Living Legends

Denim is a rare beast in the fashion world. It’s a ‘bread and butter’ wardrobe foundation, yet it pretty much always stars on the international runways, in one form or another. It’s a failsafe style go-to and has been since the 1950s when stars like Marlon Brando and James Dean wore jeans to star in cult films The Wild One and Rebel Without a Cause. Yet, these very films are also what turned denim into a symbol of rebelliousness, counter culture and that oh-so-emulated ‘too cool to care’ brand of nonchalance. In other words, highly desirable. More than seventy years later, denim still has the same effect. Regardless of age or gender, denim clads the wearer in a cloud of cool. Or at least Levi’s® denim does. No wonder it’s arguably the most legendary jeans brand to come out of America.