0 Fashion Nova Try-On Haul!



window.clique.article = {"amp":true,"author_slugs":["elinor-block"],"authors":[{"id":695,"full_name":"Elinor Block","first_name":"Elinor","last_name":"Block","slug":"elinor-block","image":"https://cdn.cliqueinc.com/cache/users/695/elinor-block-695-1507732263-main_image.500x500uc.jpg","email":""}],"canonical":"https://www.whowhatwear.co.uk/levis-501","canonical_domain":"https://www.whowhatwear.co.uk","canonical_tld":"whowhatwear.co.uk","channel":{"id":1,"name":"Trends","slug":"trends"},"channel_slug":"trends","data_version":4,"enabled":true,"environment":"production","go_id":"7b6fc2f1-6a10-11e8-a7d7-0ed74fd6df66","has_image":true,"headline":"Take a look at how Levi's 501s became so popular.","id":252082,"images":{"fb":{"url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1520958751657-fb.700x0c.jpg","filepath":"posts/252082/levis-501-252082-1520958751657-fb.jpg","height":630,"width":1200},"main":{"url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1520958751805-main.700x0c.jpg","filepath":"posts/252082/levis-501-252082-1520958751805-main.jpg","height":600,"width":800},"promo":{"url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1520958751623-promo.700x0c.jpg","filepath":"posts/252082/levis-501-252082-1520958751623-promo.jpg","height":933,"width":700},"square":{"url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1520958751753-square.700x0c.jpg","filepath":"posts/252082/levis-501-252082-1520958751753-square.jpg","height":700,"width":700}},"image_types":["main","square","fb","promo"],"interstitial_style":1,"key":"whowhatwear.co.uk/levis-501","last_synced_at":"2018-09-26T19:13:07.047484Z","main_image":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1520958751805-main.700x0c.jpg","pinterest_image_board":"whowhatwearuk/denim","promo_image":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1520958751623-promo.700x0c.jpg","promo_template":"default","sailthru_hash":"","section":{"id":535,"name":"Denim","slug":"denim"},"section_slug":"denim","seo_description":"Levi's 501s don't need any introduction. We're going to go on the assumption that everyone pretty much knows what the iconic jeans look like. ","seo_title":"Levi's 501: A Look at the Iconic Jeans We Still Wear Today","share_short_urls":{"default":"http://wwwear.me/nvDYLWG","email":"http://wwwear.me/e4DRsL8","sms":"http://wwwear.me/3txto2y"},"short_url":"http://wwwear.me/nvDYLWG","sidebar_ad":true,"site":"fashion","site_id":7,"site_key":"fashion","slug":"levis-501","slug_variations":["levis-501/slide1","levis-501/slide2","levis-501/slide3","levis-501/slide4","levis-501/slide5","levis-501/slide6","levis-501/slide7","levis-501/slide8"],"square_image":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1520958751753-square.700x0c.jpg","state":"published","story_format":"generalized_story","tags":[{"id":2442,"name":"Levi's","slug":"levi-s","type_slug":"brands","type_description":"Brands or Designers which are mentioned in this content.","type_weight":4,"type":"Brands/Designers"},{"id":3597,"name":"trends","slug":"trends","type_slug":"tags","type_description":"General tags which are attached to this content.","type_weight":2,"type":"General"},{"id":48148,"name":"homepage-carousel","slug":"homepage-carousel","type_slug":"internal","type_description":"Internal tags which public site will not see.","type_weight":6,"type":"Internal"},{"id":71550,"name":"Stock","slug":"stock","type_slug":"story-type","type_description":"Used to track metrics against stories, as well as target content or user paths accordingly.","type_weight":9,"type":"Story Type"},{"id":2264,"name":"Denim","slug":"denim","type_slug":"tags","type_description":"General tags which are attached to this content.","type_weight":2,"type":"General"},{"id":58618,"name":"Service/Evergreen","slug":"service-evergreen","type_slug":"story-type","type_description":"Used to track metrics against stories, as well as target content or user paths accordingly.","type_weight":9,"type":"Story Type"}],"tag_slugs":["brands-levi-s","tags-trends","internal-homepage-carousel","story-type-stock","tags-denim","story-type-service-evergreen"],"template":"default","title":"140 Years On, These Jeans Are Still the Coolest","tweet_text":"140 years on, these jeans are still the coolest wardrobe staple:","tweet_text_variations":["Why Levi's 501s will always stay in our wardrobes: "],"unique_id":"7s15209584479349","uuid":"5aa7fbefe43da","widgets":[{"fields":{"alt_tag":"Levis 501","credits":"\u003cp\u003eCollage Vintage\u003c/p\u003e","title":"levis 501"},"id":2644056,"images":[{"url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1520958759892-main.700x0c.jpg","filepath":"posts/252082/levis-501-252082-1520958759892-main.jpg","height":700,"width":700,"type":"image"}],"template":"default","type":"image","weight":0,"image_url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1520958759892-main.700x0c.jpg","pinterest":true,"slide_count":true},{"fields":{"body":"\u003cp\u003e\u003cem\u003eLet\u0026rsquo;s face it\u0026mdash;shopping for a new pair of jeans can be daunting, which is why we\u0026rsquo;re declaring this week \u003c/em\u003e\u003cstrong\u003eDenim Week\u003c/strong\u003e\u003cem\u003e on Who What Wear UK. For the past few days, we\u0026rsquo;ve been equipping you with all the info you could possibly need so you\u0026rsquo;ll be fully prepped\u0026nbsp;to start your hunt for your next pair. But where did our obsession with denim begin? Levi\u0026rsquo;s, of course. Here, we look at the history of the iconic denim brand.