Levi’s is a very special company and is known to be one of the most enduring clothing brands in history. Levi Strauss started his business in San Francisco in order to manufacture and sell his patented denim overalls and jeans. The company went on to create their first pair of Levis 501 Jeans in the 1890s and they were extremely successful among working people due to the practical uses of the denim material – it was strong and resisted rips and tears unlike cloth. The products went on to become an essential for farmers, lumberjacks, cowboys and railroad workers across the nation. Around the 1950s, Levi’s jeans began to become very popular among certain youth groups, like greasers, hippies and rockers. This is where denim evolved into an everyday fashion statement and the company took action by playing with their design to suit daily needs while providing consumers with a number of different washes, shrinks, fits and sizes.
Today, millions of people from all around the world have grown up with Levi’s 501, Levi’s 508, Levi’s 511 or Levi’s 513 denim jeans as an everyday fashion basic. Levi’s commuter efforts to remain relevant have been successful because their products have always stayed true to its roots. That is, functional workwear that can be worn on a regular basis. The lookbook uses the same inspiration that came from working class citizens and applies them to today’s skateboarding culture. The lookbook, shot in Oakland, features professional skateboarders Pat Moran and Marius Syvanen showcasing Levi’s crisp utilitarian pieces such as the Work Pant, Quilted Mason Shirt and the Lined Chorecoat.
For a more in-depth look at the FW15 collection, check out the video promotion here that is set to the jam of “Will You Be My Love” by The Four J’s. The pieces are set to drop in Levi’s stores and retailers in the next coming months so stay tuned for more details.