Who Would Have Thought B-Town’s Favourite Jacket Goes Long Back

On Levi Strauss’ birth anniversary, let’s take a look at Bollywood’s fascination with the denim jacket.

Dear millennials, hate to break it you, but your new and expensive denim jacket is not new at all!

The denim jacket, considered to be one of the big fashion trends of the 90s, has made a comeback so often that one wonders if it ever disappeared from the Indian fashion scene.

On the 50th anniversary of the Levi’s Trucker Jacket, here’s looking at the journey of the denim jacket in India.

Denims in India: A Filmy History

The denim jacket came to us, like many other trends, from the films and the wardrobes of film stars.

From Ramp to the Streets

The denim jacket possibly made its debut on the ramp with the turn of the 21st century. It wasn’t long before it came to dominate street markets across Indian cities.

Jean Jacket’s Millennial Avatars

Trust our generation to wear the trend with a twist. While some groups want jeans to be banned in universities across India, the denim jacket continues to be a millennial’s favourite clothing item.

To Denim or Not to Denim?

But wait... How suitable are denims for the Indian tropical climate? Also, do Indians care?

Suitable or not, the denim jacket continues to be an autumn/winter staple, a favourite hand-me-down, and a go-to jacket that is effortless but stylish.

History is witness, India’s love for denims knows no boundaries, no bans.

(On Levi Strauss’ birth anniversary, The Quint is republishing this story from its archives. It was originally published on 1 December 2017.)

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