From the Levi’s® Archives: Western Wear

[Music] if you like what you got then come on back we’ll be here you see fashions may change but quality never goes out of style [Music] levi’s storazan company was born in the american west and and westerners were among our early customers they have been made with such high quality denim that’s used that they are remarkably useful and durable for laborers cowboys anybody who’s doing really hard wearing work and we as a brand chose a cowboy by the 1930s to use in our advertising and we called that character the saddlemen that image appeared not only on the labels of our products but in advertising pieces we have some amazing murals they were silk screened and then glued on corrugated cardboard and shipped all over the american west they really helped to create the myth of the american west that was so closely associated with the levi’s brand in the 1930s levi’s introduced their western wear line and they show our very popular writers line of clothing levi’s created a line of rodeo shirts that came in satin in a range of colors smile pockets are these they have these round almost look like smiles on a face this one which is an all-wool jacket and you can see that levi strauss writer’s label and then this piece also a writer’s item but we know who wore it her name was violet mudder and she was a dust bowl okie our spur bites levi’s from 1890 very early 501 worn by a cowboy has lots of wear from spurs at the bottom of the hem they have details like patching on the right front thigh where we can tell that the cowboy was right-handed and would have held his reins in his right hand it’s a levi’s late 1960s suit it was owned by the president of the california rodeo association levi’s rodeo line of clothes was popular enough to be worn by a number of rodeo stars including bertha blansit known as the most famous woman writer in rodeo her levi’s satin rodeo shirt is part of the collection at the autry museum of the american west look at this pearl button western shirt just like i’m wearing but they’ve added a lot of bling this is from the early 2000s when lance bass was part of nsync and even comes with a pair of chaps with all of this bling on it this western look is a collaboration from 2010 levi’s and pendleton one of my favorite additions a rivet at the sleeve opening we don’t have these in our modern levi’s trucker jackets anymore the levi’s brand sponsored rodeo from as early as the 1930s for someone who’s a cowboy the 501s were tough enough so that they lasted but they wanted them to be particularly customized or adapted for use my whole family’s kind of been in the rodeo industry my great grandfather was actually one of the first stock contractors to ever ever bring buck and horses and bulls to uh the very first national finals rodeo back in uh in the 50s yeah i really really like the 501 because that was the original gene you know back in the day they rolled them up on the top of their boot but for me i really really like the uh the shrink fit the rod denim there’s not a tougher gene out there one thing that is kind of something that i do when i take it to the to the dry cleaners and get a nice crease down the middle of them and then other than that i just just wear them you know it’s one of those things that like you get the rod denim and you get to see the portrait take place from start to beginning one interesting note about our history is that the company and the levi’s brand actually influenced the western imagery almost as much as the west influenced the company so you get not only levi’s advertising but you get hollywood westerns that are portraying their leading actors wearing levi’s the black american west museum started in 1971 by paul stewart who grew up believing that there were no black cowboys he traveled around to all the schools telling the history of people of african descent in the west and all the contributions that we made a lot of stories you see in hollywood were taken from these stories although the color of the person’s skin was hidden the 20th century is when you really saw the surge of people wearing denim levi being one of the early companies you see more of that with the cowboys so really the idea of cowboys wearing levi’s came from hollywood growing up levi’s were the standard you know i guess of fashion and and culture and history and tradition we decided that when my wife and i would get married she allowed me to actually wear the levi 514 during our ceremony a western type wedding has just always been something my wife and i had in mind because we have a lot of respect for where we come from i grew up in a very small town that only had one red light and i loved sports i always wanted to be outside and play football with all my cousins all my brothers i believe with the qualities that get put into these genes they definitely have the opportunity as long as you take care of them to last longer than other teams for sure levi’s are still used in modern movies and films one of my favorite recent ones is the movie brokeback mountain that look of the american cowboy hasn’t changed much from the time cowboys were wearing levi’s back in the 1930s and something we still do today [Music] you

