Tuesday, 18 January 2011

The Old, Battered, Denim Levi Jacket. Classic.

Classic: Something that is a perfect example of a particular style, something of lasting worth or with a timeless quality.

In 1853, Levi Strauss, a 24-year-old German immigrant, left New York for San Francisco with a small supply of dry goods with the intention of opening a branch of his brother's New York dry goods business. Shortly after his arrival, a prospector wanted to know what Mr. Strauss was selling. When Strauss told him he had rough canvas to use for tents and wagon covers, the prospector said, "You should have brought trousers!," saying he couldn't’t find a pair of trousers strong enough to last. Levi Strauss had the canvas made into waist overalls. Miners liked them, but complained that they tended to chafe. Levi Strauss substituted a twilled cotton cloth from France called "serge de Nimes." The fabric later became known as denim and the trousers were nicknamed blue jeans.
And as for the infamous logo, The two-horse brand design was first used in 1886. The red tab attached to the left rear pocket was created in 1936 as a means of identifying Levi’s jeans at a distance. Levi no longer aim at a niche audience, 'From a company with fifteen salespeople, two shops, and almost no business east of the Mississippi in 1946, Levi's grew in thirty years to include a sales force of more than 22,000, with 50 shops and offices in 35 countries, and from creating the blue jeans to a whole range of clothes, including the famous Denim Jacket.

Describing, in terms of fashion, an item as 'classic' is a very generous, even though undoubtedly deserved, established title. It signifies that although the trend may be current the go-to designer or brand has been around much longer, and are in the privileged position of escaping newer competition, as in many people's view, who can go wrong with a Classic? As the saying goes, 'Why fix something if its not broken,' Why buy into a copied version if we can have the original? Working?
And as with the Denim Levi Jacket it applies to both, the classic denim jacket, alongside the classic denim brand, both equally established in their own right, and appearing again on many trend-setters, and almost certain to appear again in future years.

No fashion expert, or insider of the exciting world, merely through skimming just the surface by doing the bare minimum of acknowledging what people are wearing both past and present, and maybe with the help of a few Fashion Magazines for back up reading material; it is clear that 'What trends go around, come back around' and ever more certainly so, if they are branded with the 'Classic' label, ultimately meaning that...They were never gone?


  1. I've pinched my mums 80s Levis jacket, much better than a new one, haven't worn it yet but this post has just inspired me to wear it! :)

    Jade x

  2. adore the shorts!


  3. Jeans shorts are one of the best items you can have in your wardrobe!

    xo thefashionguitar

  4. Nice! I love it.


  5. I love the double denim look!! and Fashion Toast pulls it off great!!...I have an old oversized jean jacket myself but it's not Levi :/...but it serves its purpose :)...great post!!

  6. Denim is a trend that will never die thanks to Levi Straus.
    Can't go wrong with a denim jacket in my opinion.

  7. I love the way you're showing denim! So cute and functional for any outfit!

    VPV Intern


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