00:00In many Indian colleges, jeans are banned.
00:20Did you know that India has a big hand in making this western garment so famous?
00:28And dungarees, which are trending these days.
00:31Their real name is dongaree.
00:34Yes, our Mumbai dungaree.
00:36Today, in F.C Fashion, we are going on a denim journey.
00:44A journey in which celebrities, museums, labourers,
00:49and from Columbus sales to our wardrobes, everyone comes together.
00:55By the 18th-19th century, both jeans and denim became very famous.
01:00Jeans are a blend of cotton and wool.
01:03And it's name comes from Genoa.
01:06Jeans are woven from two sets of the same colour.
01:09And from this, fine trousers are made.
01:12Whereas, denim originates from the city of Nimes, France.
01:16Where a fabric, Sergei Denims, was famous.
01:19It was a mix of silk and wool.
01:22It was made from a coloured thread and a white thread.
01:25And it was more strong, but expensive.
01:28And it was used in work clothes, like overalls,
01:31where durability and comfort are required.
01:35Earlier, there were different fabrics used for work wear.
01:39When denim became more famous,
01:41the name of jeans became pants made of denim.
01:44During the California gold rush,
01:47a 20-year-old German immigrant, Levi Strauss,
01:50came to San Francisco to expand his brother's dry goods business.
01:54There, he met a gold miner,
01:56who was looking for good, strong pants.
01:58He asked Strauss,
02:00do you have such strong pants?
02:02That's when Strauss lost his mind.
02:05Why don't we make such tough trousers out of our rough denim fabric?
02:09Initially, these pants rocked.
02:13But soon, it was proven that these pants were not strong enough for miners.
02:18At the same time, there was a tailor, Jacob Davis.
02:21He noticed that some customers
02:23repeatedly had their ripped pants repaired.
02:26Then he thought,
02:28in the corners of the pockets,
02:30where most of the heavy tools are kept,
02:32he should put copper rivets,
02:34so that the pants don't rip despite the weight.
02:37Davis, along with Levi Strauss,
02:39obtained a patent for his riveted product.
02:42What happened next?
02:44This company ruined this market for a century.
02:48Even Hollywood didn't stop popularizing jeans.
02:52Like making handsome cowboys wear jeans,
02:55so that consumers wear them for leisure, not for work wear.
02:59In the 1950s, Young America discovered blue jeans.
03:03And the industry exploded in the US.
03:07Charles and Brando and James Dean
03:09popularized the image of denim-clad teenage idols.
03:13Rock and roll stars, hippies and anti-war protesters
03:17started wearing jeans to show support to the working class
03:20or for fashion.
03:22Feminists also adopted blue jeans to demonstrate gender equality.
03:27This fashion soon spread to other cultures as well.
03:31And denim became a statement of rebellion,
03:33more than a simple piece of clothing.
03:36The love for denim started in the late 70s,
03:39thanks to our favorite show.
03:51Anupama Chopra writes in her book
03:53that hippies wanted to keep their caste away from clichés.
03:57That's why she made Jai and Veeru
03:59wear denim in western cowboy styles,
04:02which wasn't common at the time.
04:05Meanwhile, actresses Parveen Babi and Zeenat Aman
04:08also made denim fashionable.
04:11Bollywood continued its affair with denim,
04:14and jeans became popular.
04:16At first, jeans were called blue dye.
04:19That's why it was called blue dechenis or blue of Genoa.
04:23This dye came from Indian indigo,
04:25which was found only in Indian plants.
04:28And Genoan denim trousers, which were made for sailors,
04:31evolved into overalls or boiler suits.
04:34These overalls were made of coarse undyed calico,
04:37which is a fabric called calicut.
04:41And the main manufacturing center of these overalls
04:44was the Dongri area of Mumbai.
04:46That's why Dongris became Dangris.
04:50Let's take a look at popular denim styles.
04:53Denim is a versatile fabric,
04:55which has everything for everyone's taste.
04:58Keenie jeans is a modern classic,
05:00famous for its snug fit,
05:03while straight leg jeans give a timeless, relaxed look.
05:07Boat cut jeans come with a bit of flair,
05:10which were originally designed for cowboys.
05:13For a casual vibe, boyfriend jeans give a relaxed, baggy fit.
05:17And it's also trending these days.
05:19Some people like raw denim,
05:21which is the purest form of denim.
05:24It's also called dry denim,
05:26because it's not pre-washed or pre-shrinked.
05:30Its lovers don't wash their jeans for the first 6 months,
05:34so that a unique fade can develop due to their use.
05:38Some advice says that
05:40it's enough to wash these jeans only 3 times a year.
05:44But buying a new pair of jeans,
05:46which means turning on your shower
05:48and letting the water flow for 21 hours,
05:51because about 10,000 liters of water is used
05:54to make just one pair of jeans.
05:57This produces 33.4 kilograms of CO2,
06:01which is as much pollution
06:03as driving a car for 1000 kilometers.
06:06And even brands agree with this.
06:08Today, only 10% of the cotton used in denim
06:11is produced by Airlseed.
06:14In India, cotton plantations
06:16are mostly irrigated with groundwater.
06:19And 54% of pesticides are used by the country.
06:24Cotton is only 7% of the total crop production.
06:27This is increasing sustainability concerns.
06:30Brands are responding to this concern
06:32by adopting sustainable practices.
06:34For example, Levi Strauss has implemented
06:36water-saving technologies,
06:38which reduces the use of water by up to 80%
06:41in the finishing process.
06:43Other companies are exploring foam dyeing
06:45and ozone technologies,
06:47which will reduce the use of both water and chemicals.
06:51Plants like DL-196 recycle 98% of the water.
06:56Some brands use laser technology
06:58to create distressed effects.
07:00Alternative denims like Tencel,
07:03which is a biodegradable fabric
07:05and is made of wood pulp,
07:07are also becoming popular.
07:09Recycling programs and monomaterial chains
07:11are also in trend these days,
07:13which makes the recycling process easier.
07:16So when you go shopping,
07:18think sustainable, think forward.
07:20This was the story of denim.
07:22Comment below which is your favourite jeans brand.
07:25If you have learnt something new from this video,
07:28then do like and subscribe.
07:30See you in the next video.
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