Levi's has outfitted subcultures for years while giving us some of our favorite collaborative fashion moments in culture. At its core, Levi's denim is versatile and practical — an everlasting staple in our wardrobes that we can always rely on.
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Levi's didn't just invent jeans but established them as a fashion essential. What was initially a go-to workwear item in 1850s America, was embraced by subcultures from skaters to punks and everyone in between. Levi's are a functional streetwear staple that'll last a lifetime. So ditch the high street denim for a pair of Levi's, and add your perfect fit to your wardrobe rotation. Opt for Levi's 501s for a contemporary blue-jeans-white-tee James Dean look or go big with wide-leg 550s for a nostalgic 90's vibe. Levi's jeans are the most versatile and practical clothing piece of all time — an enduring classic that brings together any attire.
In 1853, Levi Strauss started selling workwear pants during the California Gold Rush. However, it wasn't until 1871 when he teamed up with tailor Jacob Davis to create "waist overalls," now known as jeans. Purposed for a sturdy, heavy-duty, functional uniform, Levi's 501's were made of heavy cotton dyed blue — denim. By the 1940s, Levi's had become the go-to for young people — "Everybody knew the name Levi's. Everyone in school was wearing them". Levi's jeans have gone from practical to stylish since, popularized in the 1950s by Hollywood style icons Marlon Brando, Marilyn Monroe, and James Dean. By the 1960s, Levi's had become synonymous with ruggedness, rebellion, and freedom, worn by mods, greasers, and rockers. In the '70s, Levi's 501's were adopted by skaters and hippie culture. Hence, Levi's has transcended into a streetwear staple we can't live without.
Decades later, Levi's has sustained its workwear origins, transcending its roots as a streetwear staple in everyday fashion pieces. From collections with Levi’s X Peanuts, Levi’s X Reese Cooper, Levi’s X Verdy, to Levi’s X Naomi Osaka, the brand continues to innovate through fresh collabs. New LEVI'S® X AMBUSH® unisex capsule offers a selection of wide-legged Levi's 617 bootcut jeans paired with a loose-fitting trucker jacket for a head-to-toe denim look, both featuring Levi's USP — Two Horse logo back patches.