The brand name Levi Strauss is so well known it’s practically interchangeable with “jeans.” And I’m a huge a fan of jeans in general. They’re perhaps the most iconic form of American apparel. They can be classy and dressed up, or rugged and practical. And here’s a one of a kind documentary from Levi tracing the brand’s history, examining manufacturing techniques, and discussing the relevance of the cut on society. With gorgeous retro cinematography, it’s inspirational to watch, and it’s narrated by Ramblin’ Jack Elliot to boot.
The documentary traces the influence of the Levi 501 Jeans on popular culture from its early roots as a functional necessity for cowboys and the coal mining industry through its adoption by Hollywood icons where its ubiquity becomes a fashion statement, and up through the counter-culture years as Levi’s were associated (perhaps somewhat retroactively by modern branding) with the rebellion culture.