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INTRODUCING THE LEVI’S® 501® DOCUMENTARY

INTRODUCING THE LEVI’S® 501® DOCUMENTARY

By: Andrew Jenner

INTRODUCING THE LEVI’S® 501® DOCUMENTARY
Levi’s® presents a three-part documentary film celebrating the 501® and its place in American history

INTRODUCING THE LEVI’S® 501® DOCUMENTARY
Levi’s® presents a three-part documentary film celebrating the 501® and its place in American history.

So what's that got to do with our young, edgy, loads-of-attitude audience? Well, good question! Watching the films at the UK's oldest cinema (very appropriate!) we were charmed with anecdotes from mainly 'old codgers'. But actually, Levis 501s have been around for so long you realise that these characters are telling us how the generations, in the decades since 1873 (yes, before Brando and 'Rebel Without a Cause'!) have reinvented them for their own generations. That's why it's relevant. In the same way as all the well-known, heritage brands get reinterpreted. 

So if you've got 15 minutes (or just 5 mins at a time) check out the films... there are some really cool characters waiting for you!

EPISODE 1: THE 501® GOES TO WORK
In the first episode of The 501® Jean: Stories of an Original, we trace the 501® Jean’s journey from a utilitarian garment for coal miners, cowboys, industrial workers, all the way to the creative workers who continue to wear it today.  

 

EPISODE 2: STYLE 
For the first time Levi’s® are worn for their look, rather than function. With the cowboy films of the 1930s, everybody wanted a piece of the cowboy lifestyle. Hollywood stars adopt it for decades and the 501® becomes a style icon: continuing to inspire contemporary designers and style leaders. 

 

EPISODE 3: REBELLION
The 501® is a symbol for countercultures and has been sewn into the fabric of America interpreted many ways over many years. The Rebels of the 1950s proudly wore the 501® jean – adopted from the labourers after the Great Depression – and made it a symbol of irreverence and solidarity. Worn by everyone from James Dean and Marlon Brando to Jack Kerouac and Jackson Pollock, the 501® jean became the emblem of youth and a symbol of rebellion. Rebels across the decades are united through outspokenness, individualism and their love of the 501®.

 

Levi.com

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