\u003c/em\u003e\u003c/p\u003e\n\u003cp\u003eLevi's 501s don't need any introduction: Nearly everyone pretty much knows what the iconic jeans look like. But did you know the fascinating history behind the classic denim brand and how it became a household name? We're examining the label's origins as well as the stars who propelled the brand to be what it is today. Keep scrolling for a look at how the Levi's 501s became the wardrobe staple we can't do without.\u003c/p\u003e"},"id":2644057,"template":"default","type":"text","weight":1,"pinterest":true,"slide_count":true},{"children_ids":[2645800,2645812,2645847,2645801,2645814,2645869,2645872,2645849,2645855,2645870,2645865,2645802,2645815,2645850,2645907,2646009,2645848,2645851,2645803,2645816,2645993,2646409],"fields":{},"id":2644058,"template":"default","type":"gallery","weight":2,"pinterest":true,"slide_count":true},{"fields":{"body":"\u003cp\u003eThe Story\u0026nbsp;\u003c/p\u003e"},"id":2645800,"parent_id":2644058,"template":"default","type":"interstitial","weight":0,"pinterest":true,"slide_count":true},{"fields":{"body":"\u003cp\u003eThe history behind the most iconic trousers in the world began when\u0026nbsp;Levi Strauss decided to head west to seek his fortune in California during the gold rush in the mid 1800s. Thanks to a miner complaining about the lack of durability of his trousers, Strauss had the idea to create a pair of that would last. In the 1870s, Strauss created his denim overalls, which were given the lot number 501. They soon became the uniform of cowboys, cattle hands and miners.\u003c/p\u003e"},"id":2645812,"parent_id":2644058,"template":"default","type":"text","weight":1,"pinterest":true,"slide_count":true},{"fields":{"alt_tag":"Levi's 501","credits":"\u003cp\u003eGetty Images\u0026nbsp;\u003c/p\u003e","slide":"1","title":"levi's 501"},"id":2645847,"images":[{"url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521034101440-image.700x0c.jpg","filepath":"posts/252082/levis-501-252082-1521034101440-image.jpg","height":700,"width":700,"type":"image"}],"parent_id":2644058,"template":"default","type":"image","weight":2,"image_url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521034101440-image.700x0c.jpg","pinterest":true,"slide_count":true},{"fields":{"body":"\u003cp\u003eThe Rise in Popularity\u0026nbsp;\u003c/p\u003e"},"id":2645801,"parent_id":2644058,"template":"default","type":"interstitial","weight":3,"pinterest":true,"slide_count":true},{"fields":{"body":"\u003cp\u003eWhile the garment was created in the late 1800s, it wasn't until nearly 60 years later in the 1950s that jeans started to became the popular item they are today. And it was all down to Hollywood stars wearing the trousers: namely James Dean in \u003cem\u003eRebel Without a Cause\u003c/em\u003e. Dean's adoption of the workwear staple became a symbol of youth rebellion.\u003c/p\u003e"},"id":2645814,"parent_id":2644058,"template":"default","type":"text","weight":4,"pinterest":true,"slide_count":true},{"fields":{"alt_tag":"Levi's 501","credits":"\u003cp\u003eGetty Images\u003c/p\u003e","slide":"2","title":"levi's 501: james dean"},"id":2645869,"images":[{"url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521036409028-image.700x0c.jpg","filepath":"posts/252082/levis-501-252082-1521036409028-image.jpg","height":700,"width":700,"type":"image"}],"parent_id":2644058,"template":"default","type":"image","weight":5,"image_url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521036409028-image.700x0c.jpg","pinterest":true,"slide_count":true},{"fields":{"body":"\u003cp\u003eSimilarly, Marlon Brando wore jeans in \u003cem\u003eThe Wild One\u003c/em\u003e. This new look worn by the young stars coincided neatly with the emergence of the \"\u003ca href=\"http://time.com/3639041/the-invention-of-teenagers-life-and-the-triumph-of-youth-culture/\" target=\"_blank\"\u003eteenager\u003c/a\u003e,\" a term coined in the late '40s to show how young people had their own lifestyle and dress codes distinct from adults. It was also the first time postwar that young people had disposable income, meaning they could make more choices about what they wanted to wear. And it was jeans that truly defined the teenager of that era.\u003c/p\u003e"},"id":2645872,"parent_id":2644058,"template":"default","type":"text","weight":6,"pinterest":true,"slide_count":true},{"fields":{"alt_tag":"Levi's 501","credits":"\u003cp\u003eGetty Images\u003c/p\u003e","slide":"3","title":"levi's 501: marlon brando"},"id":2645849,"images":[{"url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521034105605-image.700x0c.jpg","filepath":"posts/252082/levis-501-252082-1521034105605-image.jpg","height":700,"width":700,"type":"image"}],"parent_id":2644058,"template":"default","type":"image","weight":7,"image_url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521034105605-image.700x0c.jpg","pinterest":true,"slide_count":true},{"fields":{"body":"\u003cp\u003eThe Adverts\u0026nbsp;\u003c/p\u003e"},"id":2645855,"parent_id":2644058,"template":"default","type":"interstitial","weight":8,"pinterest":true,"slide_count":true},{"fields":{"body":"\u003cp\u003eAlthough the emergence of youth culture propelled the brand to become popular in the mid 1900s, by the mid '80s, it was struggling, and sales started to decline. However, Levi's enlisted the help of advertisers John Hegarty and Barbara Noakes, who created the famous 1985 launderette ad to appeal to the MTV crowd.