Once in the top quintile of the Fortune 500, Levi dropped off the list in 2012. By the end of 2014, the company had hit its financial goals for the second year in a row. Net income was down year, but adjusted EBIT—the company’s preferred measure to track profitability—was 4 million last year compared to 7 million in 2013.
The company also grew revenue in both Europe and Asia for the first time in three years.
Few pieces of clothing genuinely deserve the title of "icon." The Levi's 501 sits right at the top of that very short list.
It's the kind of status that comes with being the flagship style from the brand that invented the modern blue jean.
Originally called “overalls,” blue jeans date back to the American Gold Rush era of the late 19th century. Jeans were practical, tough work pants, the kind that could take a beating when you were out in the field.
By the early 20th century, though, they had become a fashion statement, fit for the kind of people who had never even set foot on a working ranch.
Making a stretch denim is relatively simple, but trying to do shrink-to-fit stretch was really, really hard. What we wanted was a denim that looked like 501, that was indistinguishable from the existing non-stretch version until you wore it. Part of it reads "CHG." I'm pretty sure it was done cheekily to acknowledge what a pain in the ass I was about getting it made! We updated the 501CT recently and I see people wearing the Chip and the Hillman washes here all the time.
Levi’s has named the duds the “New Nevada Jeans,” as they were discovered in the Silver State.
Yeah, the 501 has a special, proprietary denim that we call Shrink-to-Fit, and its characteristic look is an integral part of what makes a 501 a 501. So whilst down at their White Oak mill in Greensboro, North Carolina, I asked them if this new fabric would be worthy of the 501 name. I bumped into some of our Cone Mills guys a couple of weeks ago and they had all switched to the 501 Stretch. I went on a two hour hike wearing them last weekend. The washes have been named after people at the Levi's mothership, which makes me smile.
Because of the special shrinkage parameters, the denim has a marbled look to it, like a fine rib-eye. And these guys who have spent a lifetime in denim–they all nodded with approval and pride. Also the fabric code given to the new stretch denim, unbeknownst to me at the time, has nod to my name. I would also recommend people try out the 501CT in stretch.
Now take this for what its worth, but this is what they said, I’m not making it up!
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