Dude Ranches

Hard to believe, but true: jeans made the transition from work trousers to a trendy item of clothing thanks to the American form of farm holidays, "dude ranch tourism". In the early 20th century, many city dwellers went on ranch holidays to experience the lifestyle of the Wild West. At the ranch, they dressed like the locals with cowboy boots, Stetson hats and, of course, hard-wearing jeans. A little later, they would show up at barbecues in the suburbs of East Coast towns wearing blue trousers and western shirts.

The origins of the holiday ranches, which are still popular today, lie in the 19th century in the hospitality of the ranchers who accommodated wealthy East Coast residents for their hunting and exploration trips lasting several weeks. Later, hosting guests for a fee became a survival strategy for cattle ranches in times of crisis. For female guests in particular, ranch holidays provided a brief escape from social constraints and gave them access to trousers - especially jeans.

In 1935, Vogue magazine introduced the first women's jeans, "Lady Levi's", to the fashion-conscious public as "true Western chic". Soon, colourful shiny satin shirts and elaborate outfits trimmed with rhinestones and fringes complemented the look of the urban cowboy. A little later, jeans made the leap onto the catwalks of the fashion metropolises.

The special exhibition "Dude Ranches or how big city cowboys made fashion" aims to present this special form of tourism, particularly with regard to its influence on fashion and the history of jeans.

Last edited on 17.02.2025