The 1930’s and 40’s saw the spread of blue jeans beyond the West and beyond just utility as just a work pant, thus crossing classed divisions. Jeans were a hard-wearing, easy-to-clean play-wear pant for for children and also men and women adopted blue jeans as casual wear.
Visitors from across the country and from Europe would vacation at ‘dude ranches’ and this help spread the popularity of blue jeans. Eastern stores would stock blue jeans for the vacationers to take West. Western movies and novels also helped popularize the rugged trousers. A June 1935 issue of Vogue magazine featured blue jeans in there pages hinting at the future when denim would be considered part of fashion.