Levi’s Strauss & Co. - Denimhunters

Levi’s Commuter

The Levi’s Commuter collection was introduced in the summer of 2011 and is designed for urban cyclists. The 511 Commuter provides greater convenience, safety, mobility, and protection compared to conventional Levi’s jeans “no matter how you roll,” as Levi’s puts it. The fabrics have a water-resistant and dirt-repellent NanoSphere protective finish and an odor-resistant Sanitized protective finish. Also, reflective 3M Scotchlite tape on busted outerseems that comes in handy when cuffed. Another great feature is the U-lock storage on waistband; double-layered seat and back pockets.

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Published on 24 June 2012 Leave a Comment

Best of Levi’s: 501 Shrink-To-Fit

The Levi’s Best of collection is a tribute to the originals with a commercial twist. This is a pair of the 501 shrink-to-fits from the premium red tab line. The designers have taken all the best features from historic jeans from the Levi’s archives and in many ways these jeans are identical to the top-of-the-line Levi’s Vintage Clothing products. Selvage fabrics (from Japan though, not Cone Mills), chain stitched hems, hidden selvage on the coin pocket, leather patch, punched through copper rivets, zink buttons, V-stitch at the top button, and single stitches on the back pockets. There’s no Big E on the red tab and they’re sewn in Turkey not America.

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Published on 18 June 2012 10 Comments

The Best of One of the Best

When I went to the Bread & Butter fair in Berlin in January I was unfortunately not able to visit my friends from Levi’s. Luckily, I got the opportunity here in Copenhagen. What especially caught my attention was the the new Best of collection where all the well known details with historic references to the evolution of the Levi’s jeans like selvage, leather patch, chain stitched hem, and selvage on the coin pocket, are incorporated into every pair. But have a look for yourself and tell me what you think.

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Published on 1 April 2012 3 Comments

American Legend – Made in the USA

Defining a pair of jeans can be quite complicated. They can be skinny or wide, high-waist or low-waist, dark or light, ugly or awesome, cheap piece of no-good or made from a quality that is incomparable. As I wrote in my first post (sorry, only in Danish), it’s you and only you who decide what kind of jeans you’re going to wear. If the history and culture of denim doesn’t mean anything to you I’m guessing you’re not spending hours in all sorts of jean shops. If you just want a comfortable pair of jeans to wear on Sundays when a game is on you’re probably not looking into a pair of 18 oz. raw selvedge jeans. If you’re walking around with tree trunks instead of thighs you’re going to pass right through the skinny jeans section and buy something with room in them, and if you can’t stand a pair of jeans that are made without passion and without a sense of quality and craftsmanship then I’m not counting on seeing you in a pair of Cheap Monday’s.

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Published on 11 March 2012 18 Comments

Jacob Davis

The history of denim jeans is full of myths. This is the second article about how Levi’s invented the blue jeans and became one of the most well-known brands in the industry. One of the most commonly accepted myths relate to the very invention of the riveted jeans.

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Published on 24 December 2011 1 Comment

Levi Strauss & Co.

The history of jeans and how they came to be the most renowned garment in the world is also inevitably the story of a young business man named Levi Strauss, who founded one of the key enterprises of the clothing industry’s in recent times. That much we know. But history is associated with numerous myths, anecdotes and stories about how “Levi’s” for many years was the generic term for the blue jeans. This article is uncovers some of these myths.

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Published on 23 December 2011 Leave a Comment

Levi’s As the New ‘Brand America’

The “Ready to Work”-campaign is a sign of Levi’s attempting to detach its brand from some of the values typically associated with America. The campaign may be part of what America needs to rebuild its brand externally; an updated internal strategy to promote what America stands for beside fast-moving popular culture and domination by force, and provide the Americans with a better understanding of the rest of the world.