(A look back at some of the things we used to wear in the 70’s)
Paul Fitzpatrick: London, March 2022
I can recall badgering my parents to buy me a pair of Wrangler jeans in 1971, a plea which fell on deaf ears, my Mum came home with a pair of brown cords from C&A, because she thought…. “they were a bit smarter!”
Maybe it was this early trauma that spurred me on to work in the jeans/denim industry for most of my adult life.
I did eventually get the Wrangler jeans I wanted in 1972, in what became an early example of… ‘If you want a job doing, do it yourself’.
Off I went to Arnott Simpsons department store in Glasgow to purchase them, weighed down with pocketfuls of change saved from my paper round earnings.
I can still remember the shiny Western labelling, the leather branding on the back pocket and the smell of unwashed denim.
I couldn’t wait to get home to try them on.
I have to admit that my enthusiasm diminished a tad when I realised that my new jeans were stiff as a board which meant you had to break them in… a bit like the wild stallion on the jeans label, which in retrospect was a fantastic piece of subliminal branding.
The first couple of times I wore them was agony, it felt like someone was rubbing sandpaper behind my knees… I missed my comfortable, soft brown cords!
I found out later that this was a rookie-mistake and that I should have washed the jeans first to remove all the excess starch but I’d probably have ignored this advice anyway, I’d waited long enough.
By 1974, trends had moved on a bit and like my old monkey boots, abandoned in a cupboard somewhere, dark, rigid, unwashed denim was now a thing of the past.
In its place were faded, lived-in jeans that looked like they’d been worn on a sun-kissed road trip from Laurel Canyon to Woodstock, whilst the wearer was listening to the Doobie Brothers.
Truth be told, the look we were going for was Robert Plant from Led Zeppelin (but maybe without the extra padding!) whilst the girls had their own fashion inspirations from that era.
The big problem with attaining that worn-in jeans look, circa 1974, was that you had to do the hard yards yourself…. stone-washing hadn’t been commercialised yet, so if you wanted to get your jeans to look like you’d lived in them for 10 years, you either had to live in them for 10 years or launder them several times a week, and who did that?
This led some to experiment with bleach, usually with disastrous results.
Back then most of us obtained our jeans from the usual outlets… department stores, mail order catalogues or boutiques but then an amazing thing happened, a specialised jeans shop opened in 1974 – Slak Shack on Hope St, near Glasgow’s Central Station.
It was a denim Mecca offering a variety of jeans, jackets, shirts and dungarees with one item standing out from the rest …. patchwork jeans.
Yep, new jeans made up of ‘old jeans‘ that had been cut and sewn together again.
Yep, ‘Old jeans‘ like the ones we’d been frantically trying to recreate by washing them every 5 minutes, plus the Slak-Shack strides were baggy which was the current trend and it didn’t even matter that there was only one leg length – LONG – because we were all teetering about on platform shoes now!
As soon as word got out about this fashion essential we all headed to the Shack, who struggled to cope, with demand rapidly outstripping supply.
The really cool thing about those original patchwork jeans in my book was that due to the customised way they’d been produced no two pairs were the same, so you could spend ages sifting through the stock to select your preferred pair.
Also, because the jeans were produced by using pre-used denim they were wonderfully soft and comfortable…. as if you’d been wearing them for 10 years.
Like most fashion crazes, other retailers and manufacturers soon cottoned on to what was in-demand and within a few months there were cheaper, nastier versions hitting the streets.
However, for a wee while in the autumn of 74, these personalised strides were like currency in Glasgow and Slak-Shack was the bank.
Once Upon a Time in The '70s 