ICONIC BRANDS - LEVI'S

Press Release

The Levis Brand Celebrates 140 Years 

Levi's ad campaigns (Photos courtesy of Levi's)

When Levi Strauss partnered with tailor Jacob Davis in 1873 on a patent for riveted pockets on work pants for Western pioneers, they couldnt have dreamed of its impact on modern culture. The Levis 501 button fly jean  the original and first ever blue jean  was born on May 20, 1873. And 140 years later, it is more popular and even more relevant to global culture and style than ever before.

Deemed Time Magazines Fashion Item of the 20th Century  the original Levis 501 button fly jean is an American icon that has been woven and stitched deeply into our worlds cultural heritage. From presidents to movie stars, farmers to fashion icons, entrepreneurs to the every man, the cultural significance of Levis 501 jeans has been defined by the people who wear them. No other product has been worn, loved or re-imagined quite like Levis 501 jeans. A symbol of individuality and universality  the 501 jean is the ultimate expression of personal style  worn by the pioneers who shape our world, generation after generation.

Levis 501 Colored Pack (Spring/Summer 2009)

The Evolution of the Levis 501Jean

Designed with uncompromised authenticity and tailored to perfection, the 501 jean has subtly evolved through the years  improving with age to provide every generation with the jean they need.

This season, the 501 jean will be available in the same great fit in new colors including mineral red, chalk blue, ivy green, true chino and white. A lighter weight shrink-to-fit twill fabric offers an incredible, buttery-soft hand feel.

The evolution of todays 501 jean has been driven by a commitment to craftsmanship and quality. There isnt a stitch on the jean that hasnt been reconstructed and improved to enhance this timeless product, while staying true to its essential core. Look for finer fabric, reinforced stitching, larger pockets to store your latest smart phone, and updated belt loops, inseams and cuffs. Weve done it all in the spirit of the original, with the same care, the same craftsmanship, and the same attention to every detail. Its the same Levis 501 as always, like never before.

Levis Flagship Store Regent Street, London (Photo courtesy of Retail Design Blog)

Whats your interpretation? #501

From February through May 2013, the Levis brand is embarking on a campaign called 501 Interpretation to celebrate the range of expressions of unique personal style from around the world. We put the Levis 501 in the hands of the fans young and old, famous and not so famous asking them for their interpretation of the original. A digital photo gallery of their images from high fashion to street style and everything in between will live at www.LEVIS501.com.

Levis fans can join the movement by tagging photos of themselves in their 501 jeans with #501 on Twitter and Instagram or by uploading directly at www.LEVIS501.com.

From this amazing collection, Levi's will hand select the photos that best represent the energy and events of these times to live in a limited-edition Book of 501 as a legacy for the future. Whats your interpretation? #501

The 501 Interpretation campaign will also run across print and outdoor platforms in select markets around the world. 

Levis Whirlpool Sculpture by Ian Mcchesney (Photos courtesy of Retail Design Blog)

Levis Bags by Checkland Kindleysides

Levis store by MBH Architects, New York

Levis XX store by WoodSmithe, Santa Monica, California

Levis XX store by WoodSmithe, Santa Monica, California

Levis Flagship Store Regent Street, London

Levis Curve windows 2012 Spring, London (Photos courtesy of Retail Design Blog)

ABOUT

The Levis brand epitomizes classic American style and effortless cool. Since the invention and patent of riveted clothing by Jacob Davis and company founder Levi Strauss in 1873, Levis jeans have become the most recognizable and imitated clothing in the world  capturing the imagination and loyalty of people for generations. And while the patent has long since expired, the Levis brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style.

Source: Levi's

Levis' ad campaign (Photo courtesy of Levi's)

Yesterday. Today. Tomorrow. Forever. Levis 501.