First launched in 1967, the 505 was highly apprecaited for its slim cut shape by ordinary as well as the celebrities – from Rolling Stones to The Ramones. Association with Ramones, Debbie Harry and likes gave the 505 gained a reputation as a symbol of the ‘70s music scene . Most notably, the 505 was the jean worn on the cover of the Rolling Stones’ “Sticky Fingers” album.

The re-launch of the 505 comes at a time when the top denim brands are searching for the  timeless denim .The brand noticed a surge of young people buying vintage 505s in retro stores, and decided to invent a modern, slimmer take on the classic. The new Levi’s 505C, where ‘C’ stands for Customized , includes a selection of classic and distressed finishes and new washes also .

Photo credits : Levi.com

Relaunch of the Levi’s 505 is another indication of the resurgence of the vintage products – A VINTAGE RECALL ..!!

Levi’s has decided to pay tribute to its denim masterpiece with a three-part documentary series, titled The 501 Jean: Stories of an Original.

The three parts are titled “Work,” “Style,” and “Rebellion,” and explore the 501’s influence on various aspects of popular culture since its creation in 1873 (which made it the very first blue jean, might we add). It’s a fitting tribute to such an influential piece of clothing.

NARRATED BY RAMBLIN’ JACK ELLIOTT
Ramblin’ Jack Elliott is one of folk music’s most enduring characters. A protégé of Woody Guthrie in the late ’50s, Elliott has been hailed as an influence on artists from Bob Dylan and Pete Seeger, to the Rolling Stones and Grateful Dead.

FEATURING INTERVIEWS WITH:
Henry Rollins, John Baldessari, Erin Wasson, Gary Burden, Andy Spade, Mark McNairy, Eddie Huang, Steven Alan, Jim Walrod, Kim Hastreiter, Mel Ottenberg, Scott Schuman, Lee Ranaldo, Darren Romanelli, Greg Chapman, Hal Fischer, Rachel Wang, and many many more.

Having already screened in NYC, London, Buenos Aires and Caracas, the documentary is live on Levi’s official site and on YouTube.

WORK :

In 1915 Levi partnered with Cone denim- Fabric Mill in USA and since 1927, LEVI and CONE denim put red thread on the edges in their selvedge jeans which signifies Levis quality which is now known as red line selvedge . In the video it has been featured that Mike Harris and Russ Miller went to west in search of Denim mines and after travelling miles they traced the 501® Jean’s roots as a utilitarian garment for coal miners, cowboys, industrial workers, all the way to the creative workers who continue to wear it today. They also managed to find the denim mines where they got some worn out jeans which were happened to be of between 1893 and 1896. From Miners to farmers, now the denim serves for all sorts of workers.

STYLE :
For the first time Levi’s are worn for their look, rather than function. Hollywood stars adopted it for decades and the 501 Jean becomes a style icon: continuing to inspire contemporary designers and style leaders. The western films made the cowboy look very popular which was later well adapted by common man also.In 1934 , Levi lady jean was showcased for the first time in the Vogue Fashion Magazine and later on became as the catalyst in the glamour quotient once it has been wore by movie actresses and eventually became the fashion icon.

REBELLION :
In some schools , Jeans were banned because of the outright which came due to wearing a jeans which is itself a surprising fact and gradually The 501 Jean became a symbol for countercultures as broad as biker clubs, punk, rap, skateboarding, and art movements. It can be seen on crowds through decades of activism: from beats to hippies, LGBTQ rights protests, to the fall of the Berlin Wall.

Levi Strauss Co. designed the first pair of ladies’ jeans nearly 80 year ago. Shorn of any kind of feminine cuts or looks, the jeans was a pure workwear. Fashion evolution has enabled the women’s jeans into much more than workwear clothing product. While many premium denim brands like 7 For All Mankind , J Brand etc stole the show from Levi’s for that near perfect premium jeans for women, Levi’s continues to invest in new innovations and technologies that would help create that great jeans for women. Few seasons back it had launched the Curve ID which markets denim fits to a woman’s specific degree of curves and now has extended this concept with the launch of the REVEL Jeans .Revel jeans pledges to combine figure-slimming materials with the classic denim.

“Levi’s Revel takes that curve innovation one step further by actively shaping a woman’s body, giving her the legs and butt she always wanted,” said Jill Guenza, Levi’s vice president of women’s design.

“The fabric works on the principle of a coiled telephone spring as explained by Jessica Lawrence of MiH Jeans.

