Branding is as essential a part of the jean as is the type and shade of the denim. Branding not only positions the products but also makes those products more (or less) desirable. Therefore it is essential that the visual appeal of the brand is as desirable as the product. In designing the brand image creativity is a big deal. I must love the look of the brand as much as the content. Decorative flamboyance in branding was more evident in the early days of the jean. It is less so today.

Vintage original branding tags. Tags were used to express a significant a meaning, to empower the brand.

Leather patches were even used to portray a message. And of course the original Levi patch signified the strength of the product - two horses trying to pull apart a pair of jeans. This remains in use today.

Decoration has always been a part of the clothing or fashion scene and no less than in the arena of denim over a century ago. Embroidered and appliqué motifs have a naive simplistic charm randomly positioned across a jacket. For it was jackets that were then mainly used as vehicles for decoration. We also see examples of vintage embellishment where the stitchery has proliferated for its own sake, the jean or jacket becoming a blank canvas for colour and pattern in overworked threads.

Embroidered motifs and applique were and still are used to decorate and make a statement - jeanswear was the clothing sector in which such personalisation proliferated.

Decorations were mostly naive imagery - almost childlike in their simplicity but jeans were also used as a canvas for political statement.