The Jeans Shop – Retail Clothing Part Five

If ever there was a tale of good taste manipulated, good sense circumvented, and good business pursued, it is told in the blue jeans business. Also add hype, mindless conformity, and slave labour to that last sentence.

I’ve seen blue jeans become jeans and progress from farm worker wear to kid wear to teen wear to mainstream trendy wear in my lifetime. I regret that I will not live long enough to watch the garment travel back down to the start of the circle and largely disappear from sight.

I do not decry the basic thing – but I have become mightily sick of the sales gimmickry that has accompanied each stage of the progression. It was like watching fake-wood plastic veneers take over every surface of every product in the 1960’s and 70’s. I long to see the denim become as rare as the walnut*.

Mind you, I do appreciate a good joke and more so when I can get it and the persons upon whom it is perpetrated remain ignorant. The ripped jeans sold from a shop – in some cases ripped beyond garment to rag – are one facet of this. The dull colour is another. The excessive studding a third. The list goes on, and you can be sure that if some garment worker has made a drunken bet that they can make an uglier design and sell it to the vapid, they will collect their money.

Note the garment that was given to me – a denim photographer’s jacket. Actually a very good idea, but unwearable in any dimension save the Alt-70’s.

*  I actually owned an air-powered dental unit made in Oregon in the 1970’s that was faced with stick-on wood veneer and aluminium knobs. In my defence, it was all I could afford…

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