Surviving and striving for 150 years is a miracle as disruptors have uprooted many products and brands with innovations. Levi Strauss stands out as a rare brand to survive and continue to grow in its 150th year.
The Jeans king company started by patenting copper rivets for work pants in 1873 and bloomed into an iconic clothing brand. It is a rare brand that has not changed much but still kept up with the changing fashion designs through small and fine tinkering of its products. The company adopted the necessary changes through its regular innovation to keep its customers glued to its products. The sponsors have announced a year-long celebration to celebrate the 150th year of existence of its most revered design, Levi’s 501 jeans.
Michelle Gass, president of Levi Strauss & Co. It is indeed an honor to celebrate such an incredible milestone of an industry icon. It is true that “Levi’s® 501® jeans are not apparel in closets around the world, but it is a garments embedded into the 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 percent compared to the year prior. You simply can’t tell the story of Levi’s®, or fashion, without telling the story of Levi’s® 501® jeans.”
What began as a patent for copper rivets on work pants granted on May 20, 1873, has become the most iconic and influential piece of clothing ever created over the last 150 years. A canvas for rule-breaking, do-what-you-want style, the 501® family has broken the boundaries of time and culture, showing up in closets across generations. And as today’s denim era centers around looser and more relaxed fits across men’s and women’s, the Levi’s® 501® family continues to be a fan favorite everywhere.
The 150th-anniversary celebrations would pay tribute to the original designers and producers of the iconic Levi’s® 501® jean. Tribute would also be paid to those that kept the Levis alive through new designs and innovations during the past century and a half. The most commanding aspect of Levi’s® 501® jeans is that it has withstood the test of time. It is still a leading design that is growing nearly 30 percent to last year. The iconic jean continues to make the Levi’s® brand stronger than ever before.
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 one of the most recognizable garments of 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. Levi’s range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their style.
As the category leader in denim with a history of innovation and design, the Levi’s® brand has the privilege to drive the future of the denim industry. The Levi’s® 501® fit has evolved and adapted over time — for 150 years — and it is that adaptability that has allowed the 501® family to continue to thrive. To celebrate the 150th anniversary, the Levi’s® brand will be introducing innovations to the 501® family, from limited-edition product drops like the reimagined 1873 “XX Waist Overalls” (the Levi’s® brand’s first blue jeans) to mainline product newness with the Men’s 501® ‘54 and the Women’s 501® ‘81. These products will be released throughout the year.
Levi Strauss & Co. is one of the world’s largest brand-name apparel companies and a global leader in jeanswear. The company designs and markets jeans, casual wear, and related accessories for men, women, and children under the Levi’s®, Dockers®, Signature by Levi Strauss & Co.™, Denizen® and Beyond Yoga® brands.
