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Introduction: Blue Jeans as Transglobal Symbol of American Fashion CultureJeans are the most iconic garment in American culture, and they are inexorably linked to the history of the United States. Their origins in the nineteenth century have imbued jeans with meaning and have forever linked them to the mythic American West. The cowboy archetype has been a powerful marketing tool for denim manufacturers since the start of the twentieth century and remains influential to this day (Figure 1). However, the significance of jeans has moved beyond this early association to become an iconic symbol of American culture worn across multiple demographics and social contexts.1FigureThis Double RRL Ralph Lauren window display reveals the classic iconic symbol of the cowboy and his associations with Americana and brands such as Ralph Lauren, named after the American designer, 2012. Photo Courtesy of Joseph H. Hancock, II. [Color figure can be viewed at wileyonlinelibrary.com] [Colour figure can be viewed at wileyonlinelibrary.com]Despite, or perhaps because of, their initial and enduring connection to American culture, jeans are worn as everyday fashion worldwide and are what Eicher and Everson call "transglobal world dress" (52). However, jeans remain a complicated signifier of authenticity and the rugged individualism that has
The Journal of American Culture – Wiley
Published: Mar 1, 2023
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