{"id":13482,"date":"2022-10-21T16:15:00","date_gmt":"2022-10-21T14:15:00","guid":{"rendered":"https:\/\/fondazionefiladev.ive.ai\/?p=13482"},"modified":"2022-10-14T17:22:06","modified_gmt":"2022-10-14T15:22:06","slug":"labels-denim","status":"publish","type":"post","link":"https:\/\/fondazionefiladev.ive.ai\/en\/labels-denim\/","title":{"rendered":"LABELS: DENIM"},"content":{"rendered":"\n<div class=\"box-blog\">\n<p>Mary Quant defined them \u2018the greatest invention of all times\u2019, and we must really trust the inventor of the mini skirt.<BR>\nIt\u2019s hard to imagine our life without <strong>jeans<\/strong> trousers: thanks to their practicality, their persistence and their versatility, they\u2019ve been able to shape decades of style and pop culture, emerging as a unique fashion tool. What\u2019s the story behind them?<\/p>\n<p> <strong>Denim<\/strong> fabric was born in <strong>France<\/strong> at the end of the 19th century: it was cotton twill, characterized by transversal motifs. Its \u2018hometown\u2019 is <strong>N\u00eemes<\/strong> (the word denim comes from French expression \u2018de N\u00eemes\u2019), but the real change was in 1860 circa, when producers chose <strong>Genoa<\/strong> as reference port for the American market. <strong>The very first denim trousers<\/strong> were made right in Liguria, while in <strong>Nevada,<\/strong> in 1873, American tailor <strong>Jacob W. Davis<\/strong> reinforced a similar pair of trousers\u2019 seams with copper, designing an almost undestroyable <strong>working item. <\/strong> Davis joined merchant <strong>Levi Strauss<\/strong> to create a supply chain in San Francisco: in a very short time the two of them received tons of requests from <strong>workers from all America<\/strong>, and after the official patent the production became huge. \n<\/p>\n<p>\nThe transition <strong>from the working realm to object of desire<\/strong> was by the end of the last century, again the United States, in <strong>Hollywood:<\/strong> a new generation of actresses and actors started to wear denim trousers to please new, different audiences. <strong>John Wayne and Gary Cooper<\/strong> redefined the <strong>western<\/strong> movie imaginery, <strong>Carole Lombard and Marilyn Monroe<\/strong> soon became <strong>new icons of emancipation, Marlon Brando and Jamed Dean<\/strong> used jeans to embody <strong>archetypes of rebellion.  <\/strong>\n<\/p>\n<p>At last, fashion. After interpreting counterculture between the Sixties and the Seventies, <strong>in 1976 jeans appeared on worldwide fashion runways,<\/strong> adding to their natural practicality a new <strong>seductive allure.<\/strong> FILA was involved by this mood too, and in 1998 the <strong>F-Line collection<\/strong> presented fresh, tailored-like denim creations. Once again the brand from Biella was able to rewrite its DNA codes, inspired by a type of fabric that revolutioned style in more than an era.<\/p>\n\n<div class=\"box-suggest-newsletter\">\n<p>Would you like to receive &#8220;Wonnie News&#8221;? Subscribe <a id=\"link-wonnie-letter\" href=\"#box-newsletter-footer\">here<\/a>!<\/p>\n<\/div>\n<a class=\"box-go-homeblog\" href=\"\/en\/blog\">Back to the articles!<\/a>\n<\/em><\/em><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Mary Quant defined them \u2018the greatest invention of all times\u2019, and we must really trust the inventor of the mini skirt. It\u2019s hard to imagine our life without jeans trousers: thanks to their practicality, their persistence and their versatility, they\u2019ve been able to shape decades of style and pop culture, emerging as a unique fashion [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":13477,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15],"tags":[852,204,216,853],"class_list":["post-13482","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-denim-2","tag-fila-2","tag-fondazione-fila-museum-2","tag-jeans-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.9.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>LABELS: DENIM - Fondazione FILA Museum<\/title>\n<meta name=\"description\" content=\"Labels is our blog event devoted to the secrets of FILA fabrics. Today is about denim: that of jeans is a story of time and style revolution.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fondazionefiladev.ive.ai\/en\/labels-denim\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"LABELS: DENIM - Fondazione FILA Museum\" \/>\n<meta property=\"og:description\" content=\"Labels is our blog event devoted to the secrets of FILA fabrics. Today is about denim: that of jeans is a story of time and style revolution.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/fondazionefiladev.ive.ai\/en\/labels-denim\/\" \/>\n<meta property=\"og:site_name\" content=\"Fondazione FILA Museum\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/fondazionefila\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-10-21T14:15:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-10-14T15:22:06+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/fondazionefiladev.ive.ai\/wp-content\/uploads\/2022\/10\/21OTT2022_DENIM.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1192\" \/>\n\t<meta property=\"og:image:height\" content=\"624\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Fondazione\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Fondazione\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/fondazionefiladev.ive.ai\/en\/labels-denim\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/fondazionefiladev.ive.ai\/en\/labels-denim\/\"},\"author\":{\"name\":\"Fondazione\",\"@id\":\"https:\/\/fondazionefiladev.ive.ai\/en\/#\/schema\/person\/6552021df19f5f9b7f772a6ce3d5c9f5\"},\"headline\":\"LABELS: DENIM\",\"datePublished\":\"2022-10-21T14:15:00+00:00\",\"dateModified\":\"2022-10-14T15:22:06+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/fondazionefiladev.ive.ai\/en\/labels-denim\/\"},\"wordCount\":353,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/fondazionefiladev.ive.ai\/en\/#organization\"},\"keywords\":[\"DENIM\",\"FILA\",\"Fondazione FILA Museum\",\"JEANS\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/fondazionefiladev.ive.ai\/en\/labels-denim\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/fondazionefiladev.ive.ai\/en\/labels-denim\/\",\"url\":\"https:\/\/fondazionefiladev.ive.ai\/en\/labels-denim\/\",\"name\":\"LABELS: DENIM - Fondazione FILA Museum\",\"isPartOf\":{\"@id\":\"https:\/\/fondazionefiladev.ive.ai\/en\/#website\"},\"datePublished\":\"2022-10-21T14:15:00+00:00\",\"dateModified\":\"2022-10-14T15:22:06+00:00\",\"description\":\"Labels is our blog event devoted to the secrets of FILA fabrics. 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