Denim<The Real McCoy's JOE McCOY Lot.905 / DENIM WHITE

The JOE McCOY Lot.905 / WHITE DENIM follows a pattern and style that is synonymous with denim jeans of the late 1960s and 70s. Made from a 14.5oz right-hand twill denim cloth, the JOE McCOY Lot.905 / WHITE DENIM is a tapered silhouette finished in white – a colourway first introduced in the 60s and favoured among this new younger audience.

During the 1950s, the way denim could be worn underwent a shift from utilitarian workwear to being seen as a versatile garment that could be worn not only in fields and factories but also on Ivy League university campuses. This evolution marked a pivotal moment in casual clothing, as denim's influence and popularity accelerated forward among the following generation of youths.

Marketing strategies orchestrated by denim manufacturers honed in on the summer of love of 67 and cut radio commercials tilted to the psychedelic and eccentric listening habits of an underground counterculture. This innovative approach to a new audience ultimately contributed to the popularity of the more tapered silhouette. As rock stars increasingly embraced denim, the shift towards casual clothing achieved iconic status, with jeans adorning now-legendary LP covers and prominent magazine spreads.