d n m o k 2 e i b o DENIMIST 2011 DNMSTDENIMDESINGFASHIONARTLIFE
DB DENIM B O O K DENIMIST T U R K E Y Since decades Denimist has developed know-‐how in denim ﬁnishing prior to garment manufacturing and also in jeans washing. Our customers derive beneﬁt from this experience.For the fabric production we oﬀer ﬁnishing chemicals which provide the demanded fabric properties such as good sewability, stiﬀness,elasticity and handle. The other ﬁeld of our activity is the recommendation of laundring Procedures for ready-‐made clothing such as trousers, jackets or skirts, shirts. In doing so we have learned that many errors may occur in this complicated production process. The laundry, the last step in the sequence of producers, is faced to diﬃculties which are caused by previous inaccuracies. Therefore, a good cooperation among the steps of jeans manufacturing is required to avoid problems. Fabric producer, garment manufacturer and laundries have to work together to obtain the desired end result. By means of our contacts on both sides of the production process we are able to make our contribution. The technical stuﬀ of Denimist is always ready to help our customers with eventual problems and to modify production procedures according to the respective requirements. Through our numerous contacts which we have got with denim producers, garment manufacturers and laundries during the years we support the team work among all sections of the jeans chain and make our know-‐how available to all of the parties concerned
DBDENIM B O O K THE 19 TH CENTURY : THE CALIFORNIA GOLD RUSH 1848 : Gold was found in California and the famous Gold Rush began. The gold miners wanted clothes that were strong and did not tear easily. 1853 : A man named Leob Strauss left his home in New York and moved to San Francisco, where he started a wholesale business, supplying clothes. Strauss later changed his name from Leob to Levi. A big problem with the miners clothes were the pockets, which easily tore away from the jeans. A man called Jacob Davis had the idea of using metal rives to hold the pockets and the jeans together so that they wouldnt tear. Davis wanted to patent his idea, but he didnt have enough money
DB DENIM B O O K LEVI STRAUSS 1872 : Davis wrote to Levi and oﬀered Strauss a deal if he would pay for the patent. Strauss accepted, and he started making copper-‐riveted "waist overalls" as jeans were called then. 1873 : The ﬁrst riveted clothing was made and sold 1886 : Levi sewed a leather label on their jeans. The label showed a picture of a pair of jeans that were being pulled between two horses. This was to advertise how strong Levi jeans were: even two horses could not tear them apart. 1891: Levi Strauss & Co.s patent for riveted clothing goes public and dozens of companies begin to use the idea
DBDENIM B O O K THE 1930’S : WESTERNERS Hollywood made lots of western movies. cowboys, who often wore jeans in the movies, became very popular. Many Americans who lived in the eastern states went for vacations on "dude ranches" and took paris of denim "waist overalls" back east with them when they went home.
DB DENIM B O O K THE 1940’S : WAR Fewer jeans were made during the time of World War II, but "waist overalls" were introduced to the world by American soldiers, who sometimes wore them when they were oﬀ duty. After the war, Levi began to see their clothes outside the American West. Rival companies, like Wrangler and Lee, began to compete with Levi for a share of this new market
DBDENIM B O O K THE 1950’S : REBELS Denim became popular with many young people. It was the symbol of the teenage rebel in TV programs and movies (like James Dean in the 1955 movie Rebel Without a Cause). Some schools in the USA banned students from wearing denim. Teenagers called the waist overalls "jean pants" and the name stayed.
DB DENIM B O O K THE 1960 : HIPPIES Many university and college students wore jeans. Diﬀerent styles of jeans were made, to match the 60s fashions (embroidered jeans, painted jeans, psychedelic jeans). In many non-‐western countries, jeans became a symbol of "Western decadence" and were very hard to get. US companies said that they oMen received leNers from people all around the world asking them to send the writer a pair of jeans
DB DENIM B O O K THE 1970’S : COLD WAR As regulations on world trade became more relaxed in the late 70s, jeans started to be made more and more in sweatshops in countries in the South. Because the workers were paid very little, jeans became cheaper. More people in the countries of the South started wearing jeans
DB DENIM B O O K THE 1980’S : DESINGER JEANS Jeans ﬁnally became high fashion clothing, when famous designers started making their own styles of jeans, with their own labels on them. Sales of jeans went up and up.
DB DENIM B O O K THE 1990’S : RECESSION In the world wide recession of the 1990s, the sale of jeans stopped growing. The Youth market wasnt particularly interested in 501s and other traditional jeans styles, mainly because their parents: the generation born in "blue" were still busy squeezing their aging bodies into them. Since no teenager would be caught dead in anything their parents were wearing, the latest generation of rebellions youth turned to other fabrics and styles. They still wore denim, but it had to be in diﬀerent ﬁnishes, new cuts, shapes, styles, or forms. Jeans were named the "single most potent symbol of American style on planet earth".
DB DENIM B O O K 2000 : REINVENTING DENIM something decidedly weird is happening in the world of denim.the products need to be reinvented from Pme to Pme and jeans has been back on designers catwalks, at chanel, dior, chloe and versace. thesingle most potent symbol of fashion, summer 99 tom fords feathered, beaded, beat-‐up, torn-‐knee gucci blue jeans, seen globally, sell out instantaneously at $3715 a pop.and then, on the internet, wasthe shining image of helmut langssilver-‐sprayed pants, striding out beyond our concepPon of basic uPlity. freed of all social and creaPve restricPons, denim is assuming any number of disguises and contexts to be worn in and has broken through almost any limitaPon on price.it can also be found in home collecPons, appearing in cushions,bed spreads and furniture-‐coverings.