Levi's 501, one of the best-known jeans in the world, turns 150 and shows no signs of ageing, at most a few strategic rips!
They marked many stages in the change of our costumes, they were the pants worn by beloved actors and characters, they accompanied the young people of the 60s and second-hand is super flourishing, including vintage editions with upward prices on auction websites international.
Born in 1873
(the patent was filed on May 20 of that year), they are the result of the intuition of the American tailor Jacob Williams Davis who, having to reinforce the seams and pockets in the weakest points of a pair of work trousers in canvas (ordered for a woodcutter, reads the Nevada State Museum newsletter), applied for the first time
rivets
(the press studs) in copper.
The supplier of the fabric, a thick 'duck cloth' type denim and cotton canvas, was Levi Strauss.
The new model of
trousers with rivets
was such a success that Davis and Strauss
patented the reinforcement system,
officially launching what would become one of the best known trousers in the world: the 501.
Centennial breeches stand the test of time.
“Since its invention in 1873, these jeans have taken on a life of their own, becoming a beloved global icon of culture and enduring style,” explains Karyn Hillman, chief product officer of Levi Strauss & Co. “Transcended from pure utilitarian work to an everyday uniform adopted in every corner of the cultural landscape, across multiple generations”.
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The story
From an indispensable garment in men's workwear, to the 'western' style, it is Vogue that also inspires the American female public to choose it for their holidays.
They arrived at the cinema in 1953 thanks to a 'meditative' and fascinating
Marlon Brando
who wore them in the film 'The Wild One'.
Denim trousers became an icon of the style of young people who tried to escape the bourgeois conventions of 1950s society and soon became the universal leisure outfit.
In the 1960s, the 501s are
synonymous with countercultures
, worn by the Woodstock crowd, civil rights and Vietnam War protesters, as well as mods & rockers in the UK.
They are in cult films and on the album cover 'The freewheelin' Bob Dylan 'by songwriter and musician Bob Dylan (and not only on him).
Throughout the 1970s and 1980s, 501s
spread throughout the world,
from the Soviet Union to Japan.
Worn by rock stars like Kate Bush and Kim Gordon (who wear them ripped), hip-hop singers like Run DMC and NWA Steve Jobs also wears them and then the bikers of Oakland, the chicanos of Los Angeles and the bobos of Paris.
Unforgettable for the boomers and the first born of Generation X the famous Levi's 501 commercial from the 80s with the model Nick Kamen who in this way was noticed by Madonna and thus began her career as a singer.
In 1999 Times proclaimed the famous trousers
"the clothing item of the 20th century
" and they are still one of the best known in the world today, so much so that even the used Levi's 501 market is thriving.
There is no shortage
of original vintage versions
(like those from 1955, Marlon Brando style) jokes on the most popular online auction sites .
It cannot be denied how these trousers (and the brand) have accompanied the lifestyle of entire generations also through engaging advertising campaigns that invite self-expression,
far from conventions.
The historic 'live umbottoned' commercial of the classic 501s dates back to 2008 (on 'the first time' of a boy and a girl who, alone on a quay in a port, began to unbutton each other's jeans ... to then dive into the sea) .
The brand is now celebrating its 150th anniversary with an original campaign (
"The Greatest Story Ever Worn" )
which underlines the impact of 501 jeans on the lives of millions of people through the telling of significant life stories (inspired by true events) linked to these so popular trousers.
For now three short films (others will follow throughout 2023) signed by directors such as Martin de Thurah, Danish director, screenwriter and photographer and Melina Matsoukas who also directed the music videos of great artists such as Beyonce, Jay-Z, Rihanna, Snoop Dog and Lady Gaga.
In about a month, the shorts have exceeded 6 and a half million views on the channel.
