What might sound for many a true heresy is for many a long awaited novelty. 140 years after Jacob Davis and company founder Levi Strauss invented and patented this riveted piece of clothing in 1873, the famous Levi’s 501 now come in many colours, thus breaking the 140-year old blue jean tradition that made this brand a true icon.
As of this Spring, and in order to celebrate its anniversary, this American brand will feature for the first time a collection in four different colours: ivy green, true chino, chalk blue and mineral red.
With this collection the brand thus come closer to general trend for this Spring/Summer which will be blooming with colour from flashy neon to more discrete pastel and where shades of blue, orange and yellow predominate.
The brand has also introduced some changes in this new generation of 501 Levi’s, particularly a more adjusted silhouette in the waist and larger pockets, thus responding to the needs of those who cannot leave home without their smartphones.