When Louis Rosenstock launched DEVIL-DOG® Dungarees in 1948, he tapped into a demand for durable, practical clothing that resonated deeply with the ethos of the post-war era. This was a time when quality and utility in clothing were at the forefront of every consumer's mind as America rebuilt and redefined itself.

Rosenstock's vision brought to life apparel that stood the test of time, not just in durability but in values, mirroring the resilience and integrity of the nation's heroes.

Fast forward to today, and the principles that guided Louis Rosenstock then remain at the heart of DEVIL-DOG® Dungarees. However, what men have come to demand from their clothing has evolved dramatically.

Men's shift in their fashion hierarchy of needs since 1948 can be attributed to a variety of factors; The move from predominantly formal office attire to the acceptance and even encouragement of business casual and smart casual dress codes; A rise in active lifestyles and the casualization of everyday attire; the advent of technology and globalization introducing new fabrics & styles.

In 2024, functionality in clothing transcends basic utility. The modern man seeks a wardrobe that aligns with his dynamic lifestyle, enhancing both performance and style- without compromising comfort.

Whether it's commuting to work, traveling across continents, or engaging in leisure activities, there's a pronounced need for clothing that can keep pace with these diverse demands. Lightweight, stretchable, and durable fabrics have become indispensable in facilitating ease of movement and adapting to various environments, a departure from the heavier, more rigid materials prevalent in the mid-20th century.

Today’s clothing choices also include a desire for self-expression and uniqueness, breaking free from conventional menswear boundaries to embrace innovative fabrics, vibrant hues, and distinctive shapes. 

These demands have steered the industry towards both lightweight and stretchy materials like Repreve® polyester and nylon, which offer these exact benefits while also being environmentally friendly—a concern scarcely imagined by consumers in the early 20th century.