From Cotton Fields to Campaigns: The Untold History of Jeans in America

The recent spark of conversation amongst American jean companies has raised so many important factors and raises some unspoken speculation regarding certain topics based on the current climate in the United States of America today. It all started with the 1977 founded American company, American Eagle Outfitter’s  campaign subliminally, but loudly saying the quiet part out loud. The blonde hair and blue eyed Euphoria’s star, Sydney Sweeney was the face and muse of American Eagles’s newest campaign promoting eugenics and racism. The actress in the campaign referenced having “good genes” with pun intended, promoting racial undertones.

Now, if we are being real, the division in America is becoming more and more visible with the invisible line no longer a ghost, but here in the flesh. There is one side pushing equality, thinking of everyone in mind, progression, unity, and togetherness; and the other pushing the ideologies of whiteness to uphold a white Supremist society. In 2022,  Republican congresswoman, Mary Miller said that the overturning of Roe v. Wade was a  “historic victory for white life”; when referencing what she defines as a win fighting against abortion. The U.S. fertility rates have dropped and according to the 2020 census, “ The multi racial population has changed considerably since 2010”-this change comes at a 276% increase. In May of 2025, Trump’s administration approved and facilitated White South Africans immigration to the United States due to false claims that they are seeking refuge due to “discrimination” in their country, while actively and aggressively pushing the removal of non-white immigrants to further this agenda. It is a big point to point out that South Africa was still very much one of the most racially divided countries in the world, and their quick and easy immigration process to the US may just be  promoting the countries apartheid’s standard here. Currently, yet heartbreakingly we are witnessing in the world one the largest movements of genocide; an ethnic cleasning of the Palenstinan people in Gaza. On Tiktok, the Jewish community have  opened up the discussion about their “birthright” trips and the underlying agenda. Many have made statements that they were told, “ they have good genes” , so there is a push to get them to come to Israel, many of these “good genes” referring to blue eyes and light straight hair. My honest thoughts on this as a creative, an artist, a rebel, is how we can turn this time period into making a statement; how can our artwork and what we are passionate about reflect love, resilience, and identity. Superstar and trailblazer, Beyonce strategically and where destiny is purpose meet partnered with popular jeans brand, Levis. But, why was this partnership so strategic and an underlined and genius statement and artist expression during this time period and era of Cowboy Carter. Let’s take a look at what jeans symbolize in America culture and specifically Black American culture.