LEVI'S THROUGH THE DECADES
150 years of Levi Jeans
celebrating 150 years of Levi Jeans, walk through the decades of how Levi's were designed, styled and influenced through the eras.
1870 - Cowboys New Uniform
This shoot was inspired by the new addition of the Levi's Jeans which was advertised and released in 1973 to cowboys, minors and farmers. Levi Strauss liked the concept of the main celling point was for cowboys as this was unique and stood out on the market.
1930's Cowgirl
Inspired by the release of the Lady Levi's collection in 1934, this shoot of this powerful cowgirl was to represent the rebelliousness of the collection release as by Levi's. This was contravercial at the time as the concept of women wearing jeans as considered un-lady-like. Levi' had heard that women were borrowing their brothers and husband's jeans to work on their ranch, this led to him to make a collection to women .
1950s - Rebel Biker with a bargain bucket
This shoot was inspired by the popular craze at the time which was pairing your Levi's Jeans with Leather jackets for the bad boy look all inspired by the 1950s classic film starring Marlon Brando called the Wild One. This bad boy persona was related to the rebel biker style and introduced the banning of Jeans in schools and workplaces.
1960s - 60s birthday bash
This shoot was inspired by the concept of the newly released Bell Bottom Jeans by Levi's in 1967. This release was inspired by the freeing and peace and love movement which came about in this era from the civil rights protests. This was a time to party, with the comfortable freeing Bell Bottom jean and the new release of the party food we still eat today and love.
1970's Roller Disco
The 1970's was a time where disco really came into vogue and every teen had their first date at a roller disco. This shoot was inspired by this concept as well as the denim competition that Levi's held in 1973. Levi's became aware of the circulating popular trend of bedazzling denim clothing, so they made a competition where people could send in their designs. The winner of the competition was announced in 1974 and it was Hopeton Morris who bedazzled a denim jacket with gems, beads and hair.
1980s - Occupied at the Launderette
This shoot was inspired by Levi's contribution to the growing AIDS crisis which dominated the 80s. Levi's took part in the making of a quilt which each panel represented someone who had died of AIDS. Levi's dedicated their panel to all the workers that contracted the disease and died. I was also inspired by the classic 1980s Levi's 501 Jean ad that was set in a launderette and starred the famous actor Nick Kamen where he stripped off into his underwear and waited for his Jeans to wash. This ad went global and sky rocketed the sales in Levi's Jeans.
