We've Come a Long Way, Baby
Levi's is celebrating the 75th anniversary of the launch of its women's jeans. Introduced in September 1934, Levi's "Lady Levi's Jeans" were the first jeans made for women. Before that, if women wanted to wear jeans they had to snag a pair from the guys.
According to Levi's, the line was developed for Western women who hadbegun wearing men’s Levi’s jeans on ranches and farms, and for women towear to a popular new vacation destination – dude ranches. Soonafterwards, Levi’s jeans became a popular fashion trend for women onthe East Coast and were featured in a 1935 article in Vogue about duderanching that illustrated two women in Lady Levi’s jeans.
To mark the occasion, LeviStrauss Co. Historian Lynn Downey will host store events in New York(September 26th), Los Angeles (October 3rd), SanFrancisco (October 17th), and Chicago (October 24th)where shoppers can see historical women’s jeans and memorabilia andreceive special discounts.
“Levi Strauss Co.’s decision to create a line of women’s Levi’s jeanswas very progressive at the time,” Downey said in a statement. “Pants still weren’t an acceptable part of a woman’swardrobe, let alone a style of pants considered to be men’s workwear.The Lady Levi’s line offered forward-thinking women a new sense offreedom – and though this new-found liberation started in the West, iteventually became a nationwide phenomenon.”
Here is Levi's timeline of jeans and the women who love them:
Pre-1934: Women in the West began wearing their husbands’ orbrothers’ Levi’s 501 jeans, the original blue jeans first created in1873. These pants were sturdy enough to handle the rough life of arancher. These original Levi’s 501 jeans worn by womenforeshadow the current “Boyfriend” jeans popular today.
1934: The first pair of women’s jeans, Lady Levi’s, arecreated. Assigned lot number 701 to distinguish them from men’s jeans(Lot 501), the original pairs were aimed at women working on ranchesand sold in several Western states.
1930s and 1940s: Sales of women’s jeans begin to take off dueto the growing popularity of dude ranches. High-end department storesBest Co. and H. Kauffman Sons Saddlery Company carried Levi’sjeans to meet this new demand. Women’s jeans also switched frombutton-fly to zipper.
1950s: Lady Levi’s jeans are sold throughout the United Statesalong side men’s Levi’s 501 jeans and the classic denimjacket.
1960s: Amid a tumultuous cultural revolution, denim becomes astaple in women’s wardrobes. Jeans become a icon of rebellion that’sadopted by both men and women. The brand introduces a slimmer fittingjean – the precursor to the modern Skinny jean. Stretchwomen’s jeans became popular among teenage girls.
1970s: Levi’s women’s jeans range offers a variety fashionfits, including the “full” and “straight” leg jeans, and the “jeancuffs.” Flares and bell-bottoms also become popular styles. Levi’sjeans for women are introduced for the first time overseas.
1980s: The Levi’s brand introduces the famous 501 jeans forwomen in 1981. The brand introduces stonewashing to women’s jeans justtwo years later in 1983.
1990s: The Levi’s brand offers a series of premiumdenim and continues to make a wide range of jeans – including the501, 550, 512 Slim fits.
2002: The Levi’s brand launched Super Low jeans for women,driving the trend to new heights.
Today: The Levi’s brand remains the top seller ofwomen’s jeans worldwide and continues to offer the hottest styles forthe fall and holiday season 2009, the Boyfriend and Skinny fits.
