Of course, it is not only this factor which 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 was what is called the GI Bill, a law published in 1944 giving many advantages to former GIs of the American army who fought during the Second World War. In particular, it will considerably 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 the prestigious American universities (for the most part very selective).

From the 1950s, the Chino was also the centerpiece of the preppy style, a fashion trend launched by the Upper class of the East Coast of the United States. The short-lived style represented an affluent student background 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 not until the 1950s that the Chino was perceived as a civilian clothing style known as “Ivy League” or even “P reppy .