Wednesday, 16 March 2016

INTRODUCING THE LEVI'S® 501® DOCUMENTARY




The Levi’s® 501® button fly jean, the original and first ever blue jean, was born on 20th May 1873. And over 140 years later, it is more popular than ever before. In celebration of 100 years of partnership with Cone Mills Denim in North Carolina, the Levi’s® brand presents a short documentary film, The 501® Jean: Stories of an Original. The film explores the lasting impact the Original 501® jean has had on cultural history. The 501® documentary has been screened in NYC, London, Buenos Aires and Caracas, and launches today on www.levi.com. There will also be subsequent screenings around the globe.





This three-part film is a story of modern America with the Levi’s® 501® at the centre. Exploring the worlds of work, style and rebellion, the film features interviews with pioneers such as Henry Rollins, John Baldessari, Scott Schuman, Andy Spade, Mark McNairy, Erin Wasson, Gary Burden, Eddie Huang, Jim Walrod, Kim Hastreiter, Mel Ottenberg, Michael Polish, Steven Alan, Alexandra Richard, Greg Chapman, Lee Ranaldo, Rachael Wang, Josh Peskowitz and many more.

The film is narrated by Ramblin’ Jack Elliott, one of folk music's most enduring characters. A protégé of Woody Guthrie in the late '50s, Elliott has been hailed as an influence on artists from Bob Dylan and Pete Seeger, to the Rolling Stones and Grateful Dead. Earnest Greene of Washed out contributes to the original score. 

EPISODE 1: THE 501® GOES TO WORK
In the first episode of The 501® Jean: Stories of an Original, we trace the 501® Jean’s journey from a utilitarian garment for coal miners, cowboys, industrial workers, all the way to the creative workers who continue to wear it today.  

EPISODE 2: STYLE 
For the first time Levi’s® are worn for their look, rather than function. With the cowboy films of the 1930s, everybody wanted a piece of the cowboy lifestyle. Hollywood stars adopt it for decades and the 501® becomes a style icon: continuing to inspire contemporary designers and style leaders. 

EPISODE 3: REBELLION
The 501® is a symbol for countercultures and has been sewn into the fabric of America interpreted many ways over many years. The Rebels of the 1950s proudly wore the 501® jean – adopted from the laborers after the Great Depression – and made it a symbol of irreverence and solidarity.  Worn by everyone from James Dean and Marlon Brando to Jack Kerouac and Jackson Pollock, the 501® jean became the emblem of youth and a symbol of rebellion. Rebels across the decades are united through outspokenness, individualism and their love of the 501®.



Levi’s® product featured in the documentary:























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