As the daily uniform for labourers of all kinds in the late 1800s, Levi's® 501® jeans were ubiquitous. Their simplicity and durability were legendary and demand for them continued to increase throughout the 1900s before also extending to Europe after World War II.
In the 1950s, teenage rebellion was championed by screen icon Marlon Brando after he was seen wearing them in the film 'The Wild One'. From the peace movements of the 1960s and 1970s to the destruction of the Berlin Wall in 1989, they've been at the forefront of change across cultures and continents.
Throughout the 1990s grunge movement that saw Kurt Cobain wearing Levi's® 501® jeans, to the pop revival of the 2010s with the likes of Rihanna adding her unique style to the product, no other product has been interpreted or reimagined like Levi's® 501® jeans.
Worn by both men and women as a uniform or as cut-off shorts in the sun, they have shaped and influenced the fashion world as we know it today.