How do you make a brand timeless? It’s the million-dollar question in all branding conundrums. And folks trapped in the middle of the problem could do a lot worse than look to the Levi's 501 Case Study for inspiration.
Levi's transition from workwear staple to international style icon surpasses the trajectory of any other brand. And the PR has all been free as the jean aligned itself neatly and consistently with all number of different subcultures over the years.
Today, there’s no other piece of clothing more important to American history than the 501 Jean. And a new documentary, released by Levi's, follows its journey through the ages. Split into three parts; Work, Style and Rebellion, the documentary celebrates the ascension of 501 Jean in popular culture.
In 1890, Levi Strauss teamed up with a local tailor to patent the now infamous rivets used in all Levi's overalls. Already made with the highest quality materials and now doubly as durable, the overalls soon became the go-to utilitarian garment for coal miners, cowboys and industrial workers. And, as with all things borne from a function or utility (think Red Wing, Converse etc) the Levi's Jean is now the go to ‘uniform’ of creative workers who continue to wear it today.
So how did something purely functional come to find its place as a style leader? Well, the Western films of the 1930s meant everyone all wanted a piece of cowboy culture, and over the decades, Hollywood stars adopted the 501 Jean for its look. In 1934, the first female Levi’s jeans appeared, elevating Levi’s to a newfound glamorous status in the likes of Vogue magazine.
But what is adopted by Hollywood and popular culture, is very often shunned in other walks of life, and here is where the Levi's story is especially captivating. Whilst Marilyn Monroe may have owned a pair, so to did countercultures as broad as; biker clubs, punk, rap, skateboarding and certain art movements. The jeans' appeal is universal - thanks to their long lasting, durable and customisable nature.
The Levi's 501 can also be seen in the crowds throughout decades of activism. In a way it has itself become an iconoclast. From beats and hippies to LGBTQ rights protests the jean came to stand for rebellion, I mean just think about it - what clothing do you associate with the fall of the Berlin Wall? The one that was all over your television screens of course.
The Levi's 501 Brand Case Study is a fascinating look into the mind of the consumer, into what they buy, when and why. The documentary talks to the likes of Rachel Wang, Kim Hastreiter, Henry Rollins and more to discuss what the Levi's 501 means to them in their daily life. Viewers will find much that speaks to their own relationship with the brand.
From humble beginnings, Levi Strauss done good.
Rob Cursons April 16th, 2016, around noon
A fascinating study, also a reminder that the brand is so much more than the logo and even the product itself, great article.