Levi’s new Lot 700 jeans have arrived. The collection of essential jeans brings together decades of expertise and innovation in fit, finish and fabric to create the perfect denim. Each style in the collection benefits from advanced stretch technology, giving wearers not only the perfect shape, but exceptional fabric recovery too – the denim pings back even when worn continually.
An array of authentic washes and finishes – from worn fade to deep indigo – means that there is a style for every individual’s look. The pockets have been carefully positioned and sized to create a perfect apple bum shape. And, of course, each pair is finished with Levi’s iconic two-horse patch, adjusted in colour to suit the wash. The groundbreaking collection takes its name from the first ever women’s jeans – the Lady Levi’s Lot 701 – and is to women what the iconic 500 series is to men.
Levi’s will celebrate the launch of the new women’s denim collection in London with a photography exhibition featuring iconic and inspiring women – Joan Jett, Erin Wasson, Marloes Horst, Petra Collins, Tali Lennox, Leigh Lezark (The Misshapes), Phoebe Collings-James, and Jillian Hervey (Lion Babe) photographed by Petra Collins.
Between the 1950s and 1980s, Levi’s jeans became popular among a wide range of youth subcultures, including greasers, mods, rockers, and hippies. Levi’s popular shrink-to-fit 501s were sold in a unique sizing arrangement; the indicated size referred to the size of the jeans prior to shrinking, and the shrinkage was substantial. The company still produces these unshrunk, uniquely sized jeans, and they are still Levi’s number one selling product. Although popular lore (abetted by company marketing) holds that the original design remains unaltered, this is not the case: the crotch rivet and waist cinch were removed during World War II to conform to War Production Board requirements to conserve metal, and was not replaced after the war. Additionally, the back pocket rivets, which had been covered in denim since 1937, were removed completely in the 1950s due to complaints they scratched furniture. From a company with fifteen salespeople, two plants, and almost no business east of the Mississippi in 1946, the organization grew in thirty years to include a sales force of more than 22,000, with 50 plants and offices in 35 countries.