Derick Chetty

THE LEGENDARY DESIGNER Yves Saint Laurent once said, “I wish I had invented blue jeans; the most spectacular, the most practical, the most relaxed and nonchalant. They have expression, modesty, sex appeal, simplicity.” As Levi’s, the inventor of the blue jean, celebrates the 143rd anniversary of the 501 this year, we’re reminded how jeans are the most egalitarian of fashion garments; transcending age, gender and socio-economic bracket. Jeans have been embraced, beloved and worn by presidents, movie stars, cowboys, rock gods, supermodels, bikers, teenagers and senior citizens. In each incarnation, they represent something entirely different while retaining their unique character.

For the boomer generation, it all began in 1955 with the film Rebel Without a Cause when James Dean’s brooding character wore a pair with cuffs rolled up and created a style sensation that has yet to subside and probably never will. At the time, the indigo craze was considered so subversive, it was banned in schools. But the film spoke to a generation of teenagers who would go on to rebel with a cause deep into the ’60s, demonstrating in anti-war protests and civil rights marches and eventually evolving into the laid-back hippie culture.

Of course, we still wear jeans today – possibly the only style item we have in common with our grandchildren. And it still has the power to bring on that sensation of being young and carefree. No wonder Time magazine declared Levi’s 501 the fashion item of the 20th century back in 1999.

While denim can bestow cool, it can also take it away. When U.S. President Barack Obama wore a pair of “mom jeans” on his lanky frame in 2009 when he threw the opening pitch at the Major League AllStar Game, he was criticized by fashionistas for not selecting a more au