IMAGE: LEVI’S®

The Birth of an American Icon

When Levi Strauss partnered with tailor Jacob Davis in 1873 on a patent for riveted pockets on work pants for Western pioneers, they couldn’t have dreamed of its impact on modern culture. The Levi’s® 501® button fly jean – the original and first ever blue jean – was born on May 20, 1873. And 140 years later, it is more popular and even more relevant to global culture and style than ever before.

Deemed Time Magazine’s ‘Fashion Item of the 20th Century’ – the original Levi’s® 501® button fly jean is an American icon that has been woven and stitched deeply into our world’s cultural heritage. From presidents to movie stars, farmers to fashion icons, entrepreneurs to the every man, the cultural significance of Levi’s® 501® jeans has been defined by the people who wear them. No other product has been worn, loved or re-imagined quite like Levi’s® 501® jeans. A symbol of individuality and universality – the 501® jean is the ultimate expression of personal style – worn by the pioneers who shape our world, generation after generation.

IMAGE: LEVI’S®

The Evolution of the Levi’s® 501® Jean

Designed with uncompromised authenticity and tailored to perfection, the 501® jean has subtly evolved through the years – improving with age to provide every generation with the jean they need.

This season, the 501® jean will be available in the same great fit in new colours including mineral red, chalk blue and ivy green. A lighter weight shrink-to-fit will fabric offers an incredible, buttery-soft hand feel.

The evolution of today’s 501® jean has been driven by a commitment to craftsmanship and quality. There isn’t a stitch on the jean that hasn’t been reconstructed and improved to enhance this timeless product, while staying true to its essential core. Look for finer fabric, reinforced stitching, larger pockets to store your latest smart phone, and updated belt loops, inseams and cuffs. We’ve done it all in the spirit of the original, with the same care, the same craftsmanship, and the same attention to every detail. It’s the same Levi’s® 501® as always, like never before.

IMAGE: LEVI’S®

501® Interpretation

This May, the Levi’s® brand is embarking on a global campaign called ‘501® Interpretation’ to celebrate the range of expressions of unique personal style from around the world. The Levi’s® 501® is put in the hands of the fans — young and old, famous and not so famous — asking them for their interpretation of the original. A digital photo gallery of their images from high fashion to street style and everything in between will live at LEVIS501.com.

Looking to celebrate some local talent in the process, eight local creatives — Max Mogale, Sergio Ines, Grant Payne, Dan Nash, Marco Riekstins, Roy Potterill, Dylan Muhlenberg and Andrew Berry — will also be asked for their interpretations of the Levi’s® 501®s over the next two weeks. A digital photo gallery of their images from high fashion to street style and everything in between will live at onesmallseed.com. Up until 26 April, images will be added daily to each person’s digital gallery and you will be able to vote for your favourite 501® collection from 24 – 30 April. Also, watch Twitter and Facebook for upcoming competitions.

Feeling left out? Join the global movement by tagging a photo of yourself in your 501® jeans with #501s on Twitter or by uploading directly at LEVIS501.com.

IMAGE: LEVI’S®

IMAGE: LEVI’S®

IMAGE: LEVI’S®

Roy Potterill – Image by Pieter Vosloo

A long-time fixture of the Joburg creative community, Roy Potterill has always had an eye for opportunity and a talent for making things happen. Having got his hands dirty in everything from textiles to tattoo shops, his current passions for photography, technology and emerging markets have seen him rise to fame as a mobile photographer, bringing both international exhibition and critical acclaim. Currently the co-founder and creative wizz at Mobile Media Mob — a visual-based mobile content agency — Roy spends his days giving brands a piece of his ever-resourceful mind.

 
 
 
To find out more about Roy Potterill go to mobilemediamob.com. And for more information on ‘501® Interpretation’ click here!
 

GALLERY

Portrait by Pieter Vosloo