Levi's is one of those rare brands that has truly stood the test of time. Since its founding in 1853, the brand has made denim for just about everybody. Fast Company posted up a video of the brand's evolution, particularly focusing on advertisements. As you might expect, the denim giant has been somewhat forced to evolve over time, especially considering that jeans were invented before the Civil War and the fact that shit like radio and television didn't even fucking exist. A couple of the tidbits I had never realized:
-There used to be a rivet on the crotch seam of all their jeans, except that cowboys complained about it getting too hot when they sat around a fire, so they eventually removed it in 1941. Thank god, that shit sounds mad uncomfortable.
-Because of the "badboy" image of Levi's in Hollywood films, some schools banned them from being worn. Reminds me of when my middle school banned yo-yos because kids were fighting with them.
-Levi's made the U.S.A.'s Olympic uniforms in 1980 and 1984. Is it just me or does that seem, like, a little too recent? Either way, Andre Agassi was definitely on board.
-The most recent iteration of the Levi's logo with a cut off ® symbol recreates the red tag on all their jeans, where the ® is segmented due to the folding over of the tab. Damn, that's super clever.
BOOM. JEANS, MOTHERFUCKER. SO MUCH KNOWLEDGE.
