Few brands represent the United States’ contribution to apparel and fashion design as well as Levi Strauss & Co., known worldwide simply as Levi’s. The San Francisco-based denim brand, founded in 1853, was born when Jacob Davis conceptualized the use of a copper rivet to reinforce denim, in an attempt to create a more durable pair of pants. Alas, the American blue jean was born.
Levi’s has endured beyond its sesquicentennial anniversary due to the brand’s dedication to continuous production of its classic styles, in addition to its commitment to innovation. The iconic Levi’s 501 jean became popular with numerous subcultures between the 1950s to 1980s. The jeans' shrink to fit fabrication made them a go to for punks, hippies, greasers, rockers, and many other groups who sought the classic versatility of tight denim. In the 1960s and 1970s, Levi’s rode the wave of the denim craze to success, achieving significant growth during this era, as Americans embraced a more casual everyday style. In modern times, many designers and contemporary brands have jumped at the chance to collaborate with Levi’s because the brand is synonymous with classic American style. High fashion designers like Junya Wantanabe put their spin on in classics like the Levis x Junya Wantanabe 505 Pants , while streetwear brands like Kith experiment with denim washes.
In terms of streetwear, Levi’s worked with another American powerhouse, Supreme, creating a collection of styles that express both brands' philosophy. The collaboration’s Quilted Reversible Trucker Jacket and Bell Hat synergize the Levi’s classic aesthetic with Supreme’s esoteric and offbeat references, creating a modern American aesthetic. While Levi’s represents the designs that originated out of the rugged elements of the gold rush, other American heritage brands, such as Timberland, are equally compatible when crafting a look that represents this global style lexicon.
