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.
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.
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.”
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.
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.
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.
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.
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.
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.
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.
Images and captions via Levi Strauss & Co. Archives
Few things seem to excite style mavens more than vintage Chanel, but when this vintage denim Chanel makeup bag hit Nasty Gal, it was an intense moment for all of us. Many of us clicked frantically to check our savings account balances, and debated whether this morsel was worth dropping $558 on. In the end, someone thought so, cause it’s since sold out. But we just couldn’t bring ourselves to do it.
…But seriously, how sweet would it be to pull out this baby in the ladies room when you’re powdering your nose?!
Whoever snagged it, you’re one lucky duck.
Tags: chanel logo, denim bag, makeup bag, nasty gal, vintage chanel, vintage chanel bag, vintage denim
Denim lovers in Brooklyn know of a little gem on Nassau avenue right at the fringe of Greenpoint and beginning of Williamsburg, where the brunch and dinner crowds form for Five Leaves and Nights & Weekends. Loren is a small white brick denim haven filled to its brim with made-in-Brooklyn jeans, vintage denim finds and related treasures like men’s accessories and a selection of women’s denim staples. Denim Therapy was invited in for a bottle of vodka (wrapped in a snug denim case, designed by Loren Cronk in a special collaboration with ABSOLUT) and some jeans-to-go. We finished the evening off with denim-themed cocktails at Nights & Weekends.
Check out the video for more on the ABSOLUT collaboration:
Stay tuned for photos of DT’s resident denim expert Raffael in his made-in-Brooklyn jeans!
—Michelle Christina Larsen
Tags: ABSOLUT denim, brooklyn jeans, custom denim, custom jeans, denim shop brooklyn, Loren Cronk, made in brooklyn, mens denim, Nights & Weekends, raw denim, raw jeans, vintage denim
Here’s a TheCools.com Exclusive: The VEDA “Marten” jacket is the perfect solution to your need for vintage denim with an updated twist. The jacket is made from vintage Levi’s denim, hand selected by the VEDA designer, Lyndsey Butler. She combined the vintage denim with rich textured black leather collar and sleeves, along with new modern hardware in her studio in NYC. The result? Your new favorite piece of outerwear for spring.
Grab the VEDA “Marten” jacket on The Cools right now!
Tags: denim and leather, Marten jacket, mens denim jacket, thecools.com, veda, vintage denim, vintage Levi's, womens denim jacket
We’ve been daydreaming about spring here in NYC as the temp dips from teasingly-medium to absolutely frigid. We’re looking forward to breezing out the door in nothing but our favorite spring dress and the perfect denim jacket—there’s nothing quite as functional and stylish! While we wait for that moment of bliss we’re shopping around for our favorites, and we’ve saved you the trouble of doing the same by rounding up the best below.
1. Blank Denim Medium-Wash Jacket 2. J Brand Stretch Denim Light Wash Jacket
3. Topshop Moto oversized Acid Wash Jacket 4. Somedays Lovin Corner Store Denim Jacket
5. 7 For All Mankind Destroyed Denim Jacket 6. The Jean Jacket in Storm Cloud Wash
—Michelle Christina Larsen
Tags: acid wash denim, acid wash jacket, denim jacket online, jean jacket, madewell denim, perfect denim jacket, shop for denim jacket, spring 2013, vintage denim
Got a cellphone with sharp edges? Or a cellphone that you’ll use for the next three years? We didn’t think so. But you don’t need either of these things if you’ve got a pair of Earnest Sewn’s expertly distressed men’s jeans. Unlike obvious “artistic” distressing you’ll see in some lines, their jeans have subtle, rugged details like a worn-in cell-in-pocket facade and a bit of ripping near the hem. Denim Therapy may be in the business of fixing holes in jeans, but we’re no less impressed when a brand creates good, authentic distressing for the sake of style.
Visit Earnest Sewn to shop men’s denim.
