The 1960s was a defining decade for fashion, politics and pop culture—and Levi’s® was at the center of it all.
In a recent interview with The Industry, Jen Sey, Levi’s® Chief Marketing Officer, spoke about the brand’s partnership with the Victoria and Albert Museum’s exhibit called You Say You Want a Revolution? Records and Rebels 1966 – 1970. The exhibit showcases some of the greatest music, fashion, art, and film of the era—often fueled by political activism.
Sey told the outlet that the partnership with the exhibit “was a natural fit” – Levi’s® is sponsoring and outfitting many of the figures featured in the exhibit including, signature 501s, 505s and a pair of original 1960s “Orange Tab” jeans. It was during this time when high-profile musicians like Mick Jagger, Debbie Harry and John Lennon catapulted the denim duds into popularity – making them a global fashion staple.
Sey spoke on Levi’s® significance and cultural impact on the period and beyond. “[Levi’s® were] the uniform for young people who have driven counter-cultural movements,” she said. The classic garment may have gotten its start with labor workers, but musicians and youth culture took it into the fashion stratosphere in the 1960s and haven’t missed a beat since.
Authentic, original and undoubtedly cool—it’s no secret why Levi’s® has been the jeans of choice for the rebel spirit.
“When you wear a pair [of Levi’s®] you will look your very best and be confident you are sending a signal to the world about your values. You wear them, they don’t wear you.”
To read the full interview click here.