Denim's History and Future: From Workwear to Art
The article traces denim's evolution from 15th-century Chieri, Italy, where blue fustian was exported via Genoa, to its modern role in fashion and art. The term 'denim' derives from 'serge de Nîmes,' while 'jeans' comes from 'bleu de Gênes.' Genoa established a 'Via del Jeans' museum route in 2021. Levi Strauss & Co. popularized denim for gold miners in 1853, with Jacob Davis adding copper rivets. After WWII, US troops brought jeans to Europe. Environmental concerns arose with synthetic blends, but upcycling offers solutions. Pepe Jeans' SS23 campaign was shot in Marrakech. Artist Ian Berry creates collages from jeans, exhibiting at Milan Design Week 2023. At Denim Days Amsterdam (April 14-15, 2023), Denham and Candiani Denim collaborated with Colombian artists Juan Manuel Gomez and Laura Montoya for live painting. Jacob Cohën developed 100% biodegradable stretch denim with a detachable button for composting.
Key facts
- Denim originated from 15th-century Chieri, Italy, as blue fustian exported via Genoa.
- The term 'denim' is from 'serge de Nîmes'; 'jeans' from 'bleu de Gênes'.
- Genoa launched a 'Via del Jeans' museum route in 2021.
- Levi Strauss & Co. was founded in 1853 for gold miners.
- Jacob Davis added copper rivets to jeans.
- US troops introduced jeans to Europe after WWII.
- Pepe Jeans' SS23 campaign was shot in Marrakech.
- Ian Berry creates denim collages, exhibited at Milan Design Week 2023.
- Denim Days Amsterdam (April 14-15, 2023) featured Denham and Candiani Denim with artists Juan Manuel Gomez and Laura Montoya.
- Jacob Cohën developed 100% biodegradable stretch denim with a detachable button.
Entities
Artists
- Ian Berry
- Juan Manuel Gomez
- Laura Montoya
- Jacob Davis
Institutions
- Levi Strauss & Co.
- Pepe Jeans
- Denham the Jeanmaker
- Candiani Denim
- Jacob Cohën
- Fade Out Label
- Università Statale
- Artribune
Locations
- Chieri
- Torino
- Genoa
- Nîmes
- Marrakech
- Amsterdam
- Berlino
- Portobello Road
- Milan