The 1960’s and 70’s saw the next generation of youth culture and blue jeans. The look of blue jeans was diversified to include bell bottom styles and paints, prints patches and embroidery. Influencers include popular music and the counter-culture of the 60’s and 70’s. For example, Sonny and Cher helped popularize bell-bottoms in the 1970’s. But it wasn’t just ranchers, manual laborers, vacationing dude-ranchers, rebellious youth and the counter-culture that wore denim, Jeans, in one form or another, were now casual wear for the masses.