WILL LEVI'S SUCCEED IN ITS COMEBACK?

The denim pioneer has seen its popularity rise and wane, but what will it take for it to find its former glory?

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In the 80s, everyone had, or wanted, a pair of Levi's jeans. Today, they are rarely the first choice. Besides, the market has been saturated with alternatives for comfort and casual trousers for years, with denim jeans often being swept aside as the go-to category for staple bottoms.

Despite this, Levi's still has a storied history and a growing denim market that makes its position all the more interesting. According to Statista, “The global denim jeans market was forecast to be worth around US$95 billion ($121.7 billion) by 2030, up from US$64.5 billion in 2022.”

It’s therefore no surprise that it partnered with Beyonce, who immortalised the brand in pop culture with the song, Levi's Jeans, in its “Reimagined with Beyonce” campaign last year. It would appear the world needs reminding of the iconic place of Levi's blue jeans in fashion history, as hardy work pants designed for labourers in 1873 during the California gold rush that eventually became a wardrobe essential.

Imbued into its legacy is Levi Strauss & Co.'s once-patented innovation — fastening copper rivets into the stress points of the thick cotton twill trousers — that made the fabric less susceptible to wear and tear.

FROM NECESSITY TO STATEMENT

Fashion historian Emma McClendon writes in Denim, Fashion's Frontier that “Denim is inextricably linked to the romance of the 'Old West', the legendary figure of the cowboy, and the 'American Spirit”. By the mid-20th century, the Levi's jeans, with its signature arcuate stitch across the pointed back pockets, had become synonymous with youthful rebellion and cool.

Marlon Brando in The Wild Ones (1954) popularised the Levi's 501s in his role as a rebel without a cause. In