Since its creation in 1873 by Levi Strauss, the Levi’s® brand has embodied classic American style, cool and casual. Recognized the world over, Levi’s® jeans have been a staple in men’s and women’s wardrobes for generations. Levi’s® has a long history of success, and today the brand’s collection continues to evolve through constant research and innovation to satisfy its customers. Thus Levi’s® launches the 505™C, a modernized and revisited version of the timeless 505™. “C” for customized: the designers have rethought the straight cut of the 505™ in a more fitted, perfectly on-trend version.
Born in 1967, the 505™ jean conquered the New York punk scene in the 1970s. Pop artists, graffiti artists and rock stars all wore them, tore them up, mishandled them. Present on every stage, the 505™ boasts an authentic, rock and timeless look. Appealing to both male and female audiences the 505™ zipper fly is one of the most popular models. With its classic straight cut and rigid denim, it suits all body types. Worn close to the body like Debbie Harry or slightly altered like the Ramones, it’s a favorite of New York’s youth, and not just. In its zipped or buttoned version, the 505 has been an incredible success and continues to have a huge following.
Indeed, at a time of real change in society, clothing was an important means of asserting oneself: “The 505™ was the symbol of counter-culture. It was a hit at a time when unparalleled creativity reigned in the world of art and music. We’re delighted to present a modern, more tailored version. It’s rebellious and sexy, in both men’s and women’s versions,” explains Karyn Hillman, Director of Product at Levi’s®. “It’s the perfect time to offer the 505™C. We’ve noticed a resurgence in the popularity of the 505™vintage, especially with women, because the 505™ vintage features a zipper closure with a flat front cut and makes bouncy, hot butts in the shape of an inverted heart, as only vintage Levi’s® jeans know how to do. That’s what we wanted to recreate.”
Vintage Levi’s® jeans are back with a vengeance on the catwalks and in the streets. Today, they are basics that have lost none of their appeal. The season’s trends – the return of vintage, authentic style and “mom” jeans – make them a must-have. The 505™, scandalous star of the Rolling Stones’ Sticky Fingers album cover, also accompanied the beginnings of the punk rock movement. The birth of the 505™ also coincided with the summer of 1967, the Summer of Love that saw the consecration of the hippie movement on the West Coast of the United States. To preserve this spirit, rips, were offered for the first time on Levi’s® 505™ jeans. The late 1960s was an incredible time for music, film, counterculture and civil rights. It was at the height of this era and in the city where the brand was born, San Francisco, that the Levi’s® 505™ jeans were launched. An epic story for a pair of jeans that has stood the test of time and continues to seduce!
So “Live in Levis” like a rolling stone, and go to http://www.levi.com/FR/fr_FR/.
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