A COUNTERCULTURE HISTORY OF DENIMSex Pistols

Ramones

Marvin Gaye

Farrah Fawcett

Brooke Shields

Karl Lagerfeld

Leighton Meester

John Wayne

Rachel Bilson

Paris Hilton

Angelina Jolie

Cameron Diaz

matty

ryangarrettstitchingapplegreen

Rebecca

adriansbabyboy verhext

juicycarolina

blackbiuscits

stitchingapplegreen

andreaiscool

juicycarolina

charsy

sarahlovering

stitchingapplegreen

Jennifer LopezSophia Bush

Jessica Biel

Miley Cyrus

Levi’s pants were popular with miners, like these two at the Blue Eyes Mine. To this day turn of the century examples are discovered in abadoned shafts.

John Wayne in a still from Stagecoach, the epochal 1939 Western, wearing a classic pair of Levi’s 501’s.

Bad-boy movie star James Dean appeared in his signature style in “Giant,” the last movie he made before his death.

Marlon Brando in Levi’s and leather on the set of “The WIld One.”

The character of Stanley Kowalski inTe-nessee Williams’ 1947 play A Streetcar Named Desire had been inspired by the Levi’s clad painter Jackson Pollock.

Bob Dylan, civil rights acvtivist, plays on the back porch of SNCC offices, Green-wood Missippi, 1963.

Paul Newman in genuine cowbow Wran-gler jeans on the set of Pocket Money.

Dennis Hopper, captured by Rolling Stone photographer Robert Altman, epitomized the slim pre-shrunk Levi’s Trucker Jacket look, the outfit of the 1960’s counterculture.

Henry Fonda in Easy Rider. As a landmark counterculture film and "touchstone for a generation" that "captured the national imagination," Easy Rider explores the societal landscape, issues, and tensions in the United States during the 1960s, such as the rise and fall of the hippie move-ment, drug use, and communal lifestyle.

Rancher Walter Latta of Boze-man, Montana, was photo-graphed in July 1939 in classic western garb, including a two-pocket generic jacket, based on the Levi’s 506.

THE WORKWEAR

THE REBELS

THE INTELLECTUALS THE PUNK

THE SEX THE TABLOID

THE 2.0

Jaco

b Da

vis u

sed

copp

er riv

ets to

fasten seams and pockets on pants he

mad

e ou

t of s

turd

y sa

ilclot

h purc

hsed fro

m manufacturer Levi Strauss.

Wor

ried

abou

t oth

ers

pira

ting

his pr

oduct, he asked Levi Strauss to support

him

in

a pa

tent

app

licat

ion.

T

hey be

came the first

manufacturers of

copp

er-r

ivet

ed “

wai

st o

vera

lls,”

the

origi

nal na

me for jeans.

A m

iner

on

his

farm

near Penfield,

Penn

sylv

ania,

August 1940.

Loggers in Ola, Idaho were

photographed by Dorothe Lange in

1939

.

Levi’s pants were popular with miners, like these two at the Blue

Eyes Mine. To this day turn of the century examples

are discovered in abadoned shafts.