From rugged workwear to cool street wear & hi-end fashion on the runway, denim has come a long way. With the Indian fashion edit recently turning the fabric on its head with a saree avatar, no other fabric beats the versatility of this all-time favourite. Levi’s limited-edition denim collections for FIFA World Cup 2026 also tap into the ongoing frenzy of the tournament.
The denim edit on the Indian fashion scene recently turned the fabric on its head. The 17th century rugged workwear was reimagined into an unbelievable avatar. A denim saree! Yes, none other than Madhuri Dixit, the celebrated Indian actor, dance diva, producer and television personality, adorned a custom denim creation by designer Mayyur Girotra for one of her OTT films promotion. The pre-pleated drape had vibrant color pops of floral embroidery motifs in gold, pink and green that completely stole the show.
Denim Has Come a Long Way
Denim has come a long way from its original durable workwear ergonomics to become the showstopper on the ramp as well as an all-time favourite street wear.
Did you know, in the late 17th century, weavers in Nimes, France, accidentally created the first denim, a course, sturdy, cotton fabric, when they were actually trying to replicate producing another popular heavy duty fabric called serge. Back then, the textiles were named based on the place they were first manufactured in. So, the new material was called “serge de Nimes” meaning literally “serge from Nimes.” Legend has it, much later when the fabric became popular among English and French merchants; they shortened the name to “denim.” During the same period in the Italian port city of Genoa, a similar fabric was produced from indigo-dyed cotton and wool. Sailors found this it highly useful for its ability to withstand wear and tear.
In 1853, Levi Strauss, a German-born American entrepreneur who founded the eponymous company to manufacture blue jeans in San Francisco commenced a dry-goods business supplying sturdy fabrics. One of his inventories was denim imported from Europe, which he sold to workers and tailors. To address the problem of pockets tearing under intense pressure, he along with a tailor named Jacob Davis, reinforced stress-points with copper rivets. In May 1873, they received US Patent 139,121 for “Improvement in Fastening Pocket-Openings.” The riveted “waist overalls” became the basis today’s jeans. The rivet innovation gave Strauss a competitive advantage until it expired in 1890, by when the design become omnipresent across America.
Denim & FIFA Frenzy
When has FIFA ever been a mere sports tournament? Never! Frenzy, fever, madness, carnival – call it anything but it’s definitely not “just another match”. The United States Men’s National Team (USMNT) away jersey from the 1994 FIFA World Cup was the first time ever when denim made the crossover. Produced by Adidas, the shirts featured an acid-wash denim graphic with stars. While initially scorned, it became a classic collectible.
This year, Levi’s had released iconic limited-edition denim collections for Mexico, England, and France for 2026 World Cup. Each country’s collection comprises denim jackets, shorts, a canvas tote bag, and bandanas, all displaying the national football federation logos.
Denim graphic jerseys, including the USA 1994 throwback jersey and patchwork jackets have become highly rated fashion items for the event.
