<strong>HAPPY BIRTHDAY </strong> <em>to the </em> <em>most </em><span><strong>ICONIC </strong> <strong>jeans </strong> </span><em>in history</em>

HAPPY BIRTHDAY to the most ICONIC jeans in history

The world's most famous jeans turn 150 years old today, 20th May 2023, and despite the time that has passed, they remain as relevant as ever.

We are talking about the famous 501s, which have marked ICONIC moments in our history and customs, becoming true symbols of growth and emancipation. They are, even today, THE BAD GIRLS favourite OUTFIT.

The 501 jeans originated in 1873, from American tailor Jacob Williams Davis who had the intuition to sew pockets into the weakest points of a pair of canvas work trousers, ordered by a labourer, to which he applied rivets (snap fasteners) made of copper for the first time.

The new model of trousers with rivets was such a success that it was soon patented, exactly 150 years ago, and has since become an evergreen.

From then on, its story began to take shape: a must-have for men's workwear that, several years later thanks to Vogue, started to appeal to the American female public as well, becoming a fashionable garment during leisure time and dictating the CASUAL style trend.

In the early 1950s it was the VIPs who were the first to wear denim trousers, transforming these into an ICON, a symbol for young people trying to escape the bourgeois conventions of society at the time. The true protagonists of the most important revolutions.

In the 1960s, to cite just one example, they were worn by exponents of the civil rights movement and in Vietnam War protests.

But the list is much longer, and impossible to dissect in its entirety: During the 1970s and 1980s, 501 denims spread all over the world, from the Soviet Union to Japan. Worn by Kate Bush and Kim Gordon, even by Steve Jobs and then by Oakland bikers to the bobos of Paris.

It's true that success is determined by the public, but it is often a quick spark. The 501 jeans model, on the other hand, has become a great CLASSIC.
Perhaps the secret lies in the design that democratically moulds itself to every body. Perhaps in its colour, in the way time does not wear them out and, when it does, makes them even more beautiful. Or perhaps in its comfort, in the essential shape that allows the wearer to personalise it with the rest of the outfit.

 

Whether with a heel, a pair of trainers, a jacket, a sporty t-shirt; whether for an event or for work, 501 denim has the ability to bring out the idiosyncrasies of each of us, which is why we find it the perfect representation of the BAD GIRL in us.

Give it a go, wear jeans and buy one of our THE ICON (an exclusive mix bringing together...an iconic duo!) and you will see the deepest and most #UNCONVENTIONAL essence of your personality emerge.

Marilyn Monroe indossa jeans Levis 501James Dean indossa jeans Levis 501

 

So today, 20th May, is not only the anniversary of a garment that we will celebrate forever, but it is the metaphor that allows us to remember the steps we have taken and the goals yet to be reached, because anything is possible, all it takes is a pair of jeans, a lipstick and the power of BELIEVING.

 

Go BAD GIRLS... heaven awaits!