1947-50: The teenage uniform

The post war era saw a rise in another trend, this time catering to the younger generation. The late 40's was when Levi's collection of 501 jeans really started to take flight. Fashion has always had a strong tie to music and the rise of Levi's was greatly influenced by the music of the time. The cinch back that appeared on previous trousers was removed and the jeans were born, freeing teenagers from dress trousers and lasting all through their teenage years.

When the war ended, raw materials such as Denim were no longer rationed and so Levi's jumped right back into mass-producing their jeans to meet the high demand. There was no cinch or suspender buttons just plain old, classic blue jeans. Watch pocket rivets rose into popularity and the bow shape on the back pockets returned to being stitched on rather than being painted on as they were in the war. Thanks to new double needle technology the bow arches were much neater and uniform in size and didn't vary from machinist to machinist.