“The body is pushing against the outline, but the denim is like a phone cord – it keeps springing back into shape”.

The fabric is believed to be made of two new generation high stretch fibers wound around one another. And the jeans

Liquid Shaping Technology

Levi’s starts with a four-way stretch fabric comprised of cotton, polyester, Lycra and DuPont’s Sorona fiber. The fabric has been created by the Turkish denim mill Isko .Levi’s seems to have used a liquid shaping technology in this product . While full details on this patent pending formula are not available, Levi’s seems to have applied a liquid chemical formula to the fabric’s interior using screen-printing techniques . The purpose of this application is to regulate stretch in strategic areas , such as the inner thigh and stomach providing structure, support and a figure-hugging shape to the jean, rather than simply uniform stretch. The application is made on the reverse of the jeans. The denim stretches in all four directions offering women comfort, yet the jeans clings to the body. The result is a jean that carves out the inner thigh, slims and smoothes the outer thigh, lifts the seat and flattens the tummy.Essentially it helps the women to look slimmer than they are – a feature of great value for the female customers. In the image below see the liquid chemical application on the reverse of the jeans. This application is supposed to support the stretchability and recovery in the key areas of inner thighs , stomach support and seat. The application is claimed to last about 50-60 home laundry washes.

Levi’s is not the only company which has come out with these “Make You Skinny” jeans. J Brand came out with Photo ready jeans (92.5% cotton, 5% polyester, 2.5% lycra) which claims to make women look 2 sizes smaller . Some other premium brands have been working aggressively on similar products since it holds promise of a huge market potential. For Levi’s this is the most significant launch after the Curve ID launched in 2010.

Revel currently has been launched in four different looks – including black and a printed version -and retails between $98 to $128 . This is a reasonable price for a jeans with so much value.

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“Levi’s® has always been about embracing the energy and events of our time. Today, fashion is more democratic and accessible than ever, making New York Fashion Week the perfect moment in time for the Levi’s® brand to launch our first global collection,” said Len Peltier, Global Vice President of Creative Direction.

The Levi’s® Fall/Winter 2012 collection is based on a more refined and tailored look, for both men and women. The designs were inspired by the idea of craftsmanship, honesty and authenticity – honoring tradition while defying convention, redefining the norm and re-crafting and re-creating iconic Levi’s® styles.

Fall/Winter 2012 Denim Collection

Steeped in the authenticity and craftsmanship that the brand is known for, the collection is built around classic and refined styles with sharp clean aesthetics, which have been tailored to perfection.

The key trend for men this season is the tapered look, for a great flattering fit that sits just below the waist, is slouchy on the top and has a slim tailored leg. The colors of indigo seem to have gotten lighter, brighter and shinier  . The stitching threads were normally non-contrasting and going along the same shades as the denim or even white. So the focus is “Formal and Crafted Wear” taking their denim collection  away from the distressed looks and washes that we have been seeing for years. Also could be seen bike messenger length pants ,

For women, the key look for the season is the Bootcut Skinny, which the Levi’s® brand claims to have completely reinvented. As per Levi’s , this look is

“..no longer your mother’s bootcut denim, this season will see the launch of this new take on a classic – a sexy, modern skinny fit making you forever think differently about the bootcut.”

Here is a video from the runway ….

Here is a description of some key from  the show(denim and others) :

