The 1960’s saw a new era of creativity and open-mindedness sweep through the nation. This was also known as the free-spirit or hippy generation. In 1967, the warm summer brought over 100,000 people to San Francisco to share thoughts, music, creatives, mind-provoking ideas, and of course psychedelic drugs. The goal of the summer of love was to expand their minds and open up to new experiences without any negative bias.

This new mind-frame extended to denim, which was essentially a blank blue canvas to the youth to which they could express themselves on. This is when personalization of jeans took off, with unique fits,cuts, embroideries, and even beading.