[Aktungbby]

https://www.levistrauss.com/wp-conte...-of-Denim2.pdf

Enter the 1930s - when Western movies and the West in
general captured the American imagination. Authentic cowboys wearing Levi’s® jeans
were elevated to mythic status, and Western clothing became synonymous with a life of
independence and rugged individualism. Denim was now associated less often with
laborers in general, and more as the fabric of the authentic American as symbolized by
John Wayne, Gary Cooper and others. LS&CO. advertising did its part to fuel this craze,
using the West’s historic preference for denim clothing to advertise Levi’s® waist
overalls. Easterners who wanted an authentic cowboy experience headed to the dude
ranches of California, Arizona, Nevada and other states, where they purchased their first
pair of Levi’s (the products were still only sold West of the Mississippi). They took these
garments home to wow their friends and help spread the Western influence to the rest of
the country, and even overseas.

Bend in the River: Winchester 76: <bottom line: while denim(Levi Strauss) goes back to 1848. the western flicks of the 50's used 'poetic license' to push the
denim-rugged look...and I otta know