Levi Lore

Birth of the Blue Jean, To celebrate the 140th anniversary of the iconic 501 jean, Levi Strauss & Co. have created a video which documents its story as a “beloved icon of culture and style around the world.” The short film uses original black-and-white photographs to highlight the major evolutions in the 501’s design since its inception in 1873, as well as showing its influence on culture throughout the decades. “From old to young and punk to prep, the 501® is one of the most democratic fashion items ever created, defined by the people who wear it.” A symbol of individuality and universality, the 501 jean is the ultimate expression of personal style, worn by the pioneers who shape our world, generation after generation. Levi Lore.