We’ve teamed up with the team at Levi’s to chat about the history of their denim, as well as the fifth instalment of its “Live in Levi’s®” campaign, “Circles.”
About LEVI’S®
The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have 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.
As the inventor of the category, the Levi’s® brand continues to define jeanswear with the widest range of products available, from quintessential classics such as the famous Levi’s® 501 Original jean.
LEVI’S® Classic – The 501
On May 20th, 1873, Levi’s invented a simple jean that would forever change the way people dress. For over a century, the 501 jean has been worn, torn, repaired, mixed, mastered and styled every way possible. Worn by generations – from workers to rock stars to Presidents – the 501 jean defines style and self-expression. The 501 jean has carefully evolved into a family of coveted fits, and with every second, it’s being continuously redefined across the globe.
In its 144-year-old history, the iconic 501 has become one of the most copied pieces of clothing in human history. It has progressed constantly – that’s one of its secrets – the reinvention has kept the 501 fresh and relevant.
Playing into the current vintage craze, our new updates bring us closer to a vintage 501. Meaning, we’ve done the work for you: you no longer need to sift through vintage piles to find the perfect fit, because that perfect fit is now available off the shelf designed through a modern lens, with an authentic vintage look and feel.
“We are very careful when we touch the 501, and we do it with a lot of respect,” explains Jonathan Cheung, the Head of Design at Levi’s® Brand. “People have been altering their vintage 501 jeans for a snug, skinnier fit for years, so we followed that as inspiration and created a vintage-looking 501 Skinny.”
LEVI’S® in South Africa
Following the peaceful democratic elections in 1994, Levi Strauss & Co. was one of the first global companies to re-enter the South African market. Committed to empowerment and upliftment, 80% of its first staff intake were previously unemployed or had no prior industry experience. The company now employs over 400 people with offices in Cape Town, Johannesburg and Durban. Many Levi’s® jeans sold in South Africa are manufactured in Levi’s® production facility in Epping.
LEVI’s® “Circles”
The Levi’s® brand has launched the fifth instalment of its “Live in Levi’s®” campaign, “Circles.” “Circles” celebrates our individuality and connectedness through music, dance and Levi’s®. Despite our many differences, there are times and ways in which people come together to celebrate our common humanity, as well as to rejoice in what makes us unique, recognizing that our communities are stronger because of them. “Circles” aims to recognize our connection across wildly different global communities and find the joy in our individuality.
Across generations, decades and communities, people wear Levi’s® jeans as a canvas for authentic self-expression. And the brand is defined by the stories people tell about them. The “Live In Levi’s®” platform is a celebration of all the ways that people wear Levi’s® and all the people that live their lives in Levi’s® around the world. They choose Levi’s® as a means of conveying their individuality. Yet at the same time, by wearing Levi’s® jeans, they are a part of something bigger. “Circles” uses dance to illustrate the commonalities of self-expression across a variety of cultures, showing that we are more alike than we are different. No matter where we are from, or what we believe, music and dance are universal languages. When we dance together during celebrations, we always end up dancing in a circle joined as a group, moving in unison. In the centre, the individual takes a turn, a celebration of uniqueness. In dance, there is room for both unity and individuality. Dance becomes symbolic of the Levi’s® brand – a unifier that simultaneously celebrates the individual – and the spot ends with the tagline: “Let’s live how we dance. #LiveInLevis” The Levi’s® brand values are rooted in courage and empathy and have been consistently demonstrated since Levi Strauss & Co. was founded in 1853. When Levi Strauss himself landed on the shores of California and donated his first profits to an orphanage, our culture of profits through principles was born. From there, we have been vocal supporters of equality and non-discrimination and pioneers of social justice, supporting the rights of immigrants, people of all colours, women and the LGBTQ community.Shop Levi’s here: https://www.zando.co.za/levis/
