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Created in the 17th century in Europe, denim is more than one of the history's most successful fabrics. It's a whole legend, deeply associated with certain personal and social features such as freedom, individuality and youth.

The term "denim" comes from a fabric from the XVII century named "Serge de Nimes", and was originally used for building sails.
At the end of the 18th century, denim started being produced in small quantities in western USA, and it slowly began to become part of the typical cowboy attire. This turned up to be a cornerstone for Denim, when the 'far west' became part of the American cultural imaginary.

Two decades later, after World War II, Denim was not only a fabric for the working class. It became a symbol and part of the recreational activities of the post-war period in the United States.
It was then that Denim started spreading all over the continent, Europe and Asia. Films and television shows of those years were essential to turn it into a symbol of youth and rebellion.
According to a newspaper article from 1958, "youngsters wear jeans all the time, except when they sleep or go to church."

During the 60s, strong cultural movements such as hippies, aesthetical and intellectual vanguards or left-wing students, questioned the concept of authority and brought with it a general will of social change. Denim stayed side by side with these movements, becoming associated with the concepts of “new”, “rebellion” and “deliverance”.

Nowadays, Denim is recognized even by the most prestigious haute-couture and top fashion designers.

 
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