Home / Knowledge / News / Fashion / Levi's honors women's denim with traveling exhibits

Levi's honors women's denim with traveling exhibits

22
Sep '09
Seventy-five years ago, Levi Strauss & Co. took a risk that forever changed the course of women's fashion. In the fall of 1934, the company introduced “Lady Levi's jeans” – the world's first jeans made exclusively for women (www.womensjeans75.com). Originally created as men's workwear, jeans are now a fashion must-have around the globe, with women's jeanswear leading the way in denim trends each season.

Jeans were originally created by Levi Strauss & Co. for working men in 1873, but the category has since seen a dramatic shift with the advent of the first jeans for women. Today, new fits, fabrics and finish innovations are typically first developed to meet women's needs and tastes and are driven by the demands of the women's market. In fact, sales of women's jeans surpassed men's in 2000, making women the leading consumers of denim in the United States.

To celebrate the 75th anniversary of women's denim, Levi Strauss & Co. Historian Lynn Downey will host store events in New York (September 26th), Los Angeles (October 3rd), San Francisco (October 17th), and Chicago (October 24th) where shoppers can see historical women's jeans and memorabilia and receive special discounts.

Despite the latest high-tech finishing techniques for women's jeans, today's most popular styles – the Boyfriend and Skinny jeans – trace their ancestry back to the earliest jeans developed by Levi Strauss & Co.

Last year, the Boyfriend jean exploded on the fashion scene when trend-setting celebrities were spotted in Los Angeles wearing men's 501 jeans. Women across America quickly adopted this look, which originated in the early 1900s when women wore men's 501 jeans because there was no other option. Today, Levi's Boyfriend jeans for women are one of the most popular styles in the market, offering a relaxed, straight leg and comfortable fit in a range of washes that can be dressed up or down.

Levi's Skinny fit jeans are another fashion must-have this season. Though the fit was originally created by the Levi's brand in the 1960s, the jean has been redesigned to offer a more flattering look to women, with a slim leg and fashionable washes.

“The Levi's brand has a rich heritage of making jeans for fiercely independent and original women – from the pioneering women of the American West who first adopted men's jeans and inspired the creation of a women's jeans range, to today's movie icons,” said You Nguyen, Senior Vice President and Creative Director for the Levi's brand. “Women have truly embraced jeans and made them the cornerstone of their wardrobes. We are just as focused today as we were in 1934 on creating great fitting jeans that make women feel unstoppable.”

Fourteen years after women won the right to vote nationally, women's jeans were born in September of 1934 when Levi Strauss & Co. created Lady Levi's jeans. The line was developed for Western women who had begun wearing men's Levi's jeans on ranches and farms, and for women to wear to a popular new vacation destination – dude ranches. Soon afterwards, Levi's jeans became a popular fashion trend for women on the East Coast and were featured in a 1935 article in Vogue about dude ranching that illustrated two women in Lady Levi's jeans.


Must ReadView All

Pic: University of Cambridge

Textiles | On 25th Aug 2019

Climate change to shrink GDP of all nations alike: study

Virtually all countries-rich or poor, hot or cold-will suffer...

Pic: Curve-Newyork

Textiles | On 25th Aug 2019

Curve sees over 250 leading intimate apparel brands

Over 250 leading intimate apparel brands showcased their products at...

Pic: Gap Inc

Apparel/Garments | On 25th Aug 2019

Gap Inc net sales down 2% to $4 bn in Q2 2019

Gap Inc, a global retailer offering clothing, accessories, and...

Interviews View All

Ghanshyam Ghoghari, Kimora Fashion

Ghanshyam Ghoghari
Kimora Fashion

Bridalwear is not about reds and whites anymore

Anavila Misra, Anavila Collection

Anavila Misra
Anavila Collection

Fashion shows are also encouraging and highlighting sustainable fashion

Akash Khetan, Narayan Tex Fab

Akash Khetan
Narayan Tex Fab

I find it hard to find professionals in Surat

Carmen Makover,

Carmen Makover

Leading the digital textile printing industry, Israel-based Kornit...

C Dhandayuthapani,

C Dhandayuthapani

MAG Solvics Private Limited was established in 1991 to design and develop...

Alexander Foll,

Alexander Foll

Germany-based H Stoll AG & Co KG manufactures flat knitting machines....

Michaela Griggs & Peggy Schulz, Barco Uniforms

Michaela Griggs & Peggy Schulz
Barco Uniforms

Founded in 1929, Barco Uniforms started as an apparel company for beauty...

Davide Vigano, Sensoria

Davide Vigano
Sensoria

Sensoria is a leading developer of smart garments and IoMe (Internet of...

Justin Chan & Shyam Gollakota, University of Washington

Justin Chan & Shyam Gollakota
University of Washington

A fabric that can store data without any electronics or batteries has been ...

Joe Ikareth, Joe Ikareth

Joe Ikareth
Joe Ikareth

<b>Joe Ikareth</b> has a rock-solid fashion and textiles background, which ...

Sonam & Paras Modi, SVA

Sonam & Paras Modi
SVA

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Tony Ward, Tony Ward

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


August 2019

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Advanced Search