Jeans. We all own them (probably more than one pair), and love and recognise the timelessness of these hardworking, cotton trousers. Yves Saint Laurent is quoted saying: “I wish I had invented blue jeans. They have expression, modesty, sex appeal, simplicity — all I hope for in my clothes.”

Blue jeans were revolutionised by US pair Levi Strauss and tailor Jacob Davis in 1873 with the idea of making riveted pockets on their pants design for working western pioneers, using copper rivets to absorb the strain. The patent on the design was granted, and the 501 was born.

Image: Levi's
Image: Levi's

The year 1922 saw the inclusion of belt loops and Levi’s arcuate stitching design (that recognisable stitch on the back pocket) was patented in 1943, and is considered the oldest trademark in clothing still used today. The 1950s saw an increase in wearers — especially in Hollywood — including Marlon Brando, Marilyn Monroe, and James Dean. Steve Jobs made the style part of his uniform in the ’80s and US President Barack Obama wore a pair to throw out the first pitch at a 2009 All Star baseball game.

This iconic pair of jeans has lasted 140 years, and this year, the brand launches a head-to-toe men’s collection called Line 8. Like the 501, this range is inspired by the young and rebellious, and includes two jackets and a classic blue shirt, too. The jeans have stretch, and come in 511 Slim Black Indigo and 519 Super Skinny Black.

September 2016

© Wanted 2024 - If you would like to reproduce this article please email us.
X