LEVI’S® UNBUTTON THEIR NEW 501® DESIGN

Levi Strauss has globally re-launched the iconic Levi’s® 501® jean – its signature denim jean which was voted the Best Fashion Item of the 20^th century by Time Magazine.

 

And, say the experts, the Levi’s® 501® jean - which is the ‘ultimate straight leg, button fly jean’ - has evolved through the ages but has never looked more trendy and relevant.

 

Debbie Gebhardt, Marketing Director of Levi Strauss SA says that research was carried out in eight cities around the world, including Johannesburg, to button down what today’s Levi’s® adorers are looking for in their 501® jeans.

 

“The final product offers the classic 501® look based on the original 1947 straight leg, button fly 501® fit, but has subtle adaptations which give the design a more contemporary feel.

 

“Levi’s® 501®’s will also come in a range of exciting new vintage-inspired finishes ranging from minimally- to mid-worn and medium to dark tones with ‘whiskers’ and abrasions that give character and depth to the jeans.

 

“The fit has a slightly slimmer, sleaker cut, but retains the authentic Levi’s® 501® silhouette. It has a straighter waistline and a lower back rise, which gives a cleaner look. The Levi’s® 501®’s unique anti-fit feature also allows the jeans to sit on the wearer’s body rather that in the waist, so they skims the backside, thighs and calves and deliver that sexy 501® butt.

 

“And with our new finishes, they already look like your trusty, well-worn 501®’s. But with time, the finishes and abrasions will change character depending on how the wearer fills the jeans. Every pair of 501®’s is eventually personalised by its owner – the ultimate form of fashion self-expression,” says Gebhardt.

 

The Levi’s® 501® – the original blue denim jean - was invented in 1873 by Levi Strauss & Co as work wear for gold miners in the American West, and since then has sold over 4 billion pairs.

 

Gebhardt explains that Levi’s® 501®’s are about originality, authenticity and individuality.

 

“Levi’s® 501®’s stand for self-expression, freedom and ‘living unbuttoned’. These values have resonated on some level with every generation over the past century, and this is why no other fashion item in the world has been as widely-accepted and treasured as the 501®.

 

They are the quintessential jean, worn by cowboys and presidents, miners and business moguls, ordinary citizens and celebrities,” she concludes.