand name and created an unprecedented buzz around these “must-have” products that sent people of all ages running to department stores everywhere. As designer jeans evolved into a status symbol, it gave rise to another issue: counterfeiting. Popular brands were becoming more expensive and trendy, but as a result, less people were able to afford them. This resulted in counterfeit versions of “cool” brands that were being sold on the streets for 30% or less of the retail value. Unfortunately, this issue remains a big problem for many major fashion companies as it continues to be a detriment to their overall profitability. But then again, maybe they shouldn’t be charging so much in the first place? I suppose that’s up to you to decide.