\u003c/p\u003e\n\u003cp\u003eAccording to \u003ca href=\"https://www.wgsn.com/blogs/levis-laundrette-advert-1985/\" target=\"_blank\"\u003eWGSN\u003c/a\u003e, the reasoning behind the '50s-themed advert, in which a man strips off down to his boxers in order to wash his shrink-to-fit 501 jeans, was because the teenage demographic was obsessed with retro Americana. By the end of the '90s, Levi's hit a peak with sales at \u003ca href=\"https://www.businessoffashion.com/articles/intelligence/inside-levis-comeback-plans\" target=\"_blank\"\u003e\u0026pound;6.2 billion\u003c/a\u003e thanks to its youth-orientated ad campaigns, including this one featuring a then-unknown Brad Pitt.\u003c/p\u003e"},"id":2645870,"parent_id":2644058,"template":"default","type":"text","weight":9,"pinterest":true,"slide_count":true},{"fields":{"embed_code":"\u003ciframe width=\"560\" height=\"315\" src=\"https://www.youtube.com/embed/AdaKNHWi1SQ\" frameborder=\"0\" allow=\"autoplay; encrypted-media\" allowfullscreen\u003e\u003c/iframe\u003e"},"id":2645865,"parent_id":2644058,"template":"default","type":"video","weight":10,"pinterest":true,"slide_count":true},{"fields":{"body":"\u003cp\u003eThe A-list Fan Base\u003c/p\u003e"},"id":2645802,"parent_id":2644058,"template":"default","type":"interstitial","weight":11,"pinterest":true,"slide_count":true},{"fields":{"body":"\u003cp\u003eThe ultimate approval for a brand often comes from A-listers wearing the label. But it wasn't just James Dean and Marlon Brando who have had a hand in giving the\u0026nbsp;jeans\u0026nbsp;their ubiquitousness\u0026hellip;\u003c/p\u003e"},"id":2645815,"parent_id":2644058,"template":"default","type":"text","weight":12,"pinterest":true,"slide_count":true},{"fields":{"alt_tag":"Levi's 501","credits":"\u003cp\u003eGetty Images\u003c/p\u003e","description":"","slide":"4","title":"levi's 501: marilyn monroe"},"id":2645850,"images":[{"url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521034107812-image.700x0c.jpg","filepath":"posts/252082/levis-501-252082-1521034107812-image.jpg","height":700,"width":700,"type":"image"}],"parent_id":2644058,"template":"default","type":"image","weight":13,"image_url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521034107812-image.700x0c.jpg","pinterest":true,"slide_count":true},{"fields":{"alt_tag":"Levi's 501","credits":"\u003cp\u003eColumbia Records\u003c/p\u003e","slide":"5","title":"levi's 501: bruce springsteen"},"id":2645907,"images":[{"url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521039996854-image.700x0c.jpg","filepath":"posts/252082/levis-501-252082-1521039996854-image.jpg","height":700,"width":700,"type":"image"}],"parent_id":2644058,"template":"default","type":"image","weight":14,"image_url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521039996854-image.700x0c.jpg","pinterest":true,"slide_count":true},{"fields":{"body":"\u003cp\u003eThere was Marilyn Monroe, who wore a pair of jeans on the set of \u003cem\u003eThe Misfits\u003c/em\u003e; Bruce Springsteen, whose \u003cem\u003eBorn in the USA\u003c/em\u003e album featured a pair of Levi's; \u003ca href=\"http://www.levistrauss.com/unzipped-blog/2016/10/the-jean-ius-style-of-steve-jobs/\" target=\"_blank\"\u003eSteve Jobs, who only wore 501s\u003c/a\u003e; and Alexa Chung, who had this to say about the legendary style: \"They were the only acceptable style of jeans. The Levi's brand back then was so in touch with youth culture that it was hard to believe it hadn't been created in a laboratory by a collective of style bloggers.\"\u003c/p\u003e"},"id":2646009,"parent_id":2644058,"template":"default","type":"text","weight":15,"pinterest":true,"slide_count":true},{"fields":{"alt_tag":"Levi's 501","credits":"\u003cp\u003eGetty Images\u003c/p\u003e","slide":"6","title":"levi's 501: steve jobs"},"id":2645848,"images":[{"url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521034104259-image.700x0c.jpg","filepath":"posts/252082/levis-501-252082-1521034104259-image.jpg","height":700,"width":700,"type":"image"}],"parent_id":2644058,"template":"default","type":"image","weight":16,"image_url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521034104259-image.700x0c.jpg","pinterest":true,"slide_count":true},{"fields":{"alt_tag":"Levi's 501","credits":"\u003cp\u003eGetty Images\u003c/p\u003e","slide":"7","title":"levi's 501: alexa chung"},"id":2645851,"images":[{"url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521034109110-image.700x0c.jpg","filepath":"posts/252082/levis-501-252082-1521034109110-image.jpg","height":700,"width":700,"type":"image"}],"parent_id":2644058,"template":"default","type":"image","weight":17,"image_url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521034109110-image.700x0c.jpg","pinterest":true,"slide_count":true},{"fields":{"body":"\u003cp\u003eThe