It's a fashion absolute -- blue jeans are uniquely American and blue jeans are big business. The story of Levi's is the story of an American icon that swept the globe and brought denim, side stitching and rivets into just about every household, where it has remained for more than 150 years.
The 501: Born in the USA
Levi's 501 jean was designed in the late 1800's. With an updated style the popularity of the 501 is legendary. The jeans are one of the best selling garments of all times and have been worn by an impressive list of celebrities.
The glitz of the designer Jean appeared in the late 1970's and blindsided the king of blue jeans. Jeans were suddenly cool to wear out to the disco. Competitors began creating more stylish jeans marking the beginning of the "Designer Wars."
The Incredible Value of Vintage
Levi's calls it "The Archive" - it's collections of Levi's from the 1800's, turn-of-the-century and WWII. Popular styles that propelled the Levi's into a global brand. Levi historian Lynn Downey makes it her personal mission to preserve the past.
The future is here with new styles and partnerships. Levi's makes a decision in that shocks the world when it rolls out a new line called "Signature Jeans" into every Wal-Mart store in the U.S.