Monthly newspaper and online publication targeting 18 to 35 year olds. The ultimate guide to the hottest parties, going out and having fun. Music, fashion, film, travel, festivals, technology, comedy, and parties! London, Barcelona, Miami and Ibiza.

Issue link:

Contents of this Issue


Page 41 of 49

42 Issue 61 / 2014 FASHION WORD PLAY Trend Alert: Printed T-shirts, now on the catwalk, soon in the streets The story of Levi began in San Francisco in 1853, when a young German named Levi Strauss moved to California to work in the dry goods business on Sacramento Street. However, the idea for jeans spurred from the story of a very different man; Jacob Davis. As a tailor, he noticed that a certain customer kept buy- ing cloth to reinforce his work trousers. This provided Davis with the perfect inspiration for the invention of jeans. Unlike work trousers, jeans would be inserted with copper rivets to reinforce the points of strain. It was at this point that Levi Strauss became vital to the evo- lutionary story of jeans. Davis approached him and suggested that they collaborate in order to get funding for their new revo- lutionary project. The manufacturing began in the 1870s and after experimentation and modification the company began producing their first Levis 501 Jeans in the 1890s, a style that went on to become the world's best-selling item of clothing to date. The name of Levi then cropped up again, over one hundred years later, in the 1930's when men who had been travelling in Eastern America returned home with stories of 'hard-wearing pants'. Jeans also became an item to be coveted during World War II where only people engaged in defence work could buy them. During the 20th century the company exploded on the market and moved from having a mere 15 man sales team to a force of 22,000. With a little publicity assistance from the likes of James Dean and Elvis Presley, this growing force is still go- ing strong today. BRIEF HISTORY OF LEVI JEANS What is the back-story of of arguably the world's coolest clothing brand? This summer its predicted that the latest trend coming to the scene is printed T-shirts. Printed T-shirts are a must in anybody's wardrobe. They are best matched with a pair of jeans, some statement jewellery and trainers. Or if you want rock it with a pair of heels. Easy, chic and casual. A must have!!! It started with slogan tee- shirts in the 60's, it became rebellious in the 70's with the punk wave, humanitarian in the 80's, and branded in the early 2000's. This summer they are going to be: Provocative Environmental Or just simple messages to the world So for any mood, any state mind, wear them proudly.

Articles in this issue

Links on this page

view archives of Guestlist - issue61