Levi’s has always been a favourite brand under the Zando umbrella, the brand has always been a household name. Known for its quality and durability Levi’s has gone from strength to strength. During the gold-rush days Levi Strauss moved from New York City to San Francisco to sell dry good to the miners.
He tried to sell canvas to them for their tents, but found little interest in it. So he made pants out of the material instead. The miners loved them. Although the pants weren’t particularly comfortable, they were the first ones durable enough to withstand the miners’ rugged living conditions. People nicknamed the pants Levi’s, after their creator.
_-levis_blog_(1).jpg)
Fast forward a good couple of years and you’ll find that Levi’s then and now drew its inspiration from music. Artists from Johnny Cash to Cat Power have long been rocking out in their Levi’s®. This season, we’re going underground for Fall/Winter 2017 and highlighting subcultures of music—the types of creative collectives that bubble beneath the city streets and come to life onstage with glowing amps, eager fans and rock star style.
Levi’s is tracking back to their rock roots of the 60’s and 70’s, think of The Ramones, Levi’s drew inspiration from this time, it gave them life and most of all street cred. Levi’s is celebrating 50 years of their iconic Type III Trucker Jacket, the final season of Orange Tab and the introduction of Levi’s® Altered among many others.
_-levis_blog_(1).jpg)
Jonathan Cheung, Head of Levi’s® Global Design said that Somehow, Levi’s® was, and still is, adopted by the youth and their subcultures. Levi’s® has become an intrinsic part of their self-expression. So that was very much our inspiration. The outsiders, the misfits, the rebels and the subcultures they generated — those people have always gravitated to Levi’s®. He’s a wise man.
Visit the Levi’s online store here.
References:
http://www.neatorama.com/2010/05/17/the-origin-of-levis/
