The Levi’s® brand draws its iconic reputation from four staple items: the 501® Jean, 501® Short, the Trucker Jacket and Western Shirt. These wardrobe staples have consistently challenged the modern dress code and become the symbol of countless countercultures. Throughout our 140-year history, these signature pieces have constantly been revisited and reimagined for a contemporary audience: from Bing Crosby’s customised Levi’s® denim tuxedo in 1951 to Lily Allen’s hand-stitched Trucker Jacket at Splendour in the Grass.
501®: The Original Blue Jean (& Short)
Skinny jeans may come and go, but the timeless cut of the 501® button fly jean has been around for over a hundred years – and it’s not going anywhere. Dubbed ‘The Fashion Item of the 20th Century’ by Time Magazine, the legacy of the 501® Jean has filtered through fashion, television, politics and the workplace.
Last year, the 501® Jean celebrated 140 years since its invention for the workers of the American West in 1853. Defined by its patented copper rivets, the endurance of the 501® has been a remarkable one – both physically and symbolically. Despite its working background, the 501® has consistently been worn by trendsetters, musicians and fashion icons: from Marlon Brando and Marilyn Monroe in the 1950s; Bruce Springsteen and George Michael in the 1980s; to Cindy Crawford and Kurt Cobain in the 1990s. Today, the likes of Rihanna, George Clooney, Alexa Chung and Jennifer Aniston have all been spotted flaunting the 501® blue jean. For politicians, the classic working-man’s clothing remains a bartering chip in winning over the American people. Barack Obama and Mitt Romney have both donned the 501® during their campaigns.
A few celebrity 501® wearers: Bing Crosby, James Dean, Marilyn Monroe, Marlon Brando, Brigitte Bardot, Jack Kerouac, Bob Dylan, Barack Obama, Kurt Cobain, Miranda Kerr, Ronan Keating, Brad Pitt, Noel Gallagher, George Clooney, Ryan Gosling, Alexa Chung, Beyoncé and Nicole Richie.
The Trucker Jacket
Nothing endures the workplace, weather and high street like the Trucker Jacket. Since its invention in 1962, the Trucker Jacket has remained synonymous with grease, sweat and rock’n’roll. Traditionally, it took years of wear to create the faded, distressed look that the Trucker Jacket is known for. Today, you can pick between the staunch, rigid denim of the original or the latest designer interpretation of this enduring classic. With its ability to be customised by anything from distressing and studding to embroidery and patches, the Trucker Jacket has long been used as a symbol of individuality and counter-culture.
Celebrity Trucker wearers: Lily Allen, Sky Ferreira, James Franco, Kanye West, Ryan Gosling, Jake Gyllenhaal, Rita Ora, Rihanna, Pharrel, Miley Cyrus, Lana Del Ray.
The Western Shirt
As the 1930s gave way to American industrialisation, Levi’s® embraced the nostalgic return to the Wild West with the release of the Western Shirt. Built to endure harsh ranch conditions as well as the tempers of Hollywood, the signature Western yoke and Sawtooth flap-pockets of the Western Shirt became a familiar costume both on horseback and onscreen.
Today, the Western Shirt is a wardrobe staple at music festivals across Australia.
Celebrity western shirt wearers: Roy Rogers, Dave Grohl, Kate Moss, Ryan Rottman, Miguel, Charlie Hunnam, Joe Manganiello, Alessandra Ambrosio, Keith Urban and Zac Efron.