1900s to the '50s
Unless you were a cowboy or workin' on the railroad, a good ol' pair of Levi's just weren't meant for you. What started out as a workman's uniform, a pair of beat-up, worn-in jeans were made to be durable and strong, not fashionable nor cool. It wasn't until film stars like James Dean and Marlon Brando broke that stereotype in A Streetcar Named Desire and Rebel Without A Cause that denim became part of the tough, rebellious wardrobe. They were the iconic denim dudes that broadened the audience of American pop culture by taking a symbol of the working man's wardrobe and bringing it to Hollywood.