Who doesn’t? I’m yet to come across a person who doesn’t have a few pairs of jeans that they literally live in! From the time I remember, Jeans means Levi’s. I have absolutely no recollection of any other brand! Levi’s has always been immensely strong in print and television ads, even before we were born!! So the only brand of denim I ever wanted to wear was Levi’s.

I love to revisit the story of brands that I wear. I found the story of Levi’s very fascinating. Did you know that the two people who own the patent of riveted pants (LEVIS) were immigrants in the US of A?

May 20, 1873 marked an historic day: the birth of the blue jean. It was on that day that Levi Strauss and Jacob Davis obtained a U.S. patent on the process of putting rivets in men’s work pants for the very first time.

Levi Strauss consider May 20, 1873 the “birthday” of blue jeans, because although denim pants had been around as workwear for many years, it was the act of placing rivets in these traditional pants for the first time that created what we now call jeans.

I love all the old ads of Levi’s!

Levi’s strongly believes in the concept of familiarity. They launch a lot of new styles but the basics are ever present. You’ll never be lost in a Levis store!

The stores follow the new elevated Levi’s store design principals which include: The décor features framed graphics and potted succulent plants native to California, giving a nod to the brand’s rich Northern California roots. In addition, the store boasts an open ceiling concept with bright, white walls, polished concrete floors and graphics that separate the space into distinct areas.

Levi’s has opened three new concept stores in UAE, in partnership with the Dubai based retail conglomerate Apparel Group. The stores have opened in prominent location in City Centre Deira, City Centre Mirdif and Burjuman. All the stores have the same look and feel which is extremely comforting.

The Legend

The stores showcase the Iconic range – Made first by the Levi’s® brand, the Trucker jacket, Western shirt, 501® jean and 511™ jean have been lived in and loved by generations. Over the past century, they’ve become icons- part of our collective memory, steeped in culture, emotion and history. Worn by music and screen legends, presidents, visionaries, athletes and hardworking men and women around the globe. Timeless, versatile and durable, they’re still defining the modern dress code for men and women around the globe and even more relevant today, 140+ years later. My personal favourite is and always will be the 501!!

The next time you see someone wearing a pair of Levi’s® jeans, remember that these pants are a direct descendant of that first pair made back in 1873. That year, two visionary immigrants — Levi Strauss and Jacob Davis — turned denim, thread and a little metal into what has become the most popular apparel on earth.

Levi’s is my Jeans… It feels like home…

The Trucker Jacket is a must have this season! Go on and grab yours before the winter disappears!

Until later…