42
Issue 61 / 2014
FASHION
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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.
