1600's -Sailors from Genoa, Italy wear a sturdy pant referred to as "Genes".

1700's -Serge de Nimes, a wool-silk fabric developed in Nimes, France, becomes popular in France and England. Believed to be the origin of denim, a wool-based fabric called Nim and a cotton blend called jean are also in circulation by the middle of the century. By the late 1700's, denim is established in the US as a workwear fabric.

1840's- Loeb Strauss travels from Bavaria to the United States . Changes his name to Levi Strauss and sets up a dry goods business in San Francisco, selling blankets and clothes in the gold rush. Prospers.

1870's- Jacob Davis, a tailor from Reno, Nevada, comes up with the idea of using rivets on working men's overalls for strength, but can't afford the patent. He writes to Strauss, who puts up the money, and in 1873 the pair become partners, selling copper riveted "waist overalls" made from brown duck (tent fabric) and blue denim.

1890's- the top of the line denim pants are named 501, their lot number.

1900's- a fifth pocket, a second pocket on the behind is added. The first denim jacket, Levi's 506xx type-1 goes into production. It has a single breast pocket and a cinch back. In 1908 the patent for riveted clothing enters the public domain, allowing other companies to use the device.1910's- HD Lee starts making denim products, initially for mechanics. He invents mechanics' overalls for his chaffer by sewing together a denim jacket and trousers.

1930's- Hollywood cowboys, including John Wayne and Gary Cooper, wear jeans in the movies. It begins a new era for denim clothing, turning it from workwear into western gear. Lee creates the lined storm rider jacket. Cowboy-style shirts begin to appear.

1940's- Military American GI's start travelling with their denim jeans and jackets, transforming jeans into leisurewear. In

1947, the Wrangler Company is born, making jeans and jackets for cowboys and rodeo riders. Wrangler produces the first Sanforized jean-it doesn't shrink. Leisure styles start to hit the market.

1950's- In films such as 1953's The wild One starring Marlon Brando give jeans a rebellious, youthful image. The same year saw the birth of Levi's 507xx type 2 jacket- today's classic. The term "waist overalls" is abandoned in favour of the more modern "jeans". Levis begins exporting to Europe.

1960's- Pre-shrunk jeans blow wide, prior to this almost all jeans were shrink to fit. Levi's introduces sta-prest wrinkle-free products and white jeans.

1970' s-Stonewashing, making jeans lighter, is invented. Bell bottoms and decorated denims hit big. The five pocket Western style is adapted in corduroy and polyester.

1980's- Jeans go mass production and the selvage strip is lost from most denim products. Sandblasting, a process unnaturally aging jeans, is unveiled in 1998.

1990's- Mass market denim clothing goes into decline, but a new wave of designer denim products from the likes of Gucci appears. Vintage Denim Products become popular with purist denim lovers.

2000's- Twisted jeans become the commercial cornerstone of denim's fightback, first with Levi's Red and then with it's engineered line.