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Wednesday, June 14, 2017

Levi’s® classic 501® jean, world’s most iconic denim, marks 144th year

It has been more than a century since the iconic Levi’s® brand came up with the original blue jean that changed fashion forever. To this day, however, Levi’s® classic 501® jean remains to be not only the most popular but also the most valuable piece of clothing for men and women.

In fact, no less than TIME magazine in 2000 named the 501 jean as the “fashion item of the 20th century,” edging out the miniskirt and the little black dress.

Levi’s® 501® jean was born 144 years ago, when Levi Strauss and Nevada tailor Jacob Davis partnered in 1873 for the first riveted pockets on men’s pants. The number 501® was assigned to the world-renowned “copper riveted waist overalls” as lot numbers were then used to classify products made by Levi’s®.

The classic Arcuate design on the back pockets of the 501® jeans was registered a trademark in 1943 and remains to be the oldest one still in use today. In 1964, a 501® pair entered the Permanent Collections of Smithsonian Institution. 
 
  Proven as an essential parcel of women’s fashion in the past 144 years, the classic Levi’s 501 jean is where vintage meets current and form meets function, as worn by Levi’s brand style director Kaede Matsumoto.
 
From artists to athletes, and from activists to heads of state, men and women who wrote history embraced the iconic blue jean, including 1950’s Hollywood icons James Dean, Marlon Brando, and Marilyn Monroe.

Apple founder Steve Jobs first sported his signature look of black turtleneck and Levi’s® 501® jeans in the 1980s, while former US President Barack Obama wore the iconic denim to throw out the first pitch at the All Star Baseball Game in 2009.

But like any timeless classic that endures the changing times, Levi’s® 501® jean has kept up with the evolving styles of young pioneers. It is a mix of both vintage and current, as it continues to reinvent itself to be more relevant in the modern age.

"Whether you wear the 501®, 501® Skinny, 501®CT, 501® Stretch or even 501® cut-offs, your jeans are a marriage between a tried-and-true classic and a modern twist. The 501® is the sweet spot that honors the legacy and heritage of the past while responding to the energy of today—and that is where the magic is,” Karyn Hillman, Levi’s® Chief Product Officer, stated.

Step up your denim fashion game like Taku with the Levi’s classic 501 Day collection, which includes the iconic 501 jean and denim vest.

"I could give you a hundred reasons why I think the 501® is the best piece of clothing design in human history, from a pure form-meets-function standpoint to its unparalleled cultural history, but you know what? It’s the bum. The backside. The rear end. The 501® bum is the all-time best,” added Jonathan Cheung, Levis Head of Global Design.

Just last year, Levi’s® introduced the 501® Stretch—the first time that the iconic jean is offered in stretch. And this year, Levi’s® welcomed the newest addition to its family—the 501® Skinny jean customized for today’s slim-fit trend.

To celebrate its 144th year of dominance in the market, Levi’s® is offering a 501® Day celebration collection on May 20, which will feature limited edition jean, short and vest. The brand also released its fifth and latest episode of the 501® Documentary Series, “The 501® Jean: Stories of an Original, Music,” which explores Levi’s® relationship with music history.

To learn more about the #501Day, visit http://levi.com.ph/501day.

ABOUT THE LEVI’S® BRAND

The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans has become the most recognizable and imitated clothing in the world—capturing the imagination and loyalty of people for generations. Today, 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 is available in more than 110 countries, allowing individuals around the world to express their personal styles. For more information about the Levi’s® brand, its products and stores, please visit levi.com.
 
 

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