Legacy\u003c/p\u003e"},"id":2645803,"parent_id":2644058,"template":"default","type":"interstitial","weight":18,"pinterest":true,"slide_count":true},{"fields":{"body":"\u003cp\u003eAlthough Levi's \u003ca href=\"https://www.businessoffashion.com/articles/intelligence/inside-levis-comeback-plans\" target=\"_blank\"\u003esales started to decline in the early '00s\u003c/a\u003e thanks to a more competitive denim market, there's high demand for the vintage-style 501s. Last year, the brand launched a new line called Levi's Authorized Vintage. The range\u0026mdash;a collection of jeans from the '70s, '80s, and '90s\u0026mdash;was amassed by a tech worked called Jeff Fuller, \u003ca href=\"https://www.gq.com/story/levis-authorized-vintage-launch\" target=\"_blank\"\u003ewho spotted the demand for vintage Levi's back in the 1985\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eThe brand bought the collection for an undisclosed sum in 2019, and now Levi's is reimagining the denim market for those who are obsessed with the vintage look. Whether that's using these jeans to re-create archived pieces or working with brands such as Vetements and Off-White, it's clear that Levi's will forever remain one of the most\u0026nbsp;popular denim brands around.\u003c/p\u003e"},"id":2645816,"parent_id":2644058,"template":"default","type":"text","weight":19,"pinterest":true,"slide_count":true},{"fields":{"alt_tag":"levi's 501: Vetements X Levi's Reworked Straight-Leg Jeans","brand":"Vetements x Levi's","currency":"GBP","description":"","hover_text":"levi's 501: Vetements X Levi's Reworked Straight-Leg Jeans","link":"https://click.linksynergy.com/deeplink?id=2P555SNI1Kc\u0026mid=35725\u0026murl=https%3A%2F%2Fwww.matchesfashion.com%2Fproducts%2FVetements-X-Levi%2527s-reworked-straight-leg-jeans-1080925","name":"Reworked Straight-Leg Jeans","price":"1025","retailer":"matchesfashion.com","slide":"8"},"id":2645993,"images":[{"url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521043520731-product.700x0c.jpg","filepath":"posts/252082/levis-501-252082-1521043520731-product.jpg","height":796,"width":700,"type":"product-image"}],"parent_id":2644058,"template":"default","type":"product","weight":20,"image_url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521043520731-product.700x0c.jpg","pinterest":true,"slide_count":true},{"fields":{},"id":2646409,"parent_id":2644058,"template":"default","type":"text","weight":21,"pinterest":true,"slide_count":true}],"widget_types":["image","text","gallery","interstitial","video","product"],"channel_slugs":["trends"],"created_at":"2018-03-13T16:27:28Z","publish_start":"2018-03-15T07:00:00Z","updated_at":"2018-03-15T18:19:06Z"} window.clique.article = {"amp":true,"author_slugs":["elinor-block"],"authors":[{"id":695,"full_name":"Elinor Block","first_name":"Elinor","last_name":"Block","slug":"elinor-block","image":"https://cdn.cliqueinc.com/cache/users/695/elinor-block-695-1507732263-main_image.500x500uc.jpg","email":""}],"canonical":"https://www.whowhatwear.co.uk/levis-501","canonical_domain":"https://www.whowhatwear.co.uk","canonical_tld":"whowhatwear.co.uk","channel":{"id":1,"name":"Trends","slug":"trends"},"channel_slug":"trends","data_version":4,"enabled":true,"environment":"production","go_id":"7b6fc2f1-6a10-11e8-a7d7-0ed74fd6df66","has_image":true,"headline":"Take a look at how Levi's 501s became so popular.","id":252082,"images":{"fb":{"url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1520958751657-fb.700x0c.jpg","filepath":"posts/252082/levis-501-252082-1520958751657-fb.jpg","height":630,"width":1200},"main":{"url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1520958751805-main.700x0c.jpg","filepath":"posts/252082/levis-501-252082-1520958751805-main.jpg","height":600,"width":800},"promo":{"url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1520958751623-promo.700x0c.jpg","filepath":"posts/252082/levis-501-252082-1520958751623-promo.jpg","height":933,"width":700},"square":{"url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1520958751753-square.700x0c.jpg","filepath":"posts/252082/levis-501-252082-1520958751753-square.jpg","height":700,"width":700}},"image_types":["main","square","fb","promo"],"interstitial_style":1,"key":"whowhatwear.co.uk/levis-501","last_synced_at":"2018-09-26T19:13:07.047484Z","main_image":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1520958751805-main.700x0c.jpg","pinterest_image_board":"whowhatwearuk/denim","promo_image":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1520958751623-promo.700x0c.jpg","promo_template":"default","sailthru_hash":"","section":{"id":535,"name":"Denim","slug":"denim"},"section_slug":"denim","seo_description":"Levi's 501s don't need any introduction. We're going to go on the assumption that everyone pretty much knows what the iconic jeans look like. ","seo_title":"Levi's 501: A Look at the Iconic Jeans We Still Wear Today","share_short_urls":{"default":"http://wwwear.me/nvDYLWG","email":"http://wwwear.me/e4DRsL8","sms":"http://wwwear.me/3txto2y"},"short_url":"http://wwwear.me/nvDYLWG","sidebar_ad":true,"site":"fashion","site_id":7,"site_key":"fashion","slug":"levis-501","slug_variations":["levis-501/slide1","levis-501/slide2","levis-501/slide3","levis-501/slide4","levis-501/slide5","levis-501/slide6","levis-501/slide7","levis-501/slide8"],"square_image":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1520958751753-square.700x0c.jpg","state":"published","story_format":"generalized_story","tags":[{"id":2442,"name":"Levi's","slug":"levi-s","type_slug":"brands","type_description":"Brands