Outdoor workers circa early 1900's dressed in denim. Denim was originally considered only appropriate for out door hard labor. It was not until the 1970's that denim was considered appropriate attire for everyday wear.
A Levi poster, circa early 1900's. Denim popularized because of the California Gold Rush - Levi Straus was the first to truly capitalize on this event. Throughout the decades Levi has managed to stay in the game.
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