1. repurposed tailored sack coat
indigo-striped highway trucker shirt jacket
cinch back pantaloon…………….
2. tailored chambray workshirt
melton wool military jacket
508™ sta-prest™ khaki short…………..
3. bonded parka in rifle green-safari
1950s khaki twill sports coat…………….
513â„¢ sta-prestâ„¢ slim in harvest pumpkin
4.electric blue plaid flannel workshirt
oversized engineered blue and yellow striped tee
repurposed vintage performance trucker jacket
511™ sta-prest™ cropped skinny in olive…………
5. made & crafted wide leg chino
made & crafted custom type 2 suede trucker jacket….
6. hooded commuter trucker jacket in olive twill
engineered striped cardigan with contrast buttons
commuter workshirt……………………………..
508â„¢ commuter cropped taper in charcoal
7. commuter workshirt in white
heather grey sweatshirt
511™ sta-prest™ cropped pant…………
8.coated indigo tencel low-slung dungaree
crisp white french cuff button down…………..
9. coated indigo tencel pleated tap short
crisp white french cuff button down……………
10. coated minimal zip front trucker jacket in jet black
coated cotton workshirt………………………..
505® commuter straight cropped in carolina blue
11.coated indigo tencel pleated prairie skirt
crisp white french cuff button down…………
12. heather grey heritage tshirt
sta-prestâ„¢ trucker in braveheart twill
japanese indigo checked plaid jacket.
511â„¢ sta-prestâ„¢ skinny electric blue pant
striped yellow and blue d ring belt
13. natural canvas trucker shirt
engineered 3-pocket work vest
engineered type 2 trucker jacket
cinch back engineered carpenter pants….
14.tuxedo shirt in indigo tencel
re-crafted tailored flare…………………
15. red & blue color-blocked ripstop vest
red & blue color-blocked hooded track jacket
black fishtail parka jacket……………….
508â„¢ sta-prestâ„¢ taper in khaki
16. levis® curve id skinny bootcut with customized
tencel godets.coated indigo tencel dress shirt
cropped single button rinsed denim blazer……….
17. oversized workwear jumper with asymmetrical pockets………………………..
18. commuter workshirt in black poplin
black bomber in melton wool & canvas
extreme drop taper pant…………………
19. diamond stitched indigo bomber
dip-dyed indigo dress shirt.511â„¢ skinny raw denim pant
black belt………………………….
20. gypsy print legging crisp white french button down
21. coated indigo tencel a-line duster skirt
wool herringbone blazer crisp white french cuff button down
22. lvc 1920s sunset henley in dark grey melee
lvc 1930s twill britches
lvc 1915 striped suspenders
lvc 1912 blanket wool mackinaw coat
23. lvc 1950s shorthorn checked flannel shirt
lvc 1920s chinos
24. lvc 1918 women’s all-in-one freedomalls
25.lvc 1920s wool sack coat
lvc 1920s wool buckle back trousers
lvc 1950s shorthorn blanket striped flannel shirt
26. lvc 1960s 519 sta-prestâ„¢, burnt henna 812 corduroys
lvc 1930s button-neck sportswear sweater
lvc black and red woven leather belt
27. made & crafted yellow blanket lined sack coat
made & crafted striped print trucker jacket
lvc 1920s corduroy trousers
28. made & crafted ochre drill cotton linen chino
made & crafted cotton linen, bright blue, shawlcollared sack coat made & crafted wool herringbone checked workshirt
29. made & crafted tailored indigo sack coat…………..
made & crafted indigo flannel sailor trousers
made & crafted short shirt in golden yellow and mazarine blue
30. made & crafted wool checked trucker shirt
made & crafted rigid sack coat
made & crafted striped wool type 2 vest
made & crafted cinch back carpenter pants
31. made & crafted type 1 indigo wool jacket with striped weft made & crafted hi-rise cropped five pocket wool pants
32. made & crafted aztec lambswool v-neck
made & crafted suede type 2 jacket customized us military jacket lvc 1920s teal chino
33. u.s. navy shirt (vintage)
508â„¢ sta-prestâ„¢ short in harvest gold
34. trucker shirt jacket in japanese indigo blue and white hemp vest .505® bedford cord
35. french awning striped hemp jacket double-faced engineered workshirt cropped selvedge carpenter jeans with leather -backed hammer loop
36. selvedge wool denim slim jeans diamond stitched herringbone sack coat diamond stitched wool waistcoat
grandfather tailored shirt 37. clean rigid button down with articulated pockets clean rigid high-waisted a-line skirt
38. soft-constructed two-button blazer modern chambray workshirt  562â„¢ loose creased with tailored cuff
39.520â„¢ overall in japanese selvedge twill, charcoal grey ,japanese selvedge twill two-button snap front tailored blazer,japanese selvedge twill tailored shirt with hidden placket

Sponsored link:
Reproducible Effects in Finishing of Denim

So, the lesson is – don’t throw away your old jeans !

PS: Its interesting to note how the innovation of a  small rivet made a huge difference to the selling of jeans and made millions for the owners of Levi’s.

Its difficult to believe that first women’s jeans were introduced 61 years after the men had been wearing them ! . Levi’s had introduced the first men’ jeans – mainly meant for working men- in 1873 . In the Fall of 1934 , it decided to introduce the Lady’s Levi’s Jeans and forever changed the course of women fashion.

Levi’s would have never thought that about 75 years after the introduction of women’s jeans, the denim fits, finishes  and fabric innovations would be driven by women’s needs and that the sales of women’s jeans would surpass that of men’s (in fact it was done in 2000)!  . Women’s jeanswear are currently leading the denim trends each season and it is difficult to imagine denim seasons without women’s jeans.