or Designers which are mentioned in this content.","type_weight":4,"type":"Brands/Designers"},{"id":3597,"name":"trends","slug":"trends","type_slug":"tags","type_description":"General tags which are attached to this content.","type_weight":2,"type":"General"},{"id":48148,"name":"homepage-carousel","slug":"homepage-carousel","type_slug":"internal","type_description":"Internal tags which public site will not see.","type_weight":6,"type":"Internal"},{"id":71550,"name":"Stock","slug":"stock","type_slug":"story-type","type_description":"Used to track metrics against stories, as well as target content or user paths accordingly.","type_weight":9,"type":"Story Type"},{"id":2264,"name":"Denim","slug":"denim","type_slug":"tags","type_description":"General tags which are attached to this content.","type_weight":2,"type":"General"},{"id":58618,"name":"Service/Evergreen","slug":"service-evergreen","type_slug":"story-type","type_description":"Used to track metrics against stories, as well as target content or user paths accordingly.","type_weight":9,"type":"Story Type"}],"tag_slugs":["brands-levi-s","tags-trends","internal-homepage-carousel","story-type-stock","tags-denim","story-type-service-evergreen"],"template":"default","title":"140 Years On, These Jeans Are Still the Coolest","tweet_text":"140 years on, these jeans are still the coolest wardrobe staple:","tweet_text_variations":["Why Levi's 501s will always stay in our wardrobes: "],"unique_id":"7s15209584479349","uuid":"5aa7fbefe43da","widgets":[{"fields":{"alt_tag":"Levis 501","credits":"\u003cp\u003eCollage Vintage\u003c/p\u003e","title":"levis 501"},"id":2644056,"images":[{"url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1520958759892-main.700x0c.jpg","filepath":"posts/252082/levis-501-252082-1520958759892-main.jpg","height":700,"width":700,"type":"image"}],"template":"default","type":"image","weight":0,"image_url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1520958759892-main.700x0c.jpg","pinterest":true,"slide_count":true},{"fields":{"body":"\u003cp\u003e\u003cem\u003eLet\u0026rsquo;s face it\u0026mdash;shopping for a new pair of jeans can be daunting, which is why we\u0026rsquo;re declaring this week \u003c/em\u003e\u003cstrong\u003eDenim Week\u003c/strong\u003e\u003cem\u003e on Who What Wear UK. For the past few days, we\u0026rsquo;ve been equipping you with all the info you could possibly need so you\u0026rsquo;ll be fully prepped\u0026nbsp;to start your hunt for your next pair. But where did our obsession with denim begin? Levi\u0026rsquo;s, of course. Here, we look at the history of the iconic denim brand.\u003c/em\u003e\u003c/p\u003e\n\u003cp\u003eLevi's 501s don't need any introduction: Nearly everyone pretty much knows what the iconic jeans look like. But did you know the fascinating history behind the classic denim brand and how it became a household name? We're examining the label's origins as well as the stars who propelled the brand to be what it is today. Keep scrolling for a look at how the Levi's 501s became the wardrobe staple we can't do without.\u003c/p\u003e"},"id":2644057,"template":"default","type":"text","weight":1,"pinterest":true,"slide_count":true},{"children_ids":[2645800,2645812,2645847,2645801,2645814,2645869,2645872,2645849,2645855,2645870,2645865,2645802,2645815,2645850,2645907,2646009,2645848,2645851,2645803,2645816,2645993,2646409],"fields":{},"id":2644058,"template":"default","type":"gallery","weight":2,"pinterest":true,"slide_count":true},{"fields":{"body":"\u003cp\u003eThe Story\u0026nbsp;\u003c/p\u003e"},"id":2645800,"parent_id":2644058,"template":"default","type":"interstitial","weight":0,"pinterest":true,"slide_count":true},{"fields":{"body":"\u003cp\u003eThe history behind the most iconic trousers in the world began when\u0026nbsp;Levi Strauss decided to head west to seek his fortune in California during the gold rush in the mid 1800s. Thanks to a miner complaining about the lack of durability of his trousers, Strauss had the idea to create a pair of that would last. In the 1870s, Strauss created his denim overalls, which were given the lot number 501. They soon became the uniform of cowboys, cattle hands and miners.\u003c/p\u003e"},"id":2645812,"parent_id":2644058,"template":"default","type":"text","weight":1,"pinterest":true,"slide_count":true},{"fields":{"alt_tag":"Levi's 501","credits":"\u003cp\u003eGetty Images\u0026nbsp;\u003c/p\u003e","slide":"1","title":"levi's 501"},"id":2645847,"images":[{"url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521034101440-image.700x0c.jpg","filepath":"posts/252082/levis-501-252082-1521034101440-image.jpg","height":700,"width":700,"type":"image"}],"parent_id":2644058,"template":"default","type":"image","weight":2,"image_url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521034101440-image.700x0c.jpg","pinterest":true,"slide_count":true},{"fields":{"body":"\u003cp\u003eThe Rise in Popularity\u0026nbsp;\u003c/p\u003e"},"id":2645801,"parent_id":2644058,"template":"default","type":"interstitial","weight":3,"pinterest":true,"slide_count":true},{"fields":{"body":"\u003cp\u003eWhile the garment was created in the late 1800s, it wasn't until nearly 60 years later in the 1950s that jeans started to became the popular item they are today. And it was all down to Hollywood stars wearing the trousers: namely James Dean in \u003cem\u003eRebel Without a Cause\u003c/em\u003e. Dean's adoption of the workwear staple became a symbol of youth rebellion.