Levi’s® Vintage Clothing (LVC) represents the heart and soul of the American worker and is dedicated to capturing the authenticity and spirit in chronicling their origins and journeys. Leviʼs® Vintage Clothing is a brand developed by Leviʼs® XX, an independent, creative division of Levi Strauss & Co. that develops and manages the Levi’s®Vintage Clothing and Levi’s® Made & Crafted™ brands worldwide.
1947: 501® Jeans
The 1947 501® jean is a kind of hybrid, harboring attributes from the 1930s and World War II, combined with and eye to the coming Baby Boom years. That is, it was a jean that embodied both a storied past and a bright future.
When World War II ended and raw materials were available again, Levi Strauss & Co. leaped back into heavy production to meet the growing post-war demand: slimmer fitting, with no extra details like the cinch or suspender buttons, this was a jean that was ready to rock and roll. The watch pocket rivets came back after their wartime hiatus. And the Arcuate was stitched on the back pockets again, after being applied with paint during war’s duration. But it came back in a different form: thanks to new, double needle technology, the famed double arching stitch was now uniform in size and design, no longer subject to the skill of the individual sewing machine operator and her single needle machine.
The red tab with it’s capital “E” had never gone away, thanks to its status as a trademark. And the red selvedge, 12oz. Cone Mills denim was still the bedrock of the jean, as it had been for nearly two decades. By the end of the 1940’ Levi’s® jeans were being sold across the U.S., aimed at the new, emerging middle class. The 1947 501® was the jean of a new generation.
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