Another irony in this 75th year is the popularity of the Boyfriend Jeans  and Skinny Jeans trend . Despite the latest high finishing techniques for women’s jeans , today’s most popular styles – The Boyfriend and Skinny Jeans – trace their ancestory to the earliest jeans developed by Levi’s. In the early 1900s, when women had no options available for them , they used to wear the men’s jeans and the Boyfriend Jeans was a ‘Fashion by compulsion’ or due to ‘Lack of choice’.

The evolution of women`s jeans:

* Pre-1934: Women in the West began wearing their husbands` or brothers` Levi`s
501 jeans.
* 1934: The first pair of women`s jeans, Lady Levi`s, are created. Assigned lot
number 701 to distinguish them from men`s jeans (Lot 501), the original pairs
were aimed at women working on ranches and sold in several Western states. 
* 1930s and 1940s: Sales of women`s jeans begin to take off due to the growing
popularity of dude ranches. High-end department stores Best & Co. and H.
Kauffman & Sons Saddlery Company carried Levi`s jeans to meet this new demand.
Women`s jeans also switched from button-fly to zipper. 
* 1960s: Amid a tumultuous cultural revolution, denim becomes a staple in
women`s wardrobes. Jeans become a icon of rebellion that`s adopted by both men
and women. 

* 1970s: Levi`s women`s jeans range offers a variety fashion fits, including the
"full" and "straight" leg jeans, and the "jean cuffs." Flares and bell-bottoms
also become popular styles. Levi`s jeans for women are introduced for the first
time overseas. 
* 1980s: The Levi`s brand introduces the famous 501 jeans for women in 1981. The
brand introduces stonewashing to women`s jeans just two years later in 1983. 
* 2002: The premium denim trend takes off and Brands like 7 For All Mankind, True Religion,

J Brand become popular with celebrities  and a wave of premium denim fashion kicks in. Hundreds

new denim brands come on the scene.

*2009: Trends like Boyfriend Jeans, Skinny Jeans , High Waisted Jeans become popular.

Denim leggings is another trend which is picking up..

Via Reuters

Levi’s India has recently launched a pilot promotion programme under which they are selling their Jeans in Bangalore on credit. The $30 +(Rs 1500+) jeans are being sold on a credit of 3 months. And the customer is not charged anything extra for the same.

The process goes thus :

1. Customer buys the jeans from a store which swaps his/her ICICI Bank credit card.
2. The customers takes away the jeans.
3. He/She is charged $10 every month for three months.

Why is Levi’s of selling denim on credit ?

The recessionary economy is forcing companies to think of innovative ways to sell . Apparel sales are easily affected in not so good times as these purchases can be easily put off without causing too much self discomfort.  Levi’s logic behind the marketing exercise is clear – sell the jeans to those who find it difficult to bring themselves out to spend $ 30+(Rs 1500 & above) on a pair of jeans . It gives a psychological comfort to the customer that he is apportioning his cost to  a number of months rather than getting the hit in a single month ..

Initial Results and Reactions On This Denim Experiment ?

Shumone Chatterjee, MD, Levi’s India, says the success of the programme over the past few weeks has already convinced them of the need to roll it out nationally. ‘‘By this month-end, we hope to rope in several more banks into the scheme,’’ he says.

Being a new experiment there is bound to be a lot of doubt around this and some people in the retail industry are doubting its success . However, I am reasonably sure that this scheme will at least not fail . It may or may not be a run away success , but it will surely not fail….

WHY?

1. Famous brands always have ,besides their customers, a number of people who are ‘Brand Lovers’ but NOT regular ‘Brand Customers’. They are not regular customers because of the cost of the brand. These ‘Brand Lovers’ may actually be more than the actual customers.However, if any window of oppurtunity arises where they are able to afford the brand, they do not miss it. 
2. Getting the branded item on credit may not be actually getting the item at a discount, but it does provide a psychological comfort to the customer that he/she is not spending too much money in too short a time.. Have you seen people buy TV, Furniture etc on credit ? Why do they do it ? Some of them may not be able to afford a one time payment, but many of them have a comfort that they are spreading their costs over a long period of time.Similar logic can be applied to brand also ..

I won’t be surprised if this marketing tool is copied by Levi’s offices in other parts of the world.

And would you buy a 7 For All Mankind Jeans if you are charged $20/month for next 10 months ?? Probably many people would..  
Are the Premium Denim Brands listening …?