From John Wayne to Jane Birkin, Levi's 501s have been earning the world's stamp of approval – with insiders and outsiders alike – since 1873. To mark 150 years of this enduring denim, we head to San Francisco, the birthplace of 501s, to catch up with two taste-making Scandinavians on styling the classic
We all know fashion is cyclical, with even the most timeless, trend-resistant wardrobes across Scandinavia drawing cues and references from 20th and, more recently, 21st-century influences. But one staple item transcends this pattern, taking us right back to the 19th century while remaining as relevant as ever today: Levi’s 501s.
Clocking in as the brand’s best-selling fit of all time and representing almost 50% of all Levi’s sales on Vestiaire Collective in recent years, 501s have an unending chokehold on the world’s wardrobes: loved for their simplicity, versatility, comfort and ever-flattering straight-cut, mid-rise fit.
So what’s the story behind the iconic copper rivets, button fly, leather patch and little red back pocket tab? 1873 was the year of the 501s’ fateful inception. Jacob Davis, a Nevada tailor, approached Levi Strauss, a Bavarian merchant who had set up business in San Francisco 20 years prior, with a suggestion to take out a patent on his riveted design. Originally launched as ‘waist overalls’, the design quickly evolved to the straight-cut, mid-rise fit we know today – and soon, the world was awash with 501s.
It's no exaggeration to say this garment became a global phenomenon – it was even dubbed 'Fashion Item of the 20th Century' by Time magazine in 1999. 501s are a part of our social fabric – starting out as straight-shooting workwear, then playing a role in wartime apparel for both women and men and the '40s and '50s Western cowboy craze before becoming closely tied up with the artistry and rebellion of the '60s and '70s, reinforced in pop culture as worn by the likes of James Dean, Marilyn Monroe and Marlon Brando.
Nowadays, this hardy staple with the most stamina in its stylish credentials has become synonymous with sustainability for its vintage appeal and long-lasting life cycle in our wardrobe – not to mention the nostalgic appeal.
Below, we catch up with Scandinavian taste-makers Hanna Schönberg and Alva Blomdahl as they hit the streets of San Francisco to celebrate the 501s anniversary milestone. Each share their insights into the Nordic nuances of the denim staple, personal association with the blue jean staple and their very own styling tips.
Hanna Schönberg: "I borrowed my first pair of 501s from my mum, and that pair is still with me"
Your earliest memory of Levi’s?
I’ve been wearing Levi’s since I was a little kid, and can’t really remember the very first time I wore Levi’s. But I do remember when I borrowed my first pair of 501s from my mom, and that pair is still with me.
What do you believe makes 501s so iconic?
It’s just so classic and timeless. They can be worn all year around, designed for everyone and works for any occasion, whether you like a modest style or something bold. And I think that’s what gives it the longevity and the ability to stand the test of time!
How do you style your 501s?
Sneakers, a white tank top layered with an oversized blazer. I love it basic but don’t forget the jewellery to add that extra touch! I also love to dress it up with a pair of heels.
Your favourite 501 denim wash?
Light, dark, classic medium. Nothing beats a good pair of light-wash denim. I feel like they always give that relaxed and casual appearance, and that’s why it is the perfect staple in my spring and summer wardrobe.
Where are you wearing yours?
The 501s are always my go-to on a causal spring or summer day when I don’t have the time to put together an outfit. They are so easy to style, and the right pair of jeans will always take you through the day in style.
Who rocks 501s the best?
Hailey Bieber! I’m obsessed with her chic and effortless style.
Alva Blomdahl: "My 501s are my trusted companions"
Your earliest memory of Levi’s?
I remember stumbling upon my first pair of 501s while thrifting a few years ago. The fit, wash, and style were simply perfect. I wore them so frequently that they eventually developed holes, so my mum had to sew them multiple times. After discovering the ideal pair of 501s, I made sure to secure several more in different washes, yet sticking to the same timeless style.
What do you believe makes 501s so iconic?
There is never a moment in life when you can’t wear them. They are the ultimate wardrobe staple, suitable for any occasion life throws at you. Whether it’s a casual hangout with friends, exploring the city, attending work-related events, parties, or even travelling, you can always rely on your trusty pair of 501s to deliver.
How do you style your 501s?
Currently, my go-to styling for my 501s involves pairing them with a pointy heel and a simple yet chic top. This ensemble allows me to feel effortlessly put together for any occasion without worrying about being underdressed or overdressed. It provides the perfect balance, allowing me to navigate through the day without concern about unexpected events or outfit changes. The jeans truly serve as the core staple of any versatile outfit.
Your favourite 501 denim wash?
I am particularly drawn to the light wash of denim that naturally develops after frequent wear.
Where are you wearing yours?
My 501s are my trusted companions when running errands and exploring the city. Their practicality, ease of styling, and perfect fit make them ideal for these occasions.
Who rocks 501s the best?
Having learned about the history of the iconic Levi's 501 jeans during my time in San Francisco, I became fascinated by Steve Jobs and how he drew inspiration from the simplicity of the 501s. His ability to effortlessly incorporate them into his personal style deeply resonated with me.