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Americana > Get This Look Americana > Get This Look Americana > Get This Look

There’s an Andy Warhol quote that goes like this: ‘You can be watching TV and see Coca-Cola and you know that the President drinks coke, Liz Taylor drinks Coke, and just think, you can drink coke, too. A coke is a coke.’ Levi’s are the same. Everyone loves them, everyone wears them and you don’t have to be made of money to own them. And again like Coca-Cola they’re more than the sum of their parts, more than a two horse patch and a red tag, they’re an enduring icon of America and an essential part of every man’s wardrobe.

When Levi Strauss and Jacob Davis developed the first pair 144 years ago what set their jeans apart was how strong they were because of the addition of rivets at stress points. That innovation may have been poached by their competitors but that doesn’t mean Levi’s aren’t still exceptional, it’s just that their strength now is in their versatility. It doesn’t matter what style you’ve got or what culture you’re a part of, chances are Levi’s have a pair of jeans that will work for you. If you wanted proof, here it is:

A style that’s barely changed since John Wayne westerns, the Americana look has been everywhere from the cover of Bruce Springsteen’s ‘Born in the USA’ to Stranger Things. And it’s endured for a reason – it looks great. A traditionally male look, the rugged simplicity of a pair of Levi’s are perfectly suited to this all-American style.

Street > Get This Look Street > Get This Look Street > Get This Look

Streetwear looks start from the sneakers and go up so you’ll need a slim, tapered pair of jeans to keep them on show. Tighter at the ankles than they are at the thigh, Levi’s tapered fit are the perfect partner to low-tops and hi-tops, particularly when you wear them cuffed.

Quality Never Goes Out Of Style
Skate > Get This Look Skate > Get This Look Skate > Get This Look Skate > Get This Look

If there’s one thing that’s universal across all the parts of a skater look, it’s how heard-wearing they are. With everything in the look chosen to put up with being dragged across the tarmac (and look good whilst you’re doing it) it only makes sense that your jeans would fill the same role. And, like any good denim, the more you wear your Levi’s and the more they get bashed up, the better they’ll look.

Smart . Get This Look Smart > Get This Look Smart . Get This Look

Denim’s everyman, workwear appeal means they’ve never been acceptable in a smart setting. Thankfully, as people have become less uptight and dress codes have become more lax, you can sneak your favourite pair into a sharp look – all it takes is a slim fit and you’re good to go.

Grunge > Get This Look Grunge > Get This Look Grunge > Get This Look Grunge > Get This Look

Despite their universal popularity, Levi’s have been held up as an icon of counter-culture since the 1950s. Skinheads, punks, rockers, hippies… you name it they’ve worn them. Today’s rock style carries with it the fashion heritage of the grunge scene that emerged from Seattle in the mid-80s – think band tees, Converse, denim jackets and, of course, Levi’s.

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