You know what's wrong with America? Its jeans. Glenn Beck denounced Levi's last year after the company featured global protests and revolutions in their ads, and now he's put denim where his mouth is and launched his very own jean line at 1791 Supply & Co. They are definitely more American, original, and timeless than any other jean.
Beck really loved Levi's up until an ad that made him want to throw out all his blue jeans. "It’s hard to believe that a company associated with America and working class values would use global revolutions and progressivism to sell their products," he said. Thus the idea for a 1791 Denim line was born: no progressivism here, just good ol' Americanism. "Rather than sit back and complain about yet another industry going overseas, Glenn decided to do something about it and tasked the nascent 1791 clothing line," explains the press release.
Not only are they 100 percent made in the U.S., the voiceover in the ad for the jeans goes a step further in declaring the absolute American-ness of the jeans:
These were the first American blue jeans. The jeans that built America. And they were built in America. Built at a time when things were timeless. A time when you knew things would last. A time when people worked for their dreams and their dreams worked for them.
That's a clear stab at Levi's, which were the actual first American blue jeans, which were first patented in 1873, which was 82 years after 1791, when the Bill of Rights was ratified despite a lack of blue jeans in America, and 139 years before Beck announced his plans to make the most original of all American jeans.
Of course, if Beck is trying to be a true all-American jeans alternative, he's gonna need to do better than the current lineup. 1791 Denim consists of two styles, classic and straight, both selling for $129.99 a pair. The jeans, which are apparently in "extremely limited" supply, "were conceived by Glenn, who has been involved with the new jeans in every step of the process from the stitching, to the buttons, and to the quality of the rivets." Also, sorry patriotic ladies: the jeans look like they are for men only.
This article is from the archive of our partner The Wire.