Modern jeans began to appear in the 1920s, but sales were largely confined to the working people of the western United States, such as cowboys, lumberjacks, and railroad workers. Levi’s jeans apparently were first introduced to the East during the dude ranch craze of the 1930s, when vacationing Easterners returned home with tales (and usually examples) of the hard-wearing pants with rivets. Another boost came in World War II, when blue jeans were declared an essential commodity and were sold only to people engaged in defense work.
Between the 1950s and 1980s, Levi's jeans became popular among a wide range of youth subcultures, including greasers, mods, rockers, and hippies. Levi's popular shrink-to-fit 501s were sold in a unique sizing arrangement; the indicated size referred to the size of the jeans prior to shrinking, and the shrinkage was substantial. The company still produces these unshrunk, uniquely sized jeans, and they are still Levi's number one selling product. Although popular lore (abetted by company marketing) holds that the original design remains unaltered, this is not the case: the crotch rivet and waist cinch were removed during World War II to conform to War Production Board requirements to conserve metal, and was not replaced after the war. Additionally, the back pocket rivets, which had been covered in denim since 1937, were removed completely in the 1950s due to complaints they scratched furniture. From a company with fifteen salespeople, two plants, and almost no business east of the Mississippi in 1946, the organization grew in thirty years to include a sales force of more than 22,000, with 50 plants and offices in 35 countries.
The classic straight fit. Our 514™ Straight Fit Jeans sit low on the waist and are generous through the seat and thigh with a straight leg. Best for athletic to medium builds.
- Straight fit; regular through hip and thigh
- Sits below the waist
- Straight leg; 16.5" leg opening
- Stretch washes: cotton/elastane; all other washes: cotton
- Machine washable
Men's Levi's Jeans a denim classic, Levi's jeans have been around since 1873 when the company patented the first men's work pants made out of denim. With a strong heritage and worldwide success, the brand has a style for every man. From straight to tapered silhouettes in slim, regular and loose fits, washes range from true blue to vintage, indigo and black.