Unpicking the enduring appeal of the timeless American garment.
are a versatile garment that has enjoyed an iconic status since their creation more than 150 years ago.
Davis knew his virtually indestructible pants were a winner but didn't have the money to take a patent out. He turned to the man who was supplying the fabric he was using, dry goods salesman Levi Strauss, whose name would become synonymous with the garment.Strauss helped Davis secure a patent but it was for the rivets as opposed to the garment itself.
Look closely and you'll see that blue denim is actually a mixture of white and blue, a trick of the eye designed to cut costs.With the availability of cheap synthetic indigo, the recognisable blue denim was born. Only it's not all blue."Look closer and you'll see it's a mixture of white and blue," says Amit,"a trick of the eye designed to cut costs."
Hegarty's company, BBH, won the Levi's account in 1982. For their first ad, they went back to the basics to produce a mini-epic with an industrial feel that focused on the iconography of the rivet. The next ad emphasised how jeans symbolised the free world, with a young boy smuggling a pair of jeans into Russia.BBH's Russian ad resonated – art was imitating life. In Russia, jeans were seen as a symbol of the free world and – given that US-made jeans were outlawed – of rebellion.
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