\u003c/p\u003e"},"id":2645814,"parent_id":2644058,"template":"default","type":"text","weight":4,"pinterest":true,"slide_count":true},{"fields":{"alt_tag":"Levi's 501","credits":"\u003cp\u003eGetty Images\u003c/p\u003e","slide":"2","title":"levi's 501: james dean"},"id":2645869,"images":[{"url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521036409028-image.700x0c.jpg","filepath":"posts/252082/levis-501-252082-1521036409028-image.jpg","height":700,"width":700,"type":"image"}],"parent_id":2644058,"template":"default","type":"image","weight":5,"image_url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521036409028-image.700x0c.jpg","pinterest":true,"slide_count":true},{"fields":{"body":"\u003cp\u003eSimilarly, Marlon Brando wore jeans in \u003cem\u003eThe Wild One\u003c/em\u003e. This new look worn by the young stars coincided neatly with the emergence of the \"\u003ca href=\"http://time.com/3639041/the-invention-of-teenagers-life-and-the-triumph-of-youth-culture/\" target=\"_blank\"\u003eteenager\u003c/a\u003e,\" a term coined in the late '40s to show how young people had their own lifestyle and dress codes distinct from adults. It was also the first time postwar that young people had disposable income, meaning they could make more choices about what they wanted to wear. And it was jeans that truly defined the teenager of that era.\u003c/p\u003e"},"id":2645872,"parent_id":2644058,"template":"default","type":"text","weight":6,"pinterest":true,"slide_count":true},{"fields":{"alt_tag":"Levi's 501","credits":"\u003cp\u003eGetty Images\u003c/p\u003e","slide":"3","title":"levi's 501: marlon brando"},"id":2645849,"images":[{"url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521034105605-image.700x0c.jpg","filepath":"posts/252082/levis-501-252082-1521034105605-image.jpg","height":700,"width":700,"type":"image"}],"parent_id":2644058,"template":"default","type":"image","weight":7,"image_url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521034105605-image.700x0c.jpg","pinterest":true,"slide_count":true},{"fields":{"body":"\u003cp\u003eThe Adverts\u0026nbsp;\u003c/p\u003e"},"id":2645855,"parent_id":2644058,"template":"default","type":"interstitial","weight":8,"pinterest":true,"slide_count":true},{"fields":{"body":"\u003cp\u003eAlthough the emergence of youth culture propelled the brand to become popular in the mid 1900s, by the mid '80s, it was struggling, and sales started to decline. However, Levi's enlisted the help of advertisers John Hegarty and Barbara Noakes, who created the famous 1985 launderette ad to appeal to the MTV crowd.\u003c/p\u003e\n\u003cp\u003eAccording to \u003ca href=\"https://www.wgsn.com/blogs/levis-laundrette-advert-1985/\" target=\"_blank\"\u003eWGSN\u003c/a\u003e, the reasoning behind the '50s-themed advert, in which a man strips off down to his boxers in order to wash his shrink-to-fit 501 jeans, was because the teenage demographic was obsessed with retro Americana. By the end of the '90s, Levi's hit a peak with sales at \u003ca href=\"https://www.businessoffashion.com/articles/intelligence/inside-levis-comeback-plans\" target=\"_blank\"\u003e\u0026pound;6.2 billion\u003c/a\u003e thanks to its youth-orientated ad campaigns, including this one featuring a then-unknown Brad Pitt.\u003c/p\u003e"},"id":2645870,"parent_id":2644058,"template":"default","type":"text","weight":9,"pinterest":true,"slide_count":true},{"fields":{"embed_code":"\u003ciframe width=\"560\" height=\"315\" src=\"https://www.youtube.com/embed/AdaKNHWi1SQ\" frameborder=\"0\" allow=\"autoplay; encrypted-media\" allowfullscreen\u003e\u003c/iframe\u003e"},"id":2645865,"parent_id":2644058,"template":"default","type":"video","weight":10,"pinterest":true,"slide_count":true},{"fields":{"body":"\u003cp\u003eThe A-list Fan Base\u003c/p\u003e"},"id":2645802,"parent_id":2644058,"template":"default","type":"interstitial","weight":11,"pinterest":true,"slide_count":true},{"fields":{"body":"\u003cp\u003eThe ultimate approval for a brand often comes from A-listers wearing the label. But it wasn't just James Dean and Marlon Brando who have had a hand in giving the\u0026nbsp;jeans\u0026nbsp;their ubiquitousness\u0026hellip;\u003c/p\u003e"},"id":2645815,"parent_id":2644058,"template":"default","type":"text","weight":12,"pinterest":true,"slide_count":true},{"fields":{"alt_tag":"Levi's 501","credits":"\u003cp\u003eGetty Images\u003c/p\u003e","description":"","slide":"4","title":"levi's 501: marilyn monroe"},"id":2645850,"images":[{"url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521034107812-image.700x0c.jpg","filepath":"posts/252082/levis-501-252082-1521034107812-image.jpg","height":700,"width":700,"type":"image"}],"parent_id":2644058,"template":"default","type":"image","weight":13,"image_url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521034107812-image.700x0c.jpg","pinterest":true,"slide_count":true},{"fields":{"alt_tag":"Levi's 