In honor of International Women’s Day, Levi Strauss & Co. highlights its legacy of women’s denim innovation and commitment to self-expression and equality.
Levi Strauss & Co. has a long history of innovation and commitment to women’s empowerment through its denim offerings. In commemoration of International Women’s Day, the brand highlights significant milestones in its journey, including the launch of the iconic 501® jeans and the Curvy collection, which serve as enduring emblems of equality, self-expression, and the celebration of womanhood.
The evolution of women’s denim began in 1918, when Levi Strauss & Co. introduced its first women-specific clothing line, the “Freedom-Alls.” This innovative one-piece garment was designed for both work and recreation, signaling the company’s recognition of the expanding role of women in American society. However, the introduction of Lady Levi’s® in 1934 marked a pivotal shift in women’s fashion, as these jeans were crafted specifically for women, featuring a lighter denim weight and a higher waist tailored to create a more feminine silhouette.
Tracey Panek, the historian at Levi Strauss & Co., remarked, “The history of Levi’s jeans is deeply intertwined with women’s empowerment. From ‘Freedom-Alls’ and Lady Levi’s® to the groundbreaking 501® jeans for women, Levi Strauss & Co. has always found groundbreaking ways to deliver denim style to women. Generations of women have then taken these garments and made them uniquely their own.”
In 1981, the brand advanced further by launching the 501® jeans for women. This line maintained the rugged, versatile essence of the classic men’s 501® jeans while incorporating a lower rise for a more contemporary fit. As a result, these jeans offered a relaxed feel, differing from the higher-waisted Lady Levi’s® style while also shifting away from lighter selvage denim.
Levi’s® has consistently celebrated women who challenge conventions. Over the years, a diverse array of notable figures, including award-winning actresses and musicians, have chosen 501® jeans as a medium for personal expression and cultural influence.
Recognizing a gap in the market, Levi’s® initiated the Curvy collection in 2006, aimed at providing a tailored fit for women whose shapes had been overlooked by traditional denim styles. This initiative culminated in 2011 when the Curvy collection officially launched. The collection is characterized by a revolutionary design approach that eliminates gaping at the waist, sculpting the figure for a flattering silhouette while ensuring all-day comfort.
At the core of the Levi’s® Curvy collection is the use of sculpt fabrication, a blend of soft cotton and stretch materials. This innovative fabric is designed to move with wearers, maintaining its shape after repeated use. The Curvy collection emphasizes the importance of feeling good in clothing, celebrating individual body types, and embracing personal style.
Levi’s® continues to honor women globally with its offerings, encouraging individuals to express themselves through its timeless denim products, including both the celebrated 501s and the Curvy collection. Shoppers can explore these unique lines online or visit their local Levi’s store to find their perfect fit.
Source: Noah Wire Services
