... They represented the casual, rebellious image of the youth of that era. These jeans became a symbol of a dressed down society, breaking with conventional fashion and rigid social morals. During the late 70s and early 80s things began to change, the jeans were no longer seen as the fashion statement they had once been. They had become unpopular and no longer admired by teenagers. Gradually, the outward symbol of alternative culture was integrated into mainstream society; even respectable adults that had grown up wearing the jeans accepted them into their wardrobes, meaning that the jeans had lost there youthful, rebellious image. Also sales suffered further due to competition from other retail companies who could produce and sell their jeans cheaper. Sales were dropping massively and something needed to be done. An English advertising company called 'Bartle, Bogle and Hegarty' was employed to create an advertising campaign. There aim was to revitalise ...

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