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

Monday, March 9, 2020

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.