Why always looking for new styles when there is already a perfect fit out there? One you can never go wrong with, one you can mix and match with just about anything!
I am talking about the legendary 501 original fit by Levi's, invented by Jacob Davis and Levi Strauss in 1873. True American Heritage. Levi's 501's are being worn and loved all over the world. They are simple, true and original. The combination of comfort and toughness gives a sense of freedom and self confidence to millions of devoted wearers.
The two visionary immigrants turned denim, thread and a little metal into the most popular clothing product in the world. Waist overalls was the traditional name for work pants, which is what these first jeans were called. The waist overalls where actually born trough the need of robust work pants by the Californian forty-niner (gold-digger). At first, Levi Strauss used brown sail cloth for the pants and because Jacob Davis was tired of constantly repairing the pant pockets, they added copper rivets for more strength - the first Levi's was born. And very soon after, they discovered the indigo color with which they dyed the fabric. In the first 50 years the jeans was mostly worn by cowboys, farmers and miners. The word jeans became more popular around the 1960's when the baby boom generation adopted the term for its favorite type of pants, the blue jeans.
James Dean - The Blue Rebellion
In America, the Levi's 501 was still symbolizing the "values" of the Wild West while the so-called Wild West was long gone. The dream factory Hollywood picked up the zeitgeist and created new heroes - heroes in blue jeans like James Dean and Marlon Brando.
With their movies "Rebel without a Cause - 1955" or "The Wild One - 1953" they expressed the growing dissatisfaction of the young generation, symbolized the rebellion against the old and their conventions, against a monotone life with material abundance and emotional emptiness.
The heroes on screen became the role models of the youth, wearing blue jeans became a lifestyle. Along with the fim reels of Hollywood came the booming jeans culture to Europe.
Flower people and pacifists:
The New Yorker Woodstock Festival in 1969 is being considered the height of the hippie and flower power movement. The festival appears like a denim commercial presentation.
California artist Bruce Wolfe was responsible for some of the most creative and compelling imagery for the brand's series of posters. These posters are among the best of his work.
