STARTED BY US. FINISHED BY YOU.
Worn by generations. Defining style for decades. A cultural icon. Since we invented it in 1873, the 501® Jean has been a blank canvas for self-expression. Always original.
Worn by generations. Defining style for decades. A cultural icon. Since we invented it in 1873, the 501® Jean has been a blank canvas for self-expression. Always original.
In this episode we trace the 501® Jean's roots as a utilitarian garment for coal miners, cowboys, industrial workers, all the way to the creative workers who continue to wear it today.
In this episode we trace when Levi’s® are worn for their look for the first time, rather than function. Hollywood stars adopt it for decades and the 501® Jean becomes a style icon: continuing to inspire contemporary designers and style leaders.
In this episode the 501® Jean is a symbol for countercultures as broad as biker clubs, punk, rap, skateboarding, and art movements. It can be seen on crowds through decades of activism: from beats to hippies, LGBTQ rights protests, to the fall of the Berlin Wall.
Japan explores the denim culture Levi's® generated beyond its homeland — a passion particular to Japan. This film tells the story of Levi's® arrival in Japan in the 1950s, the vintage denim explosion that culminated in the 1990s, and how Japan’s take on Americana is now globally influential.
The 501® Jean has reached many milestones on its amazing journey. Have a look at the heritage behind the jean by scrolling through the 501® timeline.
501® Originals. Worn by generations. Defining style for decades. Made original by you.
501® Jeans were made for the hardworking men of the West: Miners, Cowboys and Farmers. Cowgirls wore their husband’s or brother’s 501® jeans when they needed tough, durable clothing on the ranch, leading us to make the first jeans for women in 1934.
Levi’s® riveted overalls evolve into 501® jeans.
In the '50s, 501® Jeans were the uniform of youth rebellion. Worn by greasers and motorcycle gangs, they were so controversial, they were banned in some schools.
501® jeans with a stitched arcuate and slimmer fit are introduced.
The 501® jeans cool was contagious and pretty soon Hollywood stars like Marilyn Monroe were wearing them, showing the world how strong, capable and beautiful a woman can be in her 501® jeans. Marlon Brando’s biker cool in 501® jeans from the film ‘The Wild One’.
The 501® Jean’s rebellious reputation carried into the '60s and '70s counterculture, where Mods, Hippies and Rockers ignited a cultural revolution in them. Patched, painted, ripped and torn, they became a generation’s canvas for self-expression.
Young people hit the streets in protest of the Vietnam war. Woodstock Festival goers make love and peace in their Levi’s® jeans.
The LGBT community wears 501® jeans as they stand up for equal rights. 501® jeans use bar tacks instead of rivets at points of strain. Rivets were reintroduced in ’71.
From the slim-straight looks of the '80s, to oversized '90s hip hop style, to today’s 501® CT, The 501® Jean has evolved with the times, achieving icon status. It continues to define the modern dress code – and it always will.
German revellers in their Levi’s® at the historic fall of the Berlin Wall.
501® CT jeans with tapered legs are introduced for men and women.
