EVOLUTION OF DENIM

THE HISTORY OF AN AMERICAN ICON

DENIM THROUGH THE DECADES

Denim was born out of the necessity in the late 1800s, providing sturdy clothing for laborers.
Its durability made it the fabric of choice for those building the foundations of the modern world.

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THE RISE OF DENIM CULTURE

In the 1950s, denim transitioned from workwear to a symbol of youthful rebellion. Hollywood stars
embraced jeans, catapulting denim into mainstream fashion and associating it with a spirit of defiance.

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DENIM GOES GLOBAL

The 1960s and 1970s saw denim become a canvas for self-expression. From patches to embroidery,
denim was personalized, reflecting the era’s counterculture movements and global unity.

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THE HIGH FASHION REVOLUTION

By the 1980s and ‘90s, denim had firmly entered the world of high fashion. Designers reimagined
jeans, introducing new cuts, washes, and styles that elevated denim to luxury status.

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R13’s MODEN TAKE ON DENIM

At R13, we honor denim’s rich heritage while pushing boundaries. Our designs fuse classic
elements with modern innovation, embodying the rebellious spirit that denim has always represented.