THE APPEARANCE OF CHINO IN US UNIVERSITIES

Of course, it is not only this factor that will democratize the famous Chino!

Indeed, one of the most important remains the massive influx of American veterans into universities. You should know that in the United States, there existed what we call the GI Bill, a law published in 1944 giving numerous advantages to former GIs of the American army who fought during the Second World War. In particular, it will significantly reduce tuition fees, which will allow veterans to be able to study without being held back by the price factor. This is how we will find the Chino within prestigious American universities (mostly very selective).

From the 1950s, chinos were the centerpiece of the preppy style, a fashion trend launched by the upper class of the East Coast of the United States. The ephemeral style represented a wealthy social environment studying at major American universities. The film Love Story released in 1970 perfectly illustrates this movement. Moreover, shortly after the release of this feature film, he launched one of his first collections around the Preppy style.

It was only around the 1950s that Chino was perceived as a civilian style of clothing known as “Ivy League” or even “P reppy ” .