From gold mines to $300 items, the secret behind denim's 150-year reign.

(Dan Tri Newspaper) - Originating from the California gold rush, studded work pants have transformed into a $300 designer item. What is the secret behind denim's 150-year reign?

The accidental emergence of an "empire"

The story of America's most durable fashion item didn't begin on a glamorous catwalk, but rather in the twilight days of the California Gold Rush. At that time, the wife of a local miner found herself in a paradoxical situation: her husband's work pants were constantly tearing apart due to the strenuous work.

Jacob Davis, a tailor of the time, came up with the ingenious idea of ​​using brass rivets to reinforce the weakest points of stress, such as the corners of pockets and the bottom of button plackets. This small innovation proved incredibly effective. Davis's riveted trousers sold like hotcakes, to the point that he couldn't produce them fast enough to meet demand.

Studded pants were once the top choice for working-class people: miners, cowboys, farmers – any job that required durable clothing (Photo: Vintage Minded).

Recognizing the enormous potential but lacking the capital to protect his invention, Davis wrote to Levi Strauss, a Bavarian merchant who supplied him with denim fabric in San Francisco.

Levi Strauss, with the keen eye of a businessman, immediately recognized this as an opportunity to transform himself from an importer to a direct manufacturer. On May 20, 1873, they officially registered the patent, marking the birth of blue jeans.

From a small tailor shop on Fremont Street, they were committed to providing the most durable trousers on the market for workers, miners, and cowboys.

Professor Shawn Grain Carter from the Fashion Institute of Technology (FIT) commented: "They really democratized American fashion. No matter what class you are, what your economic situation is, or where you stand on the political spectrum, everyone wears denim."

However, it took decades for denim to shed its "workwear" label. The turning point came when the American middle class began vacationing on farms and World War II ended.

The post-war spending boom, the endorsement of Hollywood stars in classic films like Taxi Driver, and the hippie movement of the 60s and 70s brought jeans into schools, everyday life, and made them a symbol of popular culture.

The billion-dollar race and the premiumization move.

Today, the jeans of yesteryear have become a global money-making machine. According to data from Euromonitor International, the denim market size this year has reached $101 billion, a 28% increase compared to 2020. Other forecasts also indicate that this market will continue to expand, projected to reach over $121 billion by 2030 with a compound annual growth rate (CAGR) of approximately 5.9%.

In a volatile economic climate, with inflation and tariffs putting pressure on the industry, major players can no longer rely solely on selling large quantities at low prices. Levi Strauss & Co., the creator of jeans, is making a bold shift: aggressively targeting the high-end segment.

Harmit Singh, Chief Financial Officer and Head of Growth at Levi's, revealed that the company will expand its "Blue Tab" line to more stores starting next year. While the traditional "Red Tab" line is priced at only 70-130 euros, the "Blue Tab" jeans, using selvedge denim (a hand-woven fabric inspired by Japanese craftsmanship), are priced at 250-350 euros (approximately 290-410 USD).

This is a clear economic calculation. Although the premium denim segment currently accounts for only about 10% of the total market size, its growth rate far exceeds that of the mainstream segment.

Singh asserted, "Price is only part of the equation; quality and better profit margins are what matter most." This move helps the brand retain loyal customers while attracting female and affluent customers – those less susceptible to economic downturns.

In fact, this strategy is working. Levi's recorded sales of $6.4 billion last year and expects a strong holiday shopping season without needing massive discounts. Consumers remain steadfast and willing to pay the listed price for high-quality products.

A vision of the future: Durable but not outdated.

Looking at the broader picture for the period 2025-2030, the denim market is witnessing an interesting shift. North America remains the largest consumption hub, but growth momentum is emerging in emerging markets such as South Africa. In terms of consumer demographics, while men remain the primary revenue contributor (over $47 billion in 2024), the women's segment is projected to grow the fastest due to diversification in styles and aesthetics.

Brands are expanding their ecosystems beyond just jeans. Levi's, after acquiring Beyond Yoga for $150 million in 2021, is now open to the possibility of acquiring a third brand to strengthen its position, particularly in the apparel sector.

Denim, from workwear to high-end clothing, has always held a firm position in the global fashion world (Photo: Pexels).

Over more than 150 years, from Jacob Davis's brass rivets to the luxurious, hundreds-of-dollars collections promoted by A-list stars like Beyoncé and Sydney Sweeney, denim has proven its enduring vitality.

As fashion historian Sonya Abrego concludes, the appeal of denim lies in its astonishing continuity. "This is a design from 1873. Is there anything on the street today that's from 1873? You can name countless technical improvements, but essentially it's still the same pair of jeans. Nothing else has endured the test of time to that extent."

Perhaps the most solid "guarantee" for investors looking at this multi-billion dollar market is the enduring quality of its materials and cultural values, regardless of how circumstances change or consumer trends shift.

Source: https://dantri.com.vn/kinh-doanh/tu-mo-vang-den-mon-hang-300-usd-bi-mat-giup-denim-thong-tri-suot-150-nam-20251208145344094.htm