Back in 1985, when Nick Kamen peeled off his 501s in the launderette for a TV ad for Levi, it was the red tab sewn on to his jeans pocket that mattered.
The double arc stitching on the pocket was everything.
But 25 years is an eternity in the denim industry and today it is the way you wear denim that counts, not the label.
The fashionable debate is currently centered on whether double denim ever looks good, what the benefits of the “boyfriend jean” really are, or whether the trend for skinnies will ever die out. No single denim label dominates. Those who care about fashion are happy to flit between patched jeans by Chloe, denim dungarees by Ralph Lauren or skinny jeans from the Japanese high street brand Uniqlo.
Next season, short cuffed jeans courtesy of the Parisian label Isabel Marant will take their place in the denim spotlight. Levi’s can certainly fit into whatever strain of denim is fashionable but they will never again have the monopoly on denim cool.
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