We’ve never been at a time where so much is so readily available, through so many different sources. With smartphones constantly at our finger tips, it can be difficult to see past the the myriad of influences, endorsements and direction. Throughout the Twentieth Century, we have seen seismic shifts in the way that we dress, what we wear and how we wear it. From conservative victorian-era dressing to Y2K style (and everything in between), fashion has arguably never been so fast paced and dynamic. In the aftermath of the Second World War, social dressing changed drastically and we began to see the foundations of the modern wardrobe. Since the 1950’s we have witnessed significant technological change, the rise and fall of societal movements, more politicians than we can remember and the creation of the celebrity. The result of all this? The trend. We often hear about a ‘trend’ and the fact that we must be ‘on trend’. But what is a trend and how does this influence the way we dress? Well, at it’s core, it’s what’s popular. And of course, by human nature, we all want to be popular. While the creation of the trend as a concept is more recent, at a basic level it is a particular style or garment which is popular at a certain point in time or during a period of time. Nowadays, trends are heavily shaped by celebrity endorsements and Instagram influencers, but this wasn’t always the case. Especially with denim. In the mid-Twentieth Century we saw a formative shift for our favorite fabric, from a workwear staple to casual attire for the everyday man (and woman). But prior to this, denim was exclusive to cowboys, laborers, factory workers and ranch hands; it was a working class fabric for working people. Even utilized by the military, the hard wearing and long lasting properties of denim lent themselves to manual work on the railroads, back roads and farms of the USA. But by the mid-1950’s Levi’s had introduced their first 501 jean with a zip fly and denim was fast becoming mainstream. This was reflected in Blue Bell changing its slogan from ‘The world’s biggest producer of work clothes’ to ‘The world’s biggest producer of work and play clothes’. By the 1960’s denim was worn by Hell’s Angels bikers, hippies, rockers and Vietnam War veterans. From flares to rough and rugged, different sects of society were making denim their own and unknowingly setting trends. By the 1970’s and 80’s, denim had been adopted by punks and hip hop MCs. From skin tight and adorned with safety pins to loose and baggy fits in Brooklyn suburbs. And how could we forget the low rise and bootcut trend of the 90’s or the fascination with skinny jeans in the 2000’s? The rise of the celebrity has had a profound impact on denim. From Elvis clad in double-denim to Britney & Justin at the 2001 American Music Awards, those in the spotlight haven’t only influenced denim trends, but they’ve set trends. We’ve never stopped looking to the rich & famous for fashion inspiration and brands know this all too well. Denim jumped like Air Jordan when it made the transition from high street to high fashion. Luxury brands took the denim workhorse and dressed it up for the catwalk, and it’s rarely been off it since. From Paris to Milan and New York to Tokyo, denim has been a high fashion fixture for decades, showing just how versatile a fabric can be. As we move into a ‘New Normal’ and a post-COVID-19 world, how will we dress denim and what trends will we see? Undoubtedly, more relaxed, comfortable and even nostalgic fits will make a return as we cling onto the security and safety that denim can provide. In addition, with the consumer already more eco-conscious and sustainability aware, transparency and ethical production will continue to play a central role in the denim world as the customer becomes more and more diligent. They will want to invest in longer lasting, timeless and well made garments. Inevitably, they will also look towards less ‘traditional’ celebrities and film stars for fashion cues, but to a new form of celebrity known for their activism, championing environmental causes and civil rights. Similarly, with the parameters of gender becoming less rigid, unisex fits and androgynous styles will become increasingly popular, with looser and more practical shapes providing a new kind of uniformity. We’re going to dive deeper into past and present trends here at Calik denim over the coming months, as well as examining related topics including sustainability, technology and product development, as we continue to shine the spotlight on our favorite fabric. Stay tuned!