A blue fabric called Denim

250 million meters of fabric sold each year all over the world, distributed and made-up from the big retailers, but also greatly appreciated by the most prestigious fashion brands: this makes you wonder where is the real secret of the Denim and of the Blu Jeans.


Denim or Jeans?

For allaying one misunderstanding about the name, it is useful to say one thing to know if it is more accurate to talk about Denim or about Jeans, and when to use one or the other term.

First of all, Denim indicates the fabric, and not the clothing. The name of this indigo dyed fabric comes from the contraction “de-Nîmes”, in French from Nîmes, the town in the south of France, where this fabric was produced. Some paintings of the XIV Century show that the local farmers were using this fabric for their clothing already at that time.

Blue jeans is the English pronunciation of the French word “bleu Gênes”, that means blue of Genoa. It indicates the name of the most famous trousers all over the world, since about 150 years ago, when Mr. Levi Strauss imported hundreds of meters of this canvas fabric, through the port of Genoa.

ORIGINAL JEANS OF GIUSEPPE GARIBALDI by the Museo centrale del Risorgimento in the Vittoriano monument, testament of the “eldest jeans of the world”.


It was the age of the Gold Rush, when the Bavarian Mr. Levi Strauss settled in San Francisco. Down there he started to import the denim fabric, as he wanted to use it to produce sleeping tents for the gold miners. His plans changed when someone asked him to make robust trousers with strong seams using that fabric.

The Logo LEVI STRAUSS drawn in 1886 represents two horses pulling in opposite directions without being able to rip a pair of jeans


Some work-pants that have become a luxury

In the history no other item of clothing than the blue jeans have proven its versatility, and resiliency to the changes of the fashion and of the society. Despite being born as a working clothing, nowadays they don’t miss anything to be sold as a luxury garment. They have changed so much over the years in order to follow the different fashions, that the ripped, washed, scratched, and bleached blue jeans of today would make shake the heads of the old gold miners, that were just looking for “indestructible trousers”.

James Dean and Dennis Hopper on the set of “Rebel without a Cause”


A revolutionary fabric

Icon of the rebel youth of the Sixties, today the blue jeans are still a very powerful symbol of modernity. The uniqueness of the material they are made of, makes them an effective and reliable indicator of the changes and of the needs passing through the society and the fashion. The market was asking for elasticity and comfort, and here is a first crucial transformation with the introduction of the lycra … But it’s not over: there is already talk of breathable denim to make yoga, or for the dance, and for skiing. The research is also seeking a way to accumulate inside of the fabric the energy given off the movement of our body, in order to feed the smartphone without the need of the device.


Denim towards the future

Same as the industry is monitoring the consumer behaviour and it goes on to develop technologies to satisfy the new requirements, as well we of ETV are following the denim manufacturers to provide them – same as we are doing for the other kind of fibres and webs – the controls for a better and less expensive production. First in Italy, and later on all around the world, in Turkey, Pakistan, Bangladesh, Brazil, Mexico, and recently also in India, and in China, our cooperation is an important boost for the denim manufacturers that want to look to the future!