|Levis (via creativereview.co.uk)|
Sorry, that doesn't sound very sexy does it? But actually it is, especially in the hands of Levi's 501 jeans which are celebrating their 140th birthday today. And don't they look good on it? In the video which Levi's has made to mark the anniversary, 501s are branded "the Uniform of Progress". When you see them next to images of civil rights campaigners, bridge builders and Gay Rights protesters that certainly makes sense. As a side thought, funny that the birthday should fall on a day when everyone is getting up in arms about gay marriage. A good omen for the right result.
But I wonder if Levis somehow magically engineered the recent turnaround in the 501's trend fortunes? Because, somehow, for umpteenth time in 140 years 501s (and the gazillions of denim incarnations which descend from them) are what we all want to wear right now. Good old blue jeans, not too loose and definitely not too skinny-jean-tight. And we're (probably) not even cowboys, farmers or miners. Clever, that.