Friday, May 10, 2013


Press Release

The Levi’s® 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 couldn’t have dreamed of its impact on modern culture. The Levi’s® 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 Magazine’s “Fashion Item of the 20th Century” – the original Levi’s® 501® button fly jean is an American icon that has been woven and stitched deeply into our world’s cultural heritage. From presidents to movie stars, farmers to fashion icons, entrepreneurs to the every man, the cultural significance of Levi’s® 501® jeans has been defined by the people who wear them. No other product has been worn, loved or re-imagined quite like Levi’s® 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.

Levi’s 501 Colored Pack (Spring/Summer 2009)

The Evolution of the Levi’s® 501®Jean

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 today’s 501® jean has been driven by a commitment to craftsmanship and quality. There isn’t a stitch on the jean that hasn’t 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. We’ve done it all in the spirit of the original, with the same care, the same craftsmanship, and the same attention to every detail. It’s the same Levi’s® 501® as always, like never before.

Levi’s Flagship Store Regent Street, London (Photo courtesy of Retail Design Blog)

What’s your interpretation? #501

From February through May 2013, the Levi’s® 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 Levi’s® 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

Levi’s® 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

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. What’s your interpretation? #501

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

Levi’s Whirlpool Sculpture by Ian Mcchesney (Photos courtesy of Retail Design Blog)

Levi’s® Bags by Checkland Kindleysides

Levi’s store by MBH Architects, New York

Levi’s XX store by WoodSmithe, Santa Monica, California

Levi’s XX store by WoodSmithe, Santa Monica, California

Levi’s Flagship Store Regent Street, London

Levi’s Curve windows 2012 Spring, London (Photos courtesy of Retail Design Blog)


The Levi’s® 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, Levi’s® 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 Levi’s® 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. Levi’s® 501®.

No comments:

Post a Comment

Related Posts Plugin for WordPress, Blogger...