Seems so long ago -
hard to imagine now:
Brands mattering. But they did.
Crept up first in jeans;
no longer backyard work clobber.
Some time around 1970 I think,
only Levis or Lees counted.
At a pinch, Wranglers,
but they were more shirts and jackets.
And jeans got washed -
all the time. The fade:
it was all about the fade.
The brown leather Levi or Lee tag,
between belt loops over right cheek,
had to be removed.
Or you were set upon and 'tagged'.
Evidence of the ghost of the tag OK
but best removed straight after purchase.
The only allowable signage,
the tiny red tag on back bum pocket
with white writing: Levi's
or stitched black tag
with yellow writing: Lee.
Wranglers ditto.
In form one and two you could still
get away with Amcos or Keymans
with press-stud comb caddy pocket.
But by form three, Americans ruled.
No belts, no waist tags, just clean
un-ironed faded blue denim.
Australian jean manufacturers tried
but they couldn't compete with
authentic American 14 ounce denim
Amcos released a heavyweight denim
but it was just a sad imitation.
Worn, if at all, by Dads.
Best jeans had a hint of the original blue,
and a uniform fade, no white knees,
but even torn, worn-out Levi's
beat the alternative: no social life.
Not that there was no wriggle room -
zips or button fly, both acceptable.
bw
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