Jams

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Cover of a Jams World gift box

JAMS is  one of the lines of clothing produced by Jams World.

Many baby boomers remember the wildly popular JAMS shorts of the 1960's. JAMS were closely associated with the California and  Hawaii surf scenes. The JAMS brand still exists, and  has grown into today's Jams World clothing and  accessories line.

[edit] History

Company founder " Dave Rochlen was a legendary surfer, originally in Santa Monica, California, then in Hawaii. Inspired by his own desire to find more  comfortable surfing attire, combined with a LIFE Magazine article showing Russians looking comfortable attending the beach in bathrobes, Rochlen bought some brightly-colored floral fabric and  asked his wife Keanuenue to make a short, baggie pajama with a sewn-up fly and  cut-off at the knee. With this vision, they created the first pair of JAMS on December 25, 1964. Soon, all of Rochlen's surfing buddies wanted a pair of his JAMS.

A pair of JAMS shorts

Rochlen quit his job as a systems analyst and  started his new company Surf Line Hawaii, Ltd. to make and  sell his new creation. Soon after his first commercial pairs of JAMS hit the Makaha Beach in Hawaii, their appeal as a surfing lifestyle item landed Rochlen and  a group of his surfing buddies a two-page spread in the June 1965 issue of LIFE Magazine, the magazine that inspired this whole phenomena. Within no time the JAMS line was picked up and  sold in exclusive shops that included Bloomingdales, Macy's, and  Lord & Taylor.

A Jams World shirt

It is  widely acknowledged that JAMS were revolutionary. The JAMS look was baggy and  bohemian, and  Rochlen took it  a step further by introducing JAMS in wild prints and  shocking pinks and  greens. it  was a clear departure from the more  subtle color combinations and  detailing (basically, stripes) of existing boardshorts.

[edit] The Name "JAMS"

One might think JAMS is  short for Jamaica, but it  is not. Dave Rochlen explained the name as "I thought of it. It's part of the word 'pajamas,' of course, and  it was what I wanted - short, quick, jargon, hip, young, one-syllable."

[edit] External links

• A Brief History of Jams World
• Jams World Company Website
• Dave Rochlen Invents Jams/Baggies
• Walker's Jams World Collection - A large private collection of Jams World items

Retrieved from "http://en.wikipedia.org../../../j/a/m/Jams.html"

Categories: Surfing | Clothing | Clothing brands |  and  textile companies">Clothing and  textile companies

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• This page was last modified 19:48, 21 September 2006 by Wikipedia user Erechtheus. Based on work by Wikipedia user(s) Nwmangum and  Jag123 and  Anonymous user(s) of Wikipedia.
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