—Michelle Christina Larsen
Tags: Denim Therapy, distressed denim, Earnest Sewn, hole in denim, jeans for men, project show, vintage denim
Denim Therapy had a chance to interview Big Star USA‘s women’s designer Miki Flores on the summer lookbook, the brand’s latest happenings, and what’s in store for next season. Go behind the scenes with this exclusive Q&A!
Denim Therapy: We’re in love with the Summer 2012 campaign/lookbook. What was the inspiration behind it?
Big Star: We used “Road Trip” as our theme for the Spring look book. A bit of a laid back bohemian vibe, which fit perfectly with our collection that included vintage denims, neon shorts and easy fitting jersey dress.
DT: Who is the Big Star customer right now?
BS: Our customers are independent and confident individuals who take youthful and modern approach when it comes to styling their outfits.
DT: What kind of washes are being emphasized in the line right now?
BS: We have always focused on bringing authentic denim washes to our customers. For this season, we focused a little more on paler shades and a bit of destruction with a twist of contemporary furnishings.
DT: Does your team have any pre-designing rituals?
BS: We normally take inspiration research trips to Europe or Asia to bring in freshness and also to step out of our daily routines. But doing vintage treasure hunts at flea markets or vintage stores are also very inspiring as well.
DT: Can you give us a hint about what’s next for F/W?
BS: Darker casts in authentic washes, leggings, wax coating, COLORS, prints, cozy cords, and workwear-inspired denims.
DT: How do you see street style/the web/developments in the online fashion community shaping the brand’s interaction (and even its DNA) moving forward?
BS: They play a huge role in shaping trends and what gets accepted at mass level. Most of us are spending more and more of our awake moments online or on our phones and seeing these influencers pushing new and edgier looks is definitely helping trend directions. I believe this plays a huge role on current trends of colors and prints.
DT: Finally, what message would you like to give to denim consumers right now?
BS: Be BOLD!
Visit Big Star USA to view the summer lookbook and shop!
—Michelle Christina Larsen
Tags: big star USA, interview, q&a, road trip, summer 2012 lookbook, vintage denim
Refinery29′s month of denim may have ended yesterday, but we’re still having a blast browsing the interviews, reviews, and styling tips. Today we wanted to share their interview with Madewell Denim Designer Jac Cameron, who says she owns 500+ pairs of jeans. Her talk about vintage classics and old school washes will have your inner denim geek developing a big ol’ girl crush.
Our favorite quote:
“Wash is the first thing that attracts me to a pair of jeans. It’s a huge part of what I love about denim. Dark, saturated shades are pretty much what I wear day to day, however washed-out, powdery blues are so pretty, especially as the weather gets warmer.”
Check out the full interview with Jac Cameron here.
Tags: dark-wash jeans, denim designer, jac cameron, Madewell, vintage denim, vintage Levi's
NYC DJ and certified badass party animal Haruka Salt opened up the doors to her closet recently so Denim Therapy could get a closer look at her style. Her selections included black and white lightening bolt printed jeans, acid wash high-waisted skinnies, and a lot of high-contrast pop accents. She confided in us that she loves mixing up vintage clothing with new, coming up with just as much variation as you’ll find in one of her DJ sets. We hit the street with Haruka in her favorite outfits and took these shots—get inspired below, and listen to one of her mixtapes while you scroll!
Look 1. Acid wash mid-rise skinny jeans with neon yellow tank top & chain-embellished shoes.
Look 2. Tie-dye skinny jeans with black tank and bright yellow heels.
Look 3. Printed light-wash jeans with screen printed t-shirt & oversized earrings.
Look 4. Lightning bolt printed skinny jeans with pastel purple top and vintage lemon earrings.
Look 5. Black denim mini-skirt with logo t-shirt and white fringe leather cowgirl boots.
Inspired? So are we. Stay tuned next week for our video interview with Haruka on her personal style!
Styling & photography by Michelle Christina Larsen.
—Michelle Christina Larsen & Sarah Greene
Tags: acid wash jeans, dj, female dj, haruka salt, nyc, skinny jeans, Street Style, vintage denim, what to wear