20th May 2013 marks the exact day 140 years ago that one of fashion’s most timeless and iconic products was born: Levi’s® 501® jeans
When Levi Strauss partnered with the 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 and fashion alike. 140 years later, it is more popular and even more relevant to global culture and style than ever before. 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.
To celebrate this milestone anniversary, Levi’s® has launched a line of non-denim, light-weight twill 501®s in new colours including mineral red, chalk blue, ivy green and true chino for the first time earlier this year.
Levi’s® have also created a short film as a tribute to how Levi’s® 501® jeans have become woven into the world’s cultural landscape.