In the history of fashion, there have been many outstanding labels and icons. Most of them from denim jeans such as Levi’s red tags, Diesel’s white stripe and now Seven For All Mankind’s unique swirl on the back pockets. Seven jeans have come upon the scene only within the last few years, but chances are that every girl you know has a pair. The Seven phenomenon is bringing about a renewed focus on the derriere. In addition to displaying the familiar logo, Seven supports and shapes it and is rated high on the “butt flattering” scale according to the online fashion magazine, Hilary.
We are currently within a major denim revolution, represented by the new wardrobe essential, the high priced luxury jeans. It was not always this way.
In the early 1980s, Jordache, Calvin Klein and other designers established the high-end jeans market. Most of us remember how nothing came between Brooke Shields and her Calvins. However the market had limited appeal in mainstream America.
Instead the standard American youth uniform became Levi’s 501s. The ubiquitous red tag on the back pocket was a requirement for social acceptance. Anyone with designer jeans was considered lame, or at least European. Anyone wearing Lee, Wrangler or cheaper brands lived in trailers.
Throughout the 1990s, jeans lost favor to Dockers, khakis and Capri pants. At the same time, the Levi’s monopoly was loosening and it became acceptable to don alternatives from The Gap, Abercrombie & Fitch and American Eagle. These brands were moderately priced, mostly under $50.
Then came Diesel Jeans, which broke the $100 price barrier but became must-haves. With unique washes, high quality denim and superior design they became a status symbol, worn by Hollywood and music types. The diagonal white stripe on the front pocket was the familiar icon that told others you could afford high priced, gourmet jeans.
Since then, designer jeans have taken over the industry. They are acceptable at the classiest restaurants, as office attire and as Grammy gear. Prices easily exceed $200. After the swift and massive popularity of Seven amongst men and women, other designers, including Levi's themselves, are attempting new and unique designs with flap pockets, buttons, unique patterns and special washes. And of course with their own butt stamps for us to gawk and leer upon.
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