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Blue revolution: how did you meet jeans?
The history of Levi's goes back more than 150 years. Everything started from the period of the American Gold Rush, when Levi Strauss discovered the durable material that led mankind to the "blue revolution", jeans. At different times, this product has become a sign of freedom, self-expression and authenticity, and today it is a main part of modern style.
Happy Denim Day! Our journey through the past campaigns of Levi’s begins now.
In the 1950s, Levi's began creating American style posters. They actively showed the main values on which the brand was founded - the durability of jeans and the strong, outstanding material. There we would often meet cowboys and workers who emphasized the practicality of Levi's, and different methods were chosen for this. It was these early ads that laid the foundation for the associations created around the brand, including the ones you now remember deep in your heart.
501: Blue
After the era of posters and movies, Marlon Brando and James Dean featured in the 501: Blue campaign. It was an innovative series that combined music, fashion and youthful spirit. In each, you would find a lot of dances and fun. In the hippie movement, Levi’s took on a new lease of life, transforming jeans into a staple of clothing in the 1980s. Interestingly, we even saw the newly appeared Bruce Willis in one of them.
501: Originals
Soon we reached another new stage. The owners of the American brand decided to play the role of a chain between generations. In addition to the fact that the brand had a centuries-old history, it had to be a form with which you could constantly express your strong character and freedom of choice. So and so, in the 90s, we could see many rising stars, including Brad Pitt, in Levi's ads. Each ad shows the brand's irreverent, direct and sometimes bold decisions, like the voice of a generation.
501: More than jeans
From the 2000s we see the newly created campaign "Go Forth", which focused on progress, change and optimism. In advertisements, we often encountered hidden or overt messages about social responsibility, in which the company's values were clearly visible. It was a series of dramatized video clips that included visuals as well as an exciting narrative. Mini animations, which were actively created at the turn of the 20th and 21st centuries and presented various amusing situational episodes, were also outstanding.
501: Everything is in your hands
Today, Levi's has already gained the status of an unofficial "form" of progress. Freedom seems unthinkable without jeans. The main idea of the latest campaign "The Floor Is Yours" is exactly this, when you wear this blue material, as if everything is in your hands and you can enjoy each action.
The story of "Dressup" also started 30 years ago with Levi's, with the same value we talked about during this little trip. But the birthday should not pass without surprises!
It's jeans week in our stores! From 18 to 24 May! Get 40% off every second purchase from the new denim collection and celebrate Denim’s anniversary with us! The offer can be used both in one and in different stores: ????'?, ?????? ?????, ????? ?????, ????? ????????, ?????, ?-???? ???, ??? & ????????, ???? & ?????, ????, ????? ???????.
P.S. For a better mood - this is the latest collaboration between Beyoncé and Post Malone!
© Nika "Vardo" Vardiashvili