Levi’s 501 celebrates 150 years as an icon of fashion history

The most famous jeans of all time is celebrating its anniversary. Levi’s 501 turns 150 years old. and celebratethe company is launching a limited editionas a reinterpretation of his most representative cowboy, symbol freedom, democratization and youth rebellionaccording to its different stages. is around three 501 models and a waist-length jumpsuiteach with a style that pays homage to key dates for the brand with a range of garments to match the trousers.

The history of the 501 model is the history of the model the birth of the cowboy, perhaps one of the most representative examples of fashion culture of all time. From appearing as miners’ workwear during the California Gold Rush to being part of the Museum of Contemporary Art in Los Angeles and New York.

In its most modern phase, these pants were a mandatory piece in the wardrobe of several generations of young people. Namely, in the eighties and nineties of the last century in Spain, wearing Levi’s jeans meant something like distinguishing mark. Despite this, the brand was no stranger to competition. From big sales to darker phases. Actually, Four years ago I was on the floor of Wall Street againfrom which he distanced himself in 1971, just as sales began to decline.

Today, the brand still belongs founding a family because it maintains a capital structure similar to big tech, which allows the heirs of Levi Strauss to control strategic decisions. In practice, the small investor has very limited ability to influence the direction of the corporation vis-à-vis the Hass family. To continue growing, it will use arguments similar to those that led it to success throughout the 20th century: sporting events, music festivals and the presentation of celebrity collections, in addition to increasing online sales.

Despite the socialization of jeans as an item of clothing, Levi’s managed to remain at the top of the largest sellers of jeans clothing in the world.

This is the market philosophy with which it celebrates the 150th anniversary of its first 501. Those who designed a German merchant named Levi Strauss when he immigrated to the United States Mid-nineteenth century. He met tailor Jacob Davies and the two set out to create durable pants that would withstand the wear and tear of the California mines. Strauss and Davies received a patent that allowed them to manufacture garments with rivets placed in places of stress for greater durability. That’s how the brand was born.

Marilyn and James Dean

miners, cowboys, workers and other field employees have made Levi’s 501 their work uniform. Until the cinema crossed his path, and Marilyn Monroe and James Dean wore it Levi’s 501 on the big screen.

Since then, they have started a successful career as they almost always end up with garments that are ahead of their time.