1928 : Family company founded by Mrs. Rica Levy pioneer of the jeans in France
1945 : The jeans arrive in Europe at the same time as the GI’s
1948 : Introduction of the first jeans for women: the zip is at the front and not on the side
1950 : The jeans is the symbol of the youth’s revolution. We associate it to the black leather jackets and to the Harley : It’s the teenagers’ phenomenon.
1970 : Fashion code and symbol to the hippie generation.
1973 : In New York, the museum of contemporary art, exposes a selection of decorated jeans…which attracts 10000 visitors
1978 : First appearance of “Stone washed”, a new process that bombards the denim with small volcanic stones.