This article reconstructs the life story of a commodity, the blue jean, in 1960s and 1970s Buenos Aires. It analyzes how the blue jean was commercialized, who wore it, and the meanings they attributed to the jeans. In addition, it explores the cultural representations of the blue jean and analyzes the debates it sparked in the public arena, which revolved around the “Americanization” of Argentina’s culture; the shifting understandings of gender and sexuality; and the changing youth identities the blue jean allegedly embodied.