The Levi’s® brand is kicking off a year-long celebration of the 150th anniversary of its most iconic design: the Levi’s® 501® jean. Throughout the year, the Levi’s® brand will celebrate with those who made the garment what it is today and those who will drive its future success: consumers, employees and communities around the world.
“We’re extremely honoured and proud to celebrate such an incredible milestone of an industry icon,” said Michelle Gass, president at Levi Strauss & Co. “Levi’s® 501® jeans are not just a staple in closets everywhere, but a garment woven into the very history of apparel and design. It’s a product that has withstood the test of time and today continues to make the Levi’s® brand stronger than ever before with the Levi’s® 501® family growing nearly 30% compared to the year prior. You simply can’t tell the story of Levi’s®, or of fashion, without telling the story of Levi’s® 501® jeans.”
What began as a patent for copper rivets on work pants in 1873 has, over the last 150 years, become the most iconic and influential piece of clothing ever created. A canvas for rule-breaking, do-what-you-want style, the 501® jeans have broken boundaries of time and culture. They’re a true original embraced by each generation as uniquely their own. The story of the 501® Originals begins with Jacob Davis and his landmark workwear innovation of copper rivets on canvas trousers. An instant success, Davis brought his copper riveted waist overalls to his dry goods supplier Levi Strauss. The two teamed up on a denim and duck canvas version, which they patented in 1873, and officially launched what would become known as the 501® jeans.
“Since its invention in 1873, the Levi’s® 501® jean has taken on a life of its own, becoming a beloved global icon of culture and enduring style,” said Karyn Hillman, chief product officer at Levi Strauss & Co. “The 501® fit has transcended from pure utilitarian workwear to an everyday uniform adopted by fans in every corner of the cultural landscape, across multiple generations. With such a monumental anniversary for the brand, we’ve leaned into our history, while threading through innovation and modern design, to bring a unique and exciting range of Levi’s® products to consumers around the world.”
