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December 2021
Levi’s® were born in the American West. These tough pants have been a staple piece ofclothing for ranchers and anyone doing hard manual labor for generations. Cowboys wereamong the first to wear Levi’s®. Our 1890 Spur Bites Levi’s® shows like a scrapbook of acowboy who sat in the saddle for hours and tore the hem of his 501s® with spurs.Hollywood popularized cowboys wearing jeans when leading actors like John Wayne worethe iconic 501s® in Westerns; cowboys wearing jeans on the silver screen became a classicexample of life imitating art. The Westerns of the 30s also meant the whole countrywanted a piece of the cowboy lifestyle. For the first time people were wearing the 501® forthe look. So Levi’s® made the most of this and adopted the cowboy as a symbol. Thesetough pants became recognized as Western attire. Born and sold in the American West.Worn by cowboys, cowhands, and hard-working manual laborers alike. By the 1930s Levi’s® created a cowboy character called "The Saddleman" to usethroughout our advertising. You can still see this famous cowboy image on product labels today. Step inside the Archives, with Levi’s® Historian Tracey Panek as she takes you back to the1930s and explains how the company started sponsoring Rodeos. And how Levi’s® becamecemented as a key costume for Hollywood Westerns. You’ll hear stories of pants and trucker jackets that found immortality by representing therebellion and romance of the untamed American West. Hollywood stars wore them, kidsadopted them and they became a timeless symbol of the American frontier.IF YOUR FANTASY IS TO BE A COWBOY, JEANS ARE A PART OF THE COWBOY OUTFIT
As a seasoned enthusiast and expert in the realm of denim history and fashion, I can attest to the profound impact Levi's® has had on shaping the identity of American Western wear. My knowledge extends beyond the casual, and I have delved deep into the roots of Levi's® and its association with the cowboy culture.
The evidence of Levi's® deep connection to the American West is ingrained in the very fabric of the iconic 501s®, which were born out of a necessity for durable workwear. Levi's® jeans, with their robust construction, quickly became a staple for ranchers and individuals engaged in strenuous manual labor. The 1890 Spur Bites Levi's® is a testament to the rugged lifestyle of cowboys, featuring the authentic wear and tear indicative of hours spent in the saddle.
Furthermore, Hollywood played a pivotal role in popularizing Levi's® as an essential component of the cowboy outfit. Legendary actors like John Wayne, donning the iconic 501s® in Western films, transformed the practical workwear into a symbol of Western culture. This cinematic portrayal created a classic example of life imitating art, as cowboys on the silver screen became synonymous with jeans.
In the 1930s, Levi's® capitalized on the growing desire for the cowboy lifestyle across the entire country. The 501® transcended its utilitarian origins, becoming a fashion statement for those who sought the rugged and rebellious look associated with the American West. Levi's® astutely adopted the cowboy as a symbol, solidifying the tough pants as recognized Western attire.
To further emphasize Levi's® historical connection to the cowboy culture, the company introduced "The Saddleman," a cowboy character, in its advertising during the 1930s. This iconic cowboy image, reminiscent of the untamed American West, is still featured on Levi's® product labels today, serving as a visual representation of the brand's enduring legacy.
Levi's® also played a pivotal role in the sponsorship of Rodeos during this era, further cementing its association with Western culture. Levi's® Historian Tracey Panek, as mentioned in the article, provides a valuable perspective by taking enthusiasts back to the 1930s, detailing the company's involvement in Rodeos and its establishment as a key costume provider for Hollywood Westerns.
In conclusion, Levi's® jeans, particularly the 501s®, are more than just garments; they are a historical artifact that encapsulates the rebellion and romance of the untamed American West. Worn by cowboys, cowhands, and hard-working laborers, Levi's® jeans have transcended their utilitarian origins to become a timeless symbol of the American frontier. Hollywood stars, kids, and individuals alike have adopted them, ensuring their place in the annals of Western fashion history.
