It has been more than a century since the iconic Levi’s brand came up with the original blue jean that changed fashion forever. To this day, however, Levi’s classic 501 jean remains to be not only the most popular but also the most valuable piece of clothing for men and women.
In fact, no less than TIME magazine in 2000 named the 501 jean as the “fashion item of the 20th century,” edging out the miniskirt and the little black dress.
Levi’s 501 jean was born 144 years ago, when Levi Strauss and Nevada tailor Jacob Davis partnered in 1873 for the first riveted pockets on men’s pants. The number 501 was assigned to the world-renowned “copper riveted waist overalls” as lot numbers were then used to classify products made by Levi’s.
The classic Arcuate design on the back pockets of the 501® jeans was registered a trademark in 1943 and remains to be the oldest one still in use today. In 1964, a 501 pair entered the Permanent Collections of Smithsonian Institution.
From artists to athletes, and from activists to heads of state, men and women who wrote history embraced the iconic blue jean, including 1950’s Hollywood icons James Dean, Marlon Brando, and Marilyn Monroe.
Apple founder Steve Jobs first sported his signature look of black turtleneck and Levi’s 501 jeans in the 1980s, while former US President Barack Obama wore the iconic denim to throw out the first pitch at the All Star Baseball Game in 2009.
But like any timeless classic that endures the changing times, Levi’s® 501® jean has kept up with the evolving styles of young pioneers. It is a mix of both vintage and current, as it continues to reinvent itself to be more relevant in the modern age.
"Whether you wear the 501®, 501® Skinny, 501®CT, 501® Stretch or even 501® cut-offs, your jeans are a marriage between a tried-and-true classic and a modern twist. The 501® is the sweet spot that honors the legacy and heritage of the past while responding to the energy of today—and that is where the magic is,” Karyn Hillman, Levi’s® Chief Product Officer, stated.
"I could give you a hundred reasons why I think the 501® is the best piece of clothing design in human history, from a pure form-meets-function standpoint to its unparalleled cultural history, but you know what? It’s the bum. The backside. The rear end. The 501® bum is the all-time best,” added Jonathan Cheung, Levis Head of Global Design.
Just last year, Levi’s® introduced the 501® Stretch—the first time that the iconic jean is offered in stretch. And this year, Levi’s® welcomed the newest addition to its family—the 501® Skinny jean customized for today’s slim-fit trend.
To celebrate its 144th year of dominance in the market, Levi’s® is offering a 501® Day celebration collection on May 20, which will feature limited edition jean, short and vest. The brand also released its fifth and latest episode of the 501® Documentary Series, “The 501® Jean: Stories of an Original, Music,” which explores Levi’s® relationship with music history.
To learn more about the #501Day, visit http://levi.com.ph/501day.