What are the three classics of American cowboy culture?

Cowboy culture first emerged due to the pressure of life.

The United States is a country of immigrants, so there are no aristocrats, so it is easy to have the tradition of "glorious work to get rich". This is the core part of American thought. The "American Dream" means that a person who starts from scratch can eventually make a fortune. Great wealth.

As this idea gradually spreads, and immigrant countries are inevitably influenced by sailor ideas, it deepens the creation of wealth through labor and liberalism and individualism. In addition, coupled with the establishment and gradual expansion of American farms in the west, the concept of A large number of cowboys, these people wandered from farm to farm, making a living by looking after other people's cattle and driving away robbers. They gradually accumulated wealth, and later bought their own farms, made a fortune, and then boasted about their youth or real Or fake deeds, the denim clothing at that time was not the denim clothing we are familiar with today. Today's denim clothing developed from the khaki work clothes of the factory.

Americans from the 1950s to the early 1970s were called the "Beat Generation". They had little money and did not go out to work, so they could not afford to sell beautiful and shiny clothes, so canvas and khaki Widely adopted, this very comfortable attire just meets people's requirements for "freedom". Later, the "attached pocket" (a pocket used to hold lighters when marching) that was originally only available in the army was added, and it just fit and stuck Zippo lighters (note, zippo at that time was still a low-priced product), this is the origin of today's popular denim clothing, which means that denim clothing has nothing to do with cowboy culture, but has a great relationship with "happys".

Three classics of cowboy culture:

LEE

In the process of establishing American cowboy culture, LEE has come a long way road.

Through different stages of development, LEE has always maintained a posture that is both practical and fashionable.

LEE plays an important role in the evolution of jeans from practicality to fashion.

Company founder H.D. Lee was originally a work clothes manufacturer. In this century, he mainly supplied daily work clothes to farmers and workers in the Midwest and West of the United States.

Some classics from that time are still popular today, such as the suspender work pants “BIB’N’BRACE” and the long-sleeved jumpsuit “UNION ALL” that became the uniform of the US military in World War I.

It was a pioneering work in 1910 that the company's products could become a national image.

In 1975, the Lee brand of women's jeans was launched, and a women's jeans series called "FIT FOR GIRLS" was born.

The successful establishment of the Lee brand's men's denim market has laid a good foundation for the launch of the women's denim series.

Subsequently, Lee Company successively created brand series suitable for all ages and established a stable and huge denim kingdom.

Today, LEE’s long history has made it a mainstream jeans brand in the United States.

Its products still maintain a certain level and value in terms of tradition and avant-garde, and have become the code name for jeans that are both classic and fashionable.

As we all know, the originator of jeans is Levis. Lee jeans, which is nearly 40 years behind it, can quickly grow into the second brand in the fiercely competitive jeans market. One of the magic weapons for winning is correct positioning.

Lee has captured a market that has been ignored for a long time - the female market.

Qualitative research on female consumers aged 25-44, the main body of this market, shows that this group has a special liking for denim clothing (because denim is the witness of their youth and their growth partner) ), and "personality" is their most concerned interest.

Most women need denim that fits well at the waist and hips and allows for freedom of movement, and they have to try on an average of 16 pairs of jeans before they find the one they like.

Therefore, Lee cleverly positioned itself here and changed the traditional straight-line cutting in product design to highlight the female figure and lines; in the advertising performance, it fully reflected Lee's perfect fit and ease of putting on and taking off.

LEVI'S

is one of the most famous names from the American West.

It is also the name of Levi Strauss, the inventor of the world's first pair of jeans.

Levi Strauss immigrated to New York from Germany in 1847 at the age of seventeen.

Speaking almost no English, he spent his first few years in the United States working for his two older brothers.

He sells fabrics and household items in remote towns and villages around New York and KFC.

He sometimes even sleeps on the roadside or in an empty garage.

The news of the California Gold Rush fascinated the young Strauss so much that he took a ship and sailed to San Francisco in 1853.

He brought several rolls of canvas for tents and caravans to sell to the rapidly increasing number of residents.

But he found that canvas had a better use, because an old gold prospector said that he should sell trousers that could withstand the rough use of gold digging.

So he sent the unsold canvas to a tailor and ordered his first pair of Levi's jeans.

On that day, the legend of Levi'sR was born.

People spread the word about these tough jeans.

The young Strauss soon opened his first store in San Francisco.

He makes many waist-length leggings.

Later, he abandoned canvas and switched to denim, a strong cotton fabric woven in France with color-fast indigo dye.

Strauss made many improvements to the original design from 1860 to 1940, including rivets, an arched double horse guarantee leather label and a small back pocket flag, which are now world-famous. Authentic Levi's jeans logo.

Levi Strauss Company has indeed become an American tradition. To people all over the world, it represents the pioneering power and spirit of the West.

Wrangle

The Western Classic Wrangler has a long history dating back to 1904, and is very popular among cowboys and rodeos. More than 80% of cowboy competition champions choose Wrangler as their choice. Competition attire! It is said that during World War II, they took orders for US military uniforms! In modern times, it still has a sense of confidence in its roughness, and a modern flavor in its traditional classics!

In 1904, the Blue Bell Overall pany company was established, launching jeans in the form of work clothes and naming them "Wrangler" brand jeans.

In 1926, Blue Bell merged with Big Ben Manufacturing Pany, a workwear manufacturing company. During this period, the products launched by Xiang Wrangler were mainly practical workwear.

Recognizing the special needs of cowboys, Blue Bell expanded its production lines and devoted itself to the denim line, creating a model of the western image of blue jeans.

The earliest Wrangler jeans were called 11MW (Men's Western), mainly based on the Western horse riding competition racer (Rodeo) as the image.

The biggest difference between Wrangler jeans and Lee jeans is that Wrangler replaces the double arch decorative stitching with a "W" shaped stitching on the back pocket.