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In Case You Were Wondering: The Evolution Of Pants


To celebrate the 80th anniversary of the first pair of women’s jeans last month, Levi Strauss &Co. has created a snapshot of the evolution of pants. The images attached take us through the many years and styles of a women’s changing wardrobe and the look that, for so long, was such a scandal. For a closer look into the women’s pants throughout history (many, of course, being Levi’s), check out Unzipped.

8 - Stonewashing

 

Lady Levi’s®, Lot 701, was first introduced in 1934. This image appeared in the first catalog. They were called “Dude Ranch Duds,” the company’s new separate line of western wear.

1 - Lady Levi's

During World War II, many people visited dude ranches, as European travel was no longer possible. LS&CO. expanded its offerings of western clothing and always highlighted Lady Levi’s®. This is a catalog from the mid-‐ 1940s.

 

2 - Western

After World War II, the company started selling Lady Levi’s® jeans beyond the western states, where they soon became the uniform for the suburban mom. By the early 1950s, there was a change in attitude toward denim, which was now being seen as a fabric for leisure as well as labor. Trade magazines of the period make this very clear; in 1956 a writer for American Fabrics said that denim is in an “entirely new clothing category: it used to be work clothes, but now it’s work ‘n play clothes.”

 

3 - At Ease

By the mid-1950s, LS&Co. was making men’s and women’s clothing under the Casuals label. In 1955, the women’s Casuals line was so extensive it was given its own catalog, which was filled with the skirts, blouses, and “pedal pushers,” popular in films and in suburban backyards. The clothes were heavily advertised in magazines such as Glamour, Mademoiselle, and Seventeen.

 

4 the '50s-

In the 1960s, teenagers started to appear in advertisements reflecting the power of the Baby Boomer youth culture. In 1964, LS&CO. offered skinny stretch jeans for juniors, and these images appeared on in-‐‐store advertising cards that year.

 

5 - Stretch Lady Levi's

5 - Stretch

 

Lady Levi’s® jeans were made for both mom and daughter in the 1960s and looked stylish on everyone. This advertising in store item is from about 1963.

6 - The '60s

The 1970s was all about personal expression and individuality. Fashion was one way people expressed themselves. Jeans in this era had a more groovy shape – and the open-leg flare style was an instant hit.

 

7 - Flares

 

In the 1980s, the Levi’s® brand introduces the famous 501® jeans for women in 1981. The brand introduces stonewashing to women’s jeans just two years later in 1983.

9 - The White Revolution

In the 1990s, the Levi’s® brand offers a series of premium denim and continues to make a wide range of jeans – including the 501®, 550®, 512® Slim fits in an array of colors including the ever so popular white denim.

 

8 - Stonewashing

 

Today, 80 years after the birth of the jean for women, Levi’s continues to innovate to provide denim lifestyle solutions for women. In 2013, Levi’s introduced Levi’s Revel, a form-fitting jean with liquid shaping technology that shapes, lifts, and defines, with premium four-way stretch memory.

 

10 - Live in Levi's

Images and captions via Levi Strauss & Co. Archives

—DT Staff

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Posted Oct 16 2014 in Denim Therapy

Denim News: Levi’s Sues Evisu Over Tribute Jean


Tisk-tisk…I think we all saw this coming.

In a somewhat unsurprising move, Levi Strauss & Co. has cried foul over Evisu??™s plans to replicate some of the American denim brand??™s most famous pairs of jeans.

The San Francisco-based company filed a trademark infringement suit against its younger competitor on March 26. The action came a little more than two weeks after Evisu chief executive officer Scott Morrison revealed details of the upcoming ???Private Stock??? line to WWD on March 11. At the time, the Japanese brand said the limited edition run, set to ship for fall, would pay homage to Levi??™s 1944 501 jeans, its 1890 ???Nevada??? pair and its 1917 ???Campbell??? jeans. (WWD)

Evisu may have built their brand to have a cult following over the years, and rightfully so, but the bottom line is, don’t mess with the original denim  innovators.

–Nikki Cho Russo

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Posted Apr 01 2010 in Uncategorized

WWD News: Industry Betting on Denim for Back to School


by ROSS TUCKER

Posted THURSDAY JULY 16, 2009

From WWD ISSUE 07/16/2009

Guess Shop

Guess??™ SoHo store features denim (Photo by Kyle Erickson)

 

 

pic-11

Looks from Gap??™s 1969 Premium Jeans. (Photo by George Chinsee)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The industry is betting big on denim for back-to-school. 

In a landscape pockmarked with liquidations, reduced inventories and discounting, retailers and brands are targeting denim as the vehicle to drive sales in the year??™s second most important selling season. 

Gap Inc. and Guess Inc. are going back to their heritage for fall and stressing denim in their merchandise plans, and Levi Strauss & Co. thinks an uptick in denim interest will help turn around lagging volume. A shift toward more affordable prices in many lines should also prove attractive to shoppers who have pulled back on spending because of the recession. 

Early forecasts on the season aren??™t upbeat, but denim has shown resilience during the downturn. 

gap-1969

Looks from Gap??™s 1969 Premium Jeans. (Photo by George Chinsee)

The National Retail Federation??™s b-t-s survey found the average family with children in kindergarten through high school will spend $548.72, a drop of 7.7 percent from $594.24 last year. Although this figure includes anticipated spending on everything from pencils and Trapper Keepers to computers, it??™s certain that consumers will be hunting down sales in almost every spending category. 

No less an authority than J. Crew Group Inc. chairman and chief executive officer Millard ???Mickey??? Drexler has said the jeans market is saturated at cheaper price points and at $125 and above. However, Drexler, who this week launched the Madewell ??™37s jeans collection, also thinks there??™s an opening in the middle for ???cool, well-made, well-designed jeans at $59.50 and up to $100.??? 

 

Click here for the full story

 

–Nikki Cho Russo


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Posted Jul 16 2009 in Uncategorized
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