Jeans, Gays And the American Dream

Jeans will be hot this summer, so get yourself ready. Enjoy these quotes and images, capturing the essence of denim history. 

Text, images, and design by Michael Hartmann. March 15, 2024.

“If there is a gay uniform, the differences are in how each man coordinates the details: the brand and cut of the jeans, the design of belts and boots, the haircut, the number and size of earrings.” –Lance Loud.

The gays have been lojal fan of jeans, denim, and, of course, the gay culture, with everything from going out to meeting friends for dinner. Jeans are back, and this summer, these items are hotter than ever. Why? Because fashion brands like Armani and Marc Jacobs are launching collections with jeans that will give you a sex appeal to remember.

“The whole world loves American movies, blue jeans, jazz and rock and roll. It is probably a better way to get to know our country than by what politicians or airline commercials represent.” -Billy Joel.

Jeans are casual-wear pants made from denim fabric. Say hello to inspiration, a piece of fashion history, and eye candy to get you inspired.

“I just wear jeans, big motorcycle boots and T-shirts that are way too big for me. I like anything that has lived a little bit, that has traces of life on it.” -Clemence Poesy.

In 1853, Levi Strauss, an immigrant from Bavaria, opened a dry goods company in San Francisco at the height of the California Gold Rush. While he was working, he recognized a need among hardworking people: clothes built to endure anything.*

Levi and tailor Jacob Davis combined copper rivet reinforcements with tough denim, leading to the first manufactured waist overalls in 1873. Today, we call them “blue jeans”. *

Levi Strauss went for the American dream, and found it.

“There are things in American culture that want to wipe the class distinction. Blue jeans. Ready-made clothes. Coca-Cola.” -Leslie Fiedler.

What started as an invention for the American worker became the uniform of progress. Worn by miners, cowboys, rebels, rock stars, presidents and everyday men and women, these functional pieces became the clothes people not only worked in—they lived their lives in them, too*

Hugo Boss is also breaking new ground. This winter, the German fashion house presented HUGO BLUE. Here is the promo video:

“I didn’t want to move or act like a rich man. I wanted to dance in a pair of jeans. I wanted to dance like the man in the streets.” -Gene Kelly.

Here is the first fashion story we posted on Cover story. It is about HUGO BLUE:


“Blue jeans and Hollywood and rock & roll won the cold war.” -Ben Dreyfuss.

“That’s gotta be the one remaining constant – jeans have gotta be tight, baby.” -Luke Bryan.

Recently, rapper Swae Lee did a set for HUGO BLUE, wearing jeans and a bomber jacket with a huge HUGO logo on the front. Here’s a snippet from HUGO’s Facebook page:

Denim has been a part of popular culture for decades.

If you havn’t already, you can watch the western movie Brokeback Mountain. This tale of forbidden love between two cowboys in Wyoming, became an instant hit with gay men after it’s release in 2005. If you like jeans and love, (who doesn’t?), grab your tissues and be a cowboy. The actors? Heath Ledger and Jake Gyllenhaal.

Here is the trailer:

Are you ready for spring?

Did you know? The queer section on Cover Story is filled with pop culture for the queer community.

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Michael Hartmann is a Norwegian music blogger based in Oslo. Connect on Instagram.

*Text are taken from and inspired by