“Jeans represent democracy in fashion,” as Giorgio Armani famously posited. But if late capitalism has taught us anything, it is that the autonomy to decide between too many options isn’t always a good thing. The paradox of choice is a hard thing to grapple at the best of times, let alone when you’re getting dressed in the mornings.
Denim is not just hardwearing, it goes with anything. Originally pitched to labourers and sailors, then miners, ranchers and farmers thanks to Levi Strauss, it’s a form of workwear that has transcended to become a category of clothing in its own right. By the Cold War, blue jeans became a symbol of freedom. And now, with the increasingly casual dress codes, many of us are even free to wear them to the office. Which should, in theory, make life easier, but doesn’t always help when selecting an outfit.
