Levi’s is iconic for a reason. Worn by some of the biggest names in entertainment, fashion and social change - the iconic denim brand is on a mission to lead the change towards a more sustainable clothing industry for good - starting with their iconic 501 blue jeans.
With the signature straight leg and button fly, the 501 has been a uniform we’ve come to love and cherish. From its inception in 1873, they remain a canvas for self-expression as the grandfather of the original blue jean.
In the 1970s, at the start of the ‘turn on, tune in and drop out era’, the Levi’s 501 changed towards fitted, washed-out, and worn-out while letting go of flare, fringe, and colour. The final result was a second skin - perfection through imperfection that future generations would love.
By the 1990s, everyone from every corner of the cultural landscape welcomed the 501’s rugged simplicity and casual coolness. Here, the blue jean achieved icon status and the purest expression of what makes Levi’s 501 so special.
Dressed up or down, fitted or oversized, new or vintage: the story of Levi's 501 is about enduring style and sustainability. They are the heart and soul of modern fashion and, ultimately, a representation of durable denim that gets better with time.
Karyn Hillman, Chief Product Officer, Levi Strauss & Co, says, “With denim, nostalgia can be a source of both comfort and style. Having that favourite worn-in pair of jeans from the past is what we aim to capture with the new 501® ‘90s jean–it taps into that vintage look & feel, but it’s been made fresh and modern for today. It’s inspired by the way people were wearing our 501s in the late ‘90s. A bit more relaxed, midrise, with just the right amount of bagginess in the leg – easy, effortless and cool.”
Now, Levi’s is pushing boundaries again and committing to becoming a more sustainable denim brand. As a start, they’re finding better ways to source and manufacture your favourite products while continuing to craft everything at the highest quality and durability.
To help their mission for a more sustainable future, they ask that you keep wearing the products you love for as long as possible—starting with the 501 jeans. With a timeless style and iconic, they get better with age so that you can hold onto them for longer.
But becoming the world’s leading sustainable fashion brand takes time, and for Levis, it will forever be a work in progress. The mission started in 2011 with their Water<Less initiative, which uses up to 96% less water to finish the 501 than typical denim finishing.
Since the start, Levi’s have saved over 4.2 billion litres of water from the finishing process and recycled over 9.6 billion more. Looking ahead, Levis is working towards industry-leading targets, which include:
- 100% sustainably sourced cotton by 2025
- 100% renewable energy in owner and operated facilities by 2025
- 40% less greenhouse gas emissions in our supply chain
- 50% less water in manufacturing in water-stressed areas by 2030
More than 148 years later, the iconic 501 for both men and women is a testament to Levis commitment to making products that last as they continue to swim against the tide of today’s disposable fashion.
But sometimes, the most sustainable thing you can do is wear what you already own. To learn more about the iconic 501 and Levi’s sustainability mission, visit their website.
