The ultimate jeans


In 1847, Levi Strauss moved to America, a land of mining and the gold rush. Levi made pants (waist overalls) of sailcloth for miners, but he ran out of the material and had to find an alternative. Levi Strauss decided to use rugged cotton (with a twill) known as 'Serge de Nîmes'. The name of the twill from Nîmes was corrupted to 'de Nîmes’, before becoming the now famous ‘denim’.


The pockets turned out to be too weak for the miners’ rough work, so Levi began looking for a solution. He found the answer in a letter from tailor Jacob Davis, who suggested to Strauss in 1872 that he should use rivets to reinforce the pockets. Strauss and Davis jointly applied for the patent on the first denim, and the first jeans brand was born: Levi Strauss & Co.


Blue jeans

Jeans are also called blue jeans, but this name is also a corruption. The warp thread of the denim was dyed with the dye 'bleu de Gênes' and quickly became known as 'blue jeans'. The color of jeans is so characteristic, that they are still often referred to as blue jeans. Denim is also so closely connected with jeans that they are also sometimes referred to as denims. In Dutch, they are called ‘spijkerbroek’, where ‘spijker’ means nail and refers to the rivets.



The classic model of the first denims changed in World War II; the waist overall made way for the forerunner of the current generation of jeans. Blue jeans also became popular in the American navy; sailors wore these work pants in their spare time, and turned jeans into a fashion item. The presence of American soldiers in Europe in the war then introduced jeans to Europe.



The new fashion items were not an immediate hit with everyone, but they were very popular with hippies and teddy boys, which contributed to the rebellious image of the work pants. The first fans therefore bought their jeans 'under the counter’.



Jeans are no longer simple work clothing, and denim is no longer reserved for the most rebellious subcultures. Indestructible and comfortable denim is still very popular as work clothing, as a symbol of rebellion, and as a fashion item. The classic 5-pocket model has not changed much since its introduction, but concern for fashion has led to a whole range of different washes (such as stone wash) and finishes.



Levi Strauss’ history mirrors that of Tricorp: work clothing that enables professionals to get the best out of every working day.


View work pants

Back to overview