{"id":5743,"date":"2021-03-08T07:50:47","date_gmt":"2021-03-08T06:50:47","guid":{"rendered":"https:\/\/hhv-journal.com\/?p=5743"},"modified":"2021-03-05T19:23:23","modified_gmt":"2021-03-05T18:23:23","slug":"new-brand-levis-vintage-clothing","status":"publish","type":"post","link":"https:\/\/hhv-journal.com\/en\/features\/new-brand-levis-vintage-clothing\/","title":{"rendered":"New Brand: Levi’s Vintage Clothing"},"content":{"rendered":"

New Brand: Levi’s Vintage Clothing<\/h1>\n

Iconic Cuts<\/h2>\n
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Words: Amber Gr\u00fcnh\u00e4user\u00a0<\/em><\/p>\n

What is iconic, predominantly blue and captures the zeitgeist of pivotal cultural movements throughout the ages? It boasts two legs, a rebellious spirit, and is embraced by workers, revolutionaries, misfits, outlaws, rockers, music lovers, forward-thinking regular and extraordinary folks (and quite possibly your mama). The answer is undoubtedly a pair of Levi\u2019s.<\/p>\n

In its original form, Levi Strauss & Co. designed utilitarian workwear for the miners of the Californian gold rush. Bavarian entrepreneur and dry goods merchant Levi Strauss hired Jacob Davis, a Latvian tailor based in Reno, Nevada, to refine the design. It\u2019s hard to imagine Strauss and Davis could have foreseen the journey their hardworking but humble \u201cwaist overalls\u201d would make, from rugged utility to cultural heavyweight, when they took out a US patent in 1873 for \u201cImprovement in Fastening Pocket-Openings\u201d (aka work pants reinforced with metal rivets) and denim jeans were born.<\/p>\n

Today, Levi Strauss & Co. denim is synonymous with easy cool. Levi\u2019s jeans have been effortlessly incorporated into the shifting sands of counterculture ever since youth worldwide voiced their dissatisfaction with the status quo. The Levi\u2019s Vintage Clothing<\/a> (LVC) line celebrates the rich diversity of cuts and cultural relevance as it references choice moments of time from the Levi Strauss & Co. archive. LVC first launched its European collection in 1996. Set apart from the main Levi\u2019s collection, Levi\u2019s Vintage Clothing doesn\u2019t follow market trends. In contrast, LVC selectively recreates, reimagines and reinvigorates historical classics from the Levi Strauss & Co. archive into contemporary context. The San Francisco-based archive acts as a living research lab for all things Levi Strauss & Co.; it includes original pieces from bygone eras in various states of wear and tear, from hanging by a thread to pristine condition.<\/p>\n

The Levi\u2019s Vintage Clothing core range features iconic cuts from the 40s and 50s that translate seamlessly into contemporary styles, including the 1947 501 jeans, the quintessential rock\u2019n\u2019roll standard fit considered the gateway denim to exploring the world of Levi\u2019s Vintage Clothing; the 1954 501 jeans with its slightly tapered fit; and the boxy 1955 501 jeans for the true Hollywood rock\u2019n\u2019roll, biker look. These cuts are available in rigid shrink-to-fit or pre-shrunk seasonal and new rinses. The core collection is complemented by the 1950s Sportswear Tees and Bay Meadows Sweatshirt.<\/p>\n

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