Since their appearance nearly 150 years ago, jeans have been worn by all segments of American society and exported around the world. This book traces their evolution from a simple utilitarian garment to the very embodiment of the American ethos. Touching on the rise and fall of indigo, the myth of the cowboy, American cultural imperialism, sex, advertising and countless other topics wrapped in denim, this is a history of popular American culture as told through an iconic item of clothing.