Blue jeans as we know them originated during the 1849 Californian Gold Rush. They (1) ... by German storekeeper Levi Strauss and Latvian tailor Jacob Davis. Levi Strauss never wore a pair of jeans himself  — he was a wealthy businessman, and jeans were only worn by manual workers and cowboys. But then their popularity (2) ... after the Second World War. Young people started wearing jeans to imitate young Hollywood stars. However, they were associated with rebellious behaviour and were banned in schools. So each time you wear jeans, you’re actually wearing 100 years of style history! Moreover, they (3) ... basically the same since they were first designed. The secret to their long life? They are comfortable, easy to wear and (4) ... you a little confidence.