Boomers and Gen Z may not share much, but one fashion trend continues to offer common ground. They all have a favorite pair of jeans. While denim may have started as a practical fabric for working long, hard hours, today, it lives as an ever-present staple in the wardrobe of every man, woman, and child.
In this great state of Texas, denim goes further, from crossing generations to crossing into the psyche of culture. You can’t have Texas without Western wear, and you can’t have Western wear without denim. Imagine dancing at Dalton’s or strolling the grounds at the Montgomery County Fair without a single pair of blue jeans in sight. The image is foreign enough to border on inconceivable. This is because denim has achieved icon status, not just in Texan and American culture but particularly in Conroe.
Sweet Texas Treasures knows something about icons. James Dean, Betty White, and Dolly Parton gaze at shoppers from their enshrinement on votive candles while shop owner Morgan Calhoun (who happens to have icon-themed paint on her nails: a tribute to the movie Jaws) shares the scoop on what’s trending in denim jeans. “There is a big push for heavy cotton jeans with sustainability,” Morgan says. Jeans with a higher percentage of cotton won’t wear out as fast as those made to stretch, containing manufactured fibers that melt over time as you wash and dry your jeans.
Morgan advises 100% cotton jeans only if the fit is good. Judy Blues are the way to go if you’re a bit “hippier” or have weight fluctuations. The brand balances quality with the right amount of stretch. While Sweet Texas Treasures’ number one brand comes in all the different cuts, Morgan says it would be flare, boyfriend, and skinny if she had to pick three. Flare is great to pair with a chunky shoe on a night out, while boyfriend is perfect for more casual looks, and skinny works when you want to show off your boots.
Ashlin Brenner and Peyton Kelley, sales associates at Cavender’s in Conroe, see a lot of denim move in and out of their store. The Conroe location is number one in the chain (of which there are 100) for sales in ladies’ denim and the top ten for men’s denim. On the top, they say that mid-rise and high-rise are popular, and, on the bottom, flare and trouser cuts. Like Morgan Calhoun, they see a lot of desire for boyfriend jeans. Rather than looking for boyfriend style jeans made for women, many female shoppers come to Cavender’s and head straight to the men’s side in search of Wranglers. While a popular choice for decades with ladies who ride horses, Pinterest and TikTok have blown up the trend by showcasing how flattering men’s jeans can be on women’s bodies.
What’s popular in the men’s department with men? Chris Hargrave, the manager of Cavender’s in Conroe, says he has seen a move away from high-waisted, thicker jeans to those more mid-rise with a little stretch. “It doesn’t cut you in half when you sit down,” he says of the newer style, and they allow more flexibility of movement while working. Some sacrifice is made in durability and the fabric’s ability to hold starch, but Chris believes that the manufacturers have found a good balance between quality and comfort. The two most popular cuts with men are boot and a slight flare.
Chris says Paramount Network’s Yellowstone has done for this decade what Urban Cowboy did in the 80s. At Halloween, the store is full of men looking to costume themselves as Rip Wheeler. He sees men and women willing to push their previous fashion limits by wearing denim on top, as well as on the bottom, mainly in the form of jackets, vests, and shirts. Seeing the show’s popular characters clad from head to toe in Western-style garments, he thinks, is the force driving some to step out of their comfort zone and into double denim.
In downtown Conroe, over on Metcalf Street, the trend of women seeking men’s Wranglers continues. Farralyn Withrow, owner of Small Town Famous, says that’s what the shop is known for and agrees that men’s jeans fit women’s bodies really well. She describes her store as a “curated collection of vintage western wear,” while the store carries a few new things, you’ll mostly find a rad assortment of authentic vintage items.
Small Town Famous is the place to start if you want to try vintage clothing but don’t want to do the searching yourself. Farralyn has already spent hours scouring the internet, searching thrift stores, and working her contacts to put together a variety of items that fit current trends. Coastal Cowgirl has been big, with denim skirts being a favored choice to achieve the look.
The coolest denim in the store? Farralyn loves the popular 90s Rockies jeans, a style with a high waist and no pockets. The store boasts several colorful pairs originally owned by a cowgirl who competed in the National Finals Rodeo. The cowgirl is now in her 50s, but her style is passed on to the young women whose fondness of the jeans is giving them a second life. Another favorite is the 70s flare jeans that remind Farralyn of Dazed and Confused.
While denim has undoubtedly solidified its place in the past and present as an icon of fashion, what about the future? When asked if she thinks we will wear denim in the perhaps eventual Mars colonies, Morgan Calhoun says she isn’t sure. However, she does quote a boutique-owning friend who says all styles of denim are here to stay.
“There is a big push for heavy cotton jeans with sustainability," says Morgan Calhoun of Sweet Texas Treasures. "Jeans with a higher percentage of cotton won’t wear out as fast as those made to stretch with man-made fibers that melt over time as you wash and dry your jeans."