Shop Talk

Retailers, consumers and prices

These jeans have staying power

September 16, 2009

leviBy Nivedita Bhattacharjee.

That staple in women’s fashion just turned 75!

Levi Strauss & Co created the first 701 denims for women in 1934 (the iconic 501 for men came long before) as ranchwear. But the company’s women’s jeans are now as much a favorite with the hip and chic as with the more casual wearer.

The company is celebrating the 75th anniversary of its women’s jeans by arranging store events in New York, Los Angeles, San Francisco, and Chicago — showing off women’s jeans and memorabilia from bygone eras as well as offering special discounts.

“The Levi’s brand has a rich heritage of making jeans for fiercely independent and original women – from the pioneering women of the American West who first adopted men’s jeans and inspired the creation of a women’s jeans range, to today’s movie icons,” said You Nguyen, senior vice president and creative director of the Levi’s brand, in a statement.

Though jeans have been the one salvation for apparel retailers in the tough selling climate, San Francisco-based Levi Strauss swung into the red in its second quarter on global currency fluctuations and soft global sales.

Meanwhile, the competition gets a bit tougher this year as host of brands crowd the women’s jeans market from Gap  to Ann Taylor.

Here’s wishing the original pair of blues a happy 100!

(Photo: Levi Strauss)

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