Riveted: The History of Jeans

Over the fourth of July weekend in 1947, 4,000 motorcycle riders, wearing leather jackets and blue jeans roared into Hollister, California for a three-day rally. The small town woke to motorcyclists in an unusual uniform: leather jackets and blue jeans.

You might think that Levi Strauss invented jeans. In reality he is the man who brought them to market and made millions.

Denim is the quintessential American fabric. Yet its possible origins are spread across the globe.

Riveted: The History of Jeans reveals the fascinating and surprising story of the iconic American garment. They’re more than just a pair of pants — America’s tangled past is woven deeply into the indigo fabric. From its roots in slavery to the Wild West, youth culture, hippies, high fashion and hip-hop, jeans are the fabric on which the history of American ideology and politics are writ large.

Take a minute and picture the cowboy. He’s got on his hat and boots, maybe a gun on each hip, and, of course, his well-worn blue jeans.