Sunday, 9 October 2011

it's all about the RED TAB

24 year old german immigrant, Levi Strauss, headed for San Francisco in 1853 to open a branch of his brother's New York dry goods business. Shortly after his arrival, Levi realized there was a high demand for pants, so he took the rough canvas he had brought from New York and turned it into waist overalls. Later on Levi substituted the canvas for a twilled cotton cloth, otherwise known as DENIM.

Some of the first Levi's ad campaigns.


Levi Strauss & Company began using the pocket stitch design in 1873. The red tab attached to the left rear pocket wasn't introduced until 1936 as a means for identifying Levi's Jeans from a distance.

Two of my favorite artists, Sam Roberts and Dan Auerbach, rock levi's denim jackets. I personally believe it is an essential item in everyone's closet. A denim jacket is awesome for layering over a hoodie, a dress, or even just a plain white t-shirt. The beauty of denim is the more you wear it, the better it looks. And if your cool enough, it's okay to rock the "double denim". 

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