15/09/2008 September marks the return of an innovator of fashion; a name synonymous with the 20th Century that far exceeds the period. A name that has evolved as popular culture has evolved around it; a name that continues to do so now. A legend; a star; the original Levi’s 501.
It’s somewhat hard to believe that the template for the Levi’s 501 was created in 1873. We won’t bore you with claptrap on what has happened during that period - the wars, the tragedies, the births, the deaths - for this is about Levi’s; instead we’ll cut to the chase. Give you a bit of history on the product. That kind of thing.
The brain-child of Levi Strauss and Jacob Davis, the Levi’s 501 was the world’s first blue jean and would set the standard for other brands that followed. It is, indisputably, the original father of all by-products we see in the 21st Century, and no doubt will continue to be such an innovator for many years to come.
However, what places the Levi’s 501 apart from its competitors, is the attention to detail that goes into each and every pair. A total of 37 separate operations go into the iconic jean, including the famous double arc stitching on the back-pockets (known as the Arcurate) and the alluring, infamous five button-fly.
The latest model of the Levi’s 501 takes inspiration from the 1947 version of the jean, and is the result of extensive research by Levi’s throughout eight of the world’s capital cities. The take on the 1947 Levi’s 501 reintroduces changes to the wear of the jean; a straighter waistband; a lower back rise; a fit on the hips as opposed to round the waist.
It was the resulting look of the Levi’s 501, during the 1947 period, that gave birth to the now famous ‘501 butt’; the jean brushing the backside, thighs and calves to give a sexy, unique and contemporary identity - unrivalled to this day. The latest Levi’s 501's will be available across all Levi’s 501 washes in 2009, with three vintage-inspired finishes released this month.
‘Campaign Ripped’ is a mid-worn style with rips along the knees; ‘Big Rush’ offers a darker wash with whisker effects across the legs and abrasions across the knees; whilst ‘Blow Out’ is more in keeping with the Levi’s 501 of yore, with a heavily faded wash creating all that epitomises our conceptions of the original, classic jean.
In addition, Levi’s have produced four short online films to celebrate the re-launch. The films highlight the effortless cool, sexy look, comfortable feel and unbridled confidence of the Levi's 501 wearer. Oh, and in every single one of the four films, expect to see an attractive young ‘thang’ slowly undoing the buttons on their Levi’s 501. Reason enough to watch if ever there was one. Alas, the films can be found at: www.501.com/premiere
The three new, vintage inspired Levi's 501's hit shelves September 15th and are available from selected retailers nationwide as well as the Levi’s website. To see the Levi’s Unbuttoned short films and for further information, CLICK HERE. |
