In the late 70s, jeans took on a new status—apparel not
just for the working class, but for the
rich, the beautiful and the famous—with the emergence of so-called
“designer jeans”. Calvin Klein made
them, So did Gloria Vanderbilt. Let’s not forget Sergio Valente and Sassoon. Suddenly, it was “in” to wear jeans again, and
a new jeans era began, with a slew of jeans manufacturer, both local and
international, jumping into the denim bandwagon.
There were Faded Glory jeans, Bang-Bang, and good ol’
Levi’s. But there was also Cacharel, Bunny Jeans, Boogie Jeans, and Pepe Jeans.
There were acid-washed jeans, stone-washed jeans , skinny jeans, double
denims. Jeans were crushed, frayed, and
faded and braided. And all sported labels that everyone flaunted with flair. Let’s
have a retro-look at some Philippine advertising from the Decade of Denim, the
1970s and early 80s.
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BAX JEANS, 1978 |
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BANG-BANG JEANS SHOP, 1974 |
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JEANS CACHAREL, 1980 |
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HUSTLER JEANS, 1978 |
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JAG JEANS, 1978 |
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KLIK JEANS,1978 |
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PADDOCKS JEANS,1978 |
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BOOGIE JEANS,1979 |
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SOLIDENIM FADERS, 1975 |
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WANTED JEANS,1978 |
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YOUNG IMAGE JEANS,1980 |
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PEPE JEANS, 1984 |
PHOTO CREDITS:
All identified jeans advertisers, their ad agencies and photographers,
Bakit wala ang Mayer's German jeans?
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