501","credits":"\u003cp\u003eColumbia Records\u003c/p\u003e","slide":"5","title":"levi's 501: bruce springsteen"},"id":2645907,"images":[{"url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521039996854-image.700x0c.jpg","filepath":"posts/252082/levis-501-252082-1521039996854-image.jpg","height":700,"width":700,"type":"image"}],"parent_id":2644058,"template":"default","type":"image","weight":14,"image_url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521039996854-image.700x0c.jpg","pinterest":true,"slide_count":true},{"fields":{"body":"\u003cp\u003eThere was Marilyn Monroe, who wore a pair of jeans on the set of \u003cem\u003eThe Misfits\u003c/em\u003e; Bruce Springsteen, whose \u003cem\u003eBorn in the USA\u003c/em\u003e album featured a pair of Levi's; \u003ca href=\"http://www.levistrauss.com/unzipped-blog/2016/10/the-jean-ius-style-of-steve-jobs/\" target=\"_blank\"\u003eSteve Jobs, who only wore 501s\u003c/a\u003e; and Alexa Chung, who had this to say about the legendary style: \"They were the only acceptable style of jeans. The Levi's brand back then was so in touch with youth culture that it was hard to believe it hadn't been created in a laboratory by a collective of style bloggers.\"\u003c/p\u003e"},"id":2646009,"parent_id":2644058,"template":"default","type":"text","weight":15,"pinterest":true,"slide_count":true},{"fields":{"alt_tag":"Levi's 501","credits":"\u003cp\u003eGetty Images\u003c/p\u003e","slide":"6","title":"levi's 501: steve jobs"},"id":2645848,"images":[{"url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521034104259-image.700x0c.jpg","filepath":"posts/252082/levis-501-252082-1521034104259-image.jpg","height":700,"width":700,"type":"image"}],"parent_id":2644058,"template":"default","type":"image","weight":16,"image_url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521034104259-image.700x0c.jpg","pinterest":true,"slide_count":true},{"fields":{"alt_tag":"Levi's 501","credits":"\u003cp\u003eGetty Images\u003c/p\u003e","slide":"7","title":"levi's 501: alexa chung"},"id":2645851,"images":[{"url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521034109110-image.700x0c.jpg","filepath":"posts/252082/levis-501-252082-1521034109110-image.jpg","height":700,"width":700,"type":"image"}],"parent_id":2644058,"template":"default","type":"image","weight":17,"image_url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521034109110-image.700x0c.jpg","pinterest":true,"slide_count":true},{"fields":{"body":"\u003cp\u003eThe Legacy\u003c/p\u003e"},"id":2645803,"parent_id":2644058,"template":"default","type":"interstitial","weight":18,"pinterest":true,"slide_count":true},{"fields":{"body":"\u003cp\u003eAlthough Levi's \u003ca href=\"https://www.businessoffashion.com/articles/intelligence/inside-levis-comeback-plans\" target=\"_blank\"\u003esales started to decline in the early '00s\u003c/a\u003e thanks to a more competitive denim market, there's high demand for the vintage-style 501s. Last year, the brand launched a new line called Levi's Authorized Vintage. The range\u0026mdash;a collection of jeans from the '70s, '80s, and '90s\u0026mdash;was amassed by a tech worked called Jeff Fuller, \u003ca href=\"https://www.gq.com/story/levis-authorized-vintage-launch\" target=\"_blank\"\u003ewho spotted the demand for vintage Levi's back in the 1985\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eThe brand bought the collection for an undisclosed sum in 2019, and now Levi's is reimagining the denim market for those who are obsessed with the vintage look. Whether that's using these jeans to re-create archived pieces or working with brands such as Vetements and Off-White, it's clear that Levi's will forever remain one of the most\u0026nbsp;popular denim brands around.\u003c/p\u003e"},"id":2645816,"parent_id":2644058,"template":"default","type":"text","weight":19,"pinterest":true,"slide_count":true},{"fields":{"alt_tag":"levi's 501: Vetements X Levi's Reworked Straight-Leg Jeans","brand":"Vetements x Levi's","currency":"GBP","description":"","hover_text":"levi's 501: Vetements X Levi's Reworked Straight-Leg Jeans","link":"https://click.linksynergy.com/deeplink?id=2P555SNI1Kc\u0026mid=35725\u0026murl=https%3A%2F%2Fwww.matchesfashion.com%2Fproducts%2FVetements-X-Levi%2527s-reworked-straight-leg-jeans-1080925","name":"Reworked Straight-Leg Jeans","price":"1025","retailer":"matchesfashion.com","slide":"8"},"id":2645993,"images":[{"url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521043520731-product.700x0c.jpg","filepath":"posts/252082/levis-501-252082-1521043520731-product.jpg","height":796,"width":700,"type":"product-image"}],"parent_id":2644058,"template":"default","type":"product","weight":20,"image_url":"https://cdn.cliqueinc.com/cache/posts/252082/levis-501-252082-1521043520731-product.700x0c.jpg","pinterest":true,"slide_count":true},{"fields":{},"id":2646409,"parent_id":2644058,"template":"default","type":"text","weight":21,"pinterest":true,"slide_count":true}],"widget_types":["image","text","gallery","interstitial","video","product"],"channel_slugs":["trends"],"created_at":"2018-03-13T16:27:28Z","publish_start":"2018-03-15T07:00:00Z","updated_at":"2018-03-15T18:19:06Z"}

