140 Year Anniversary
When Levi Strauss and Jacob Davis joined forces 140 years ago to invent the classic blue jean for the working man, they couldn’t have imagined the colossal place it would occupy in fashion history. Dubbed ‘Fashion Item of the 20th Century’ by Time Magazine, Levi’s original and iconic button-fly design is one that has never gone out of style.
On Wednesday, Soho’s Rook & Raven gallery opened its doors to host Levi’s exclusive event to launch their book, ‘Levi’s® 501® Interpretations’. The book is a celebration of 140 years of the Levi’s brand and “the ultimate expression of individuality and personal style.”
Inviting the world to join in with the celebrations, Levi’s launched a campaign in search of the best interpretations of their 501® jean. Levi lovers were offered the chance to become part of the Levi legacy by showcasing their own original twist on a classic. The results of this campaign were incredibly diverse, proving just how versatile the jeans are. As a spokesperson at the launch proudly pointed out, “what is great about the 501® is it’s the wearer who really embodies what the 501® means and it’s the wearer who really gives it its significance today.”
Following the success of the campaign, 501 photographs were selected to be featured in a limited edition hardcover book. The captivating collection of photographs, ranging from casual street style looks to sleek high fashion editorial, is remarkable for the unique personality that exudes. The book also features the jeans as interpreted by illustrious names in music and entertainment such as Kate Bosworth, Wiz Khalifa, Anna Kendrick and M83.
In a unique twist, only 501 copies of the book are available globally, with each book featuring a completely different cover image, ensuring that every buyer walks away with a very special fragment of Levi’s history. The book will be available to buy at the Levi’s London Flagship store from 1st August for £40 with all the proceeds going to Levis’ chosen charity.
Scanning the exhibition space, the passion inspired by Levi’s is apparent. Everyone gathered was dressed both to impress and express their personal take on the Levi’s 501®, from ripped and baggy to slick and tailored. Subject to constant reinterpretation over the years, Levi’s jeans have been a staple of cowboys, lumberjacks, mods and hippies, yet the original spirit of the brand always shines through. The book is a reflection of this timeless spirit and an unmistakable testament to the 501®’s legacy.
For more information visit: levis501.com
Words / Lilidh Kendrick