269. THE 1970s-1980s: DECADES OF THE DENIM GENERATION

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.

BAX JEANS, 1978

BANG-BANG JEANS SHOP, 1974

JEANS CACHAREL, 1980

HUSTLER JEANS, 1978

JAG JEANS, 1978

KLIK JEANS,1978

PADDOCKS JEANS,1978

BOOGIE JEANS,1979

SOLIDENIM FADERS, 1975

WANTED JEANS,1978

YOUNG IMAGE JEANS,1980

PEPE JEANS, 1984

PHOTO CREDITS:

 All identified jeans advertisers, their ad agencies and photographers,