Blue denim jeans pretty much are cowboy cosplay. That’s why they got popular and why they remain popular. The close association with Marlboro Man rugged outdoor

Blue denim jeans pretty much are cowboy cosplay. That’s why they got popular and why they remain popular. The close association with Marlboro Man rugged outdoorsy “masculinity” is an enduring part of their appeal. Even if people aren’t consciously aware of that association driving them when they appreciate a pair of blue denim jeans decades of advertising has undoubtedly inserted that stereotype firmly into the commmon (sub) conscious. Even the premium Japanese denim brands play with the semiotics of denim as “honest” or “rugged” or “no nonsense” or “not fancy” all of which are tropes drawn from the mid-century American ideal of cowboys as a picture of perfect masculine achievement.