It is one of the best-known American clothing brands in the world. And for good reason: Levi's offers quality blue jeans and cultivates an aesthetic halfway between tradition and modernity.
It's very simple: the jean Levi's is everywhere — from 'essential Parisian' videos to working-class closets across the United States. Famous for their impeccable fit and their quality canvas, the denims of the American brand have nothing more to prove. To try them is to adopt them - and this, whatever your morphology.
It all started in 1853 with a certain Levi Strauss. Back then, the man is setting up a tough canvas for gold diggers. Quickly, he flies away for San Francisco , where he opened his first store with the brand Levi Strauss & Co. (better known as Levi's). At the start of the 1970s, the designer was contacted by Jacob Davis, a specialist in tailoring: the latter suggested that he, together, patent a process for riveting the corners of trouser pockets: this is how jeans were born as we know today. It took until 1934 for the first women's jeans to be marketed, 1952 for the Levi's Foundation to be inaugurated and, finally, 1965 for the brand to expand internationally. Since then, many boutiques have sprung up – especially in Paris.
Once produced exclusively in the United States in specialized factories, the jeans Levi's are today manufactured in Mexico and Asia — you can notably date your piece by taking a look at the 'made in' on the label. Now, the entire process is automated, and requires (almost) no human intervention. Levi's is also trying to be an increasingly eco-responsible company, despite the very polluting nature of jeans, the production of which requires large quantities of water.
Over the years, Levi's has been able to differentiate itself from its main competitors (such as Lee or Wrangler) by offering unisex models for men and women that adapt to all body types. Among the best known are the Levi's 501 , now highly sought after in second-hand shops. The 502 is a very similar model, which falls lower on the waist and closes with a zip. The 527 is also a regular rise, but slimmer through the thigh and flared below the knee. Finally, there are regularly 504, 506 or even 511, which do not all have a button closure system.
To suggest a full locker room denim lovers, Levi's had to innovate. Thus, we now find in their shops dresses, bags, shoes or even jackets, to be able to put together a total look. If the brand is still on the rise, its vintage pieces are even more in demand than their new versions - some models are now made with a touch of elastane for comfort, unlike the older ones. Second-hand enthusiasts can find what they are looking for in the shops and on the Re/Done website, with which Levi's entered into a partnership in 2014 to bring old models up to date.
Like all brands that are victims of their success, Levi's sees its jeans often counterfeited. To recognize a real Levi's, just follow its steps.