No not this article, but the latest pair of Levi 501 jeans. Recently launched as a celebration of years of iconic, classic design the brand have released a new version of their classic 501 jeans inspired directly by you, their denim devotees.
This is the first time ever Levi have actually altered the design of their 501 jeans, something that speaks volumes about the brand. For Levi’s were at their commercial peak in the 1990’s but since then, after ignoring the growing market of washes and cuts of denim, their sales have fallen.
In an attempt to regain lost ground then, the brand has analysed the different ways their fans alter and customise their own pair, whether that’s ripping, patching or cuffing, the design team have reworked their classic 501’s to incorporate these trends, saving their customers the hassle of doing it themselves.
The one alteration they found occurred again and again, was the increase of customers tapering the legs of their jeans. So, as if by magic, the latest 501 style jean comes already tapered, creating a ready-to-wear, wear-with-absolutely-everything pair of jeans. Not only that though, the new 501’s feature a nipped in waist and less fabric around the bum, preventing that ‘sagging’ look we all know too well.
If the jeans themselves weren’t effortlessly cool enough Levi has also gathered an ever cooler cast of musicians, including Haim and the Vaccines, to front the 501’s campaign with each band filming a video of how they style their own pair too.