Getty images: Nada Italian singer, Rome 1970s. Jeans have been around since I have been around and I am sure they will out live me. However, it was not until the 1970s, postmodernism, that jeans were accepted as everday clothes that could be either dressed up or down. It was also, during this time that high end jeans were introduced into the market. It is interesting to think there was a time when jeans were not as common and widely accepted as they are today.