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.
This episode explores the power of music and the impact of the Levi’s® 501® Jean on subcultures throughout musical history to today. Featuring artists such as Grammy Award winner Solange, rapper and actor Snoop Dogg, iconic country singer Dwight Yoakam, and many more.
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.
