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Re-engineered 501s give Levi's customers they shape they've always wanted
Levi’s has cottoned on to the way customers customise their straight-leg 501s and is now offering an update on the iconic denim, writes Rebecca Gonsalves
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Your support makes all the difference.If you’ve never seen Levi’s infamous “Launderette” ad from 1985, get thee to YouTube now. Even if you can remember the vignette set in a Fifties-era American launderette in which the singer and model Nick Kamen strips off to his crisp cotton skivvies in order to stonewash his 501s, what’s the harm in a little refresher? That ad was memorable for its content, but it also ushered in a new era for the American denim brand – redefining a reputation and cementing its must-have status among fashion-hungry teens.
Over the past 30 years Levi’s has managed to maintain a strong market position in the face of competition from both high street and designer brands, which have cottoned on to the increasingly lucrative nature of a fashion-led denim market. And while the original straight-leg 501 style is still a tried-and-true favourite, the denim-clad powers that be at the brand’s San Francisco headquarters decided that it was time for a bit of an update.
Enter the 501CT (“customised & tapered”) – a new style which reflects the way customers have been modifying the original shape for years. With designs for men and women, the updated version offers a tapered leg and a slightly more relaxed, lower-waisted fit in vintage washes.
Sadly, there are no plans to recreate Kamen’s star turn, but a limited-edition hand-made collaboration with Net-a-porter.com will boost the brand’s fashion credentials, while a Live in Levi’s campaign supported by musicians will once again cement its status with rock ’n’ roll rebels.
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