  • Mar 15, 2019

140 Years On, These Jeans Are Still the Coolest

Photo:

Collage Vintage

Let’s face it—shopping for a new pair of jeans can be daunting, which is why we’re declaring this weekDenim Weekon Who What Wear UK. For the past few days, we’ve been equipping you with all the info you could possibly need so you’ll be fully prepped to start your hunt for your next pair. But where did our obsession with denim begin? Levi’s, of course. Here, we look at the history of the iconic denim brand.

Levi's 501s don't need any introduction: Nearly everyone pretty much knows what the iconic jeans look like. But did you know the fascinating history behind the classic denim brand and how it became a household name? We're examining the label's origins as well as the stars who propelled the brand to be what it is today. Keep scrolling for a look at how the Levi's 501s became the wardrobe staple we can't do without.

The Story 

The history behind the most iconic trousers in the world began when Levi Strauss decided to head west to seek his fortune in California during the gold rush in the mid 1800s. Thanks to a miner complaining about the lack of durability of his trousers, Strauss had the idea to create a pair of that would last. In the 1870s, Strauss created his denim overalls, which were given the lot number 501. They soon became the uniform of cowboys, cattle hands and miners.

Photo:

Getty Images 

The Rise in Popularity 

While the garment was created in the late 1800s, it wasn't until nearly 60 years later in the 1950s that jeans started to became the popular item they are today. And it was all down to Hollywood stars wearing the trousers: namely James Dean inRebel Without a Cause. Dean's adoption of the workwear staple became a symbol of youth rebellion.

Photo:

Getty Images

Similarly, Marlon Brando wore jeans inThe Wild One. This new look worn by the young stars coincided neatly with the emergence of the "teenager," a term coined in the late '40s to show how young people had their own lifestyle and dress codes distinct from adults. It was also the first time postwar that young people had disposable income, meaning they could make more choices about what they wanted to wear. And it was jeans that truly defined the teenager of that era.

Photo:

Getty Images

The Adverts 

Although the emergence of youth culture propelled the brand to become popular in the mid 1900s, by the mid '80s, it was struggling, and sales started to decline. However, Levi's enlisted the help of advertisers John Hegarty and Barbara Noakes, who created the famous 1985 launderette ad to appeal to the MTV crowd.

According to WGSN, the reasoning behind the '50s-themed advert, in which a man strips off down to his boxers in order to wash his shrink-to-fit 501 jeans, was because the teenage demographic was obsessed with retro Americana. By the end of the '90s, Levi's hit a peak with sales at £6.2 billion thanks to its youth-orientated ad campaigns, including this one featuring a then-unknown Brad Pitt.

The A-list Fan Base

The ultimate approval for a brand often comes from A-listers wearing the label. But it wasn't just James Dean and Marlon Brando who have had a hand in giving the jeans their ubiquitousness…

Photo:

Getty Images

Photo:

Columbia Records

There was Marilyn Monroe, who wore a pair of jeans on the set ofThe Misfits; Bruce Springsteen, whoseBorn in the USAalbum featured a pair of Levi's; Steve Jobs, who only wore 501s; and Alexa Chung, who had this to say about the legendary style: "They were the only acceptable style of jeans.






Video: Levis jeans Laundry day

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Watch 140 Years On, These Jeans Are Still the Coolest video

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Date: 11.12.2018, 14:29 / Views: 85142