Re-engineered 501s give Levi's customers they shape they've always wanted
Levi’s has cottoned on to the way customers customise their straight-leg 501s and is now offering an update on the iconic denim, writes Rebecca Gonsalves
Your support helps us to tell the story
From reproductive rights to climate change to Big Tech, The Independent is on the ground when the story is developing. Whether it's investigating the financials of Elon Musk's pro-Trump PAC or producing our latest documentary, 'The A Word', which shines a light on the American women fighting for reproductive rights, we know how important it is to parse out the facts from the messaging.
At such a critical moment in US history, we need reporters on the ground. Your donation allows us to keep sending journalists to speak to both sides of the story.
The Independent is trusted by Americans across the entire political spectrum. And unlike many other quality news outlets, we choose not to lock Americans out of our reporting and analysis with paywalls. We believe quality journalism should be available to everyone, paid for by those who can afford it.
Your support makes all the difference.If you’ve never seen Levi’s infamous “Launderette” ad from 1985, get thee to YouTube now. Even if you can remember the vignette set in a Fifties-era American launderette in which the singer and model Nick Kamen strips off to his crisp cotton skivvies in order to stonewash his 501s, what’s the harm in a little refresher? That ad was memorable for its content, but it also ushered in a new era for the American denim brand – redefining a reputation and cementing its must-have status among fashion-hungry teens.
Over the past 30 years Levi’s has managed to maintain a strong market position in the face of competition from both high street and designer brands, which have cottoned on to the increasingly lucrative nature of a fashion-led denim market. And while the original straight-leg 501 style is still a tried-and-true favourite, the denim-clad powers that be at the brand’s San Francisco headquarters decided that it was time for a bit of an update.
Enter the 501CT (“customised & tapered”) – a new style which reflects the way customers have been modifying the original shape for years. With designs for men and women, the updated version offers a tapered leg and a slightly more relaxed, lower-waisted fit in vintage washes.
Sadly, there are no plans to recreate Kamen’s star turn, but a limited-edition hand-made collaboration with Net-a-porter.com will boost the brand’s fashion credentials, while a Live in Levi’s campaign supported by musicians will once again cement its status with rock ’n’ roll rebels.
Join our commenting forum
Join thought-provoking conversations, follow other Independent readers and see their replies
Comments