0.08 [Music]
0.08 if you like what you got then come on
0.08 back we'll be here
0.08 you see fashions may change
0.08 but quality never goes out of style
0.08 [Music]
0.08 levi's storazan company was born in the
0.08 american west and and westerners were
0.08 among our early customers they have been
0.08 made with such high quality denim that's
0.08 used that they are remarkably useful and
0.08 durable for laborers cowboys anybody
0.08 who's doing really hard wearing work and
0.08 we as a brand chose a cowboy by the
0.08 1930s to use in our advertising and we
0.08 called that character the saddlemen that
0.08 image appeared not only on the labels of
0.08 our products but in advertising pieces
0.08 we have some amazing murals they were
0.08 silk screened and then glued on
0.08 corrugated cardboard and shipped all
0.08 over the american west they really
0.08 helped to create the myth of the
0.08 american west that was so closely
0.08 associated with the levi's brand
0.08 in the 1930s levi's introduced their
0.08 western wear line and they show our very
0.08 popular writers line of clothing levi's
0.08 created a line of rodeo shirts that came
0.08 in satin in a range of colors
0.08 smile pockets are these they have these
0.08 round almost look like smiles on a face
0.08 this one which is an all-wool jacket and
0.08 you can see that levi strauss writer's
0.08 label and then this piece also a
0.08 writer's item but we know who wore it
0.08 her name was violet mudder and she was a
0.08 dust bowl okie our spur bites levi's
0.08 from 1890 very early 501 worn by a
0.08 cowboy has lots of wear from spurs at
0.08 the bottom of the hem they have details
0.08 like patching on the right front thigh
0.08 where we can tell that the cowboy was
0.08 right-handed and would have held his
0.08 reins in his right hand it's a levi's
0.08 late 1960s suit it was owned by the
0.08 president of the california rodeo
0.08 association
0.08 levi's rodeo line of clothes was popular
0.08 enough to be worn by a number of rodeo
0.08 stars including bertha blansit known as
0.08 the most famous woman writer in rodeo
0.08 her levi's satin rodeo shirt is part of
0.08 the collection at the autry museum of
0.08 the american west
0.08 look at this pearl button western shirt
0.08 just like i'm wearing but they've added
0.08 a lot of bling this is from the early
0.08 2000s when lance bass was part of nsync
0.08 and even comes with a pair of chaps
0.08 with all of this bling on it this
0.08 western look is a collaboration from
0.08 2010 levi's and pendleton one of my
0.08 favorite additions a rivet at the sleeve
0.08 opening we don't have these in our
0.08 modern levi's trucker jackets anymore
0.08 the levi's brand sponsored rodeo from as
0.08 early as the 1930s for someone who's a
0.08 cowboy the 501s were tough enough so
0.08 that they lasted but they wanted them to
0.08 be particularly customized or adapted
0.08 for use
0.08 my whole family's kind of been in the
0.08 rodeo industry my great grandfather was
0.08 actually one of the first stock
0.08 contractors to ever ever bring buck and
0.08 horses and bulls to uh the very
0.08 first national finals rodeo back in uh
0.08 in the 50s yeah i really really like the
0.08 501 because that was the original gene
0.08 you know back in the day they rolled
0.08 them up on the top of their boot but for
0.08 me i really really like the uh the
0.08 shrink fit the rod denim there's not a
0.08 tougher gene out there one thing that is
0.08 kind of something that i do when i take
0.08 it to the to the dry cleaners and get a
0.08 nice crease down the middle of them and
0.08 then other than that i just just wear
0.08 them you know it's one of those things
0.08 that like you get the rod denim and you
0.08 get to see the portrait take place from
0.08 start to beginning
0.08 one interesting note about our history
0.08 is that the company and the levi's brand
0.08 actually influenced the western imagery
0.08 almost as much as the west influenced
0.08 the company so you get
0.08 not only levi's advertising but you get
0.08 hollywood westerns that are portraying
0.08 their leading actors wearing levi's
0.08 the black american west museum started
0.08 in
0.08 1971 by paul stewart
0.08 who grew up
0.08 believing that there were no
0.08 black cowboys he traveled around to all
0.08 the schools telling the history of
0.08 people of african descent in the west
0.08 and all the contributions that we made a
0.08 lot of stories you see in hollywood were
0.08 taken from these stories although the
0.08 color of the person's skin was hidden
0.08 the 20th century is when you really saw
0.08 the surge of people wearing denim levi
0.08 being one of the early companies you see
0.08 more of that with the cowboys so really
0.08 the idea of cowboys wearing levi's came
0.08 from hollywood
0.08 growing up levi's were
0.08 the standard
0.08 you know i guess of fashion and and
0.08 culture and history and tradition we
0.08 decided that when my wife and i would
0.08 get married she allowed me to actually
0.08 wear the levi 514 during our ceremony a
0.08 western type wedding has just always
0.08 been something my wife and i had in mind
0.08 because we have a lot of respect for
0.08 where we come from i grew up
0.08 in a very small town that only had one
0.08 red light and i loved sports i always
0.08 wanted to be outside and play football
0.08 with all my cousins all my brothers i
0.08 believe with the qualities that get put
0.08 into these genes they definitely have
0.08 the opportunity as long as you take care
0.08 of them to last longer than other teams
0.08 for sure
0.08 levi's are still used in
0.08 modern
0.08 movies and films one of my favorite
0.08 recent ones is the movie brokeback
0.08 mountain
0.08 that look of the american cowboy hasn't
0.08 changed much from the time cowboys were
0.08 wearing levi's back in the 1930s and
0.08 something we still do today
0.08 [Music]
0.08 you

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Video Tags: levi,levi’s,jeans,levis jeans,501 jeans,levi’s 501,fashion,streetwear,style tips,fashion tips,levi’s music project,buy better wear longer,wardrobe basics,menswear,mens jeans,womens jeans,womens fashion

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