Fashion Street is flooded with jeans, malls are crowded with jeans, offices are playgrounds for the jeans wearing community and college canteens are the places where everyone admires the jeans of the other wearer. This is one outfit which is worn by people of all ages, sexes, rich & poor, urban & metro, qualified & illiterate and jeans dress code has become the new norm. The Americans consume 40% of world’s jeans by value, followed by Europe 20% & by Japan & South Korea 10% & balance by rest of the world.
A single pair of Jeans consumes more than 3600 liters of water, from the farm where the cotton crop is irrigated to the factory where dyes are added to the yarn, to the innumerable washing by the customer. And all this has now put the think tanks to review the situation to decrease the water consumption required by jeans from manufacturing to washing.
Jeans were originally worn by cowboys of America, farmers, industrial workers but the comfort & utility of the dress made it so popular that Time Square got flooded with more jeans wearer than any dress put together. Jeans for men became the norm and jeans dress code became a fad.
History of jeans can be long traced back. It was in late 1960 that Jeans became more acceptable & after the Vietnam War of 1970 jeans became general fashion in America. India also caught the sight of early birds of American Indians returning for holidays to India wearing Jeans. The imitation industry was quick to adopt the style & Mohan Singh Palace in Connaught Place became the hub of Jeans stitching with additional cost of Rupees twenty five to adopt the branded label on its waist- which added style & sensuousness to the locally stitched (imitated) Jeans. Initially it was the Delhi college students who opted for this denim blue regular fit around the waist and soon the college culture entered the workplaces & the popularity of the trend introduced local labels like Wings. The Thai label HARA was the next body hugging jeans but before the local labels could establish the presence, the mighty 1991 liberalization took the front stage & Arvind mills- the biggest supplier of Denim cloth to global brand Levis & Wrangler became the trusted supplier of readymade Jeans for global & local customer.
Jeans dress code at work has taken a new dimension today. Officially jeans dress code policy is the new voice in offices and it has revamped from being the Friday dressing to becoming everyday dressing. Advertising and media has accepted jeans with open arms.
The Global well known brands for jeans like Levis, Lee, Wrangler, Diesel, GAP, AJs (Armani Jeans), Calvin Klein, etc occupied the best outlets on high streets & the Jeans culture was inculcated from the new born to the great grand Pa due to its versatility & became the dress to be admired.
Technically Jeans are trousers made from denim with indigo blue dye, but with the acceptability of the trouser —Jeans; the designers have reshaped the jeans with patches, embroidery, fits from narrow bottom, boot cut, straight cut (parallels), bell bottoms (flared), tapered, skin fit, low waist etc. Colored jeans, white jeans are also popular today with the teenagers, the shaded, faded, threaded is the norm of jeans.
The original casual rough indigo colored dress, has now become the style statement of page 3 entities, a person today is known by the brand & number of jeans in possession.
But too much customization of jeans like stone wash, acid wash, fading etc. has lead to environmental problems & like every problem is under the scanner of scientists, a new polymer with nanotechnology is being converted to a laundry additive to be mixed with detergents that will stick with the fiber of clothes & would react with air & light & break down harmful air emissions like nitrogen oxides & neutralize it. It is Not too far when jean wearer would help to clean the dirty air around by simply wearing jeans washed with additive to save the environment. These super additive to be used for washing will act like catalytic converters for good health &environment. These catalytic converters would convert the noxious gases into harmless water soluble byproducts. It is believed that there are today more jeans than people on the planet earth, so DENIM the fashion clothing for JEANS will become a catalyst to clean the environment. A product — that was started as a rough & tough option has become the trough of attributes such as being comfortable, affordable, fashionable, admirable & the designer labels have added glitz, glamour & style statement to the wearer of JEANS.