Levis in the '60s

Levi's were created in 1872, having started out as men's work pants and overalls. By the 1960s jeans had become a symbol of youthful rebellion and a fashion 'uniform' worn by hippies, students, mods and rockers alike. As the fashion industry boomed in the '60s, design became more creative, and new fabrics were introduced. Levi's were at the forefront of innovation in denim wear, and during the 1960s created a range of new styles that still endure today.

Bell-Bottoms

Bell-bottom jeans are close-fitting around the lower body and upper leg, and then flare out from the knee, becoming progressively wider to the ankle. In 1966, Levi's produced the 646 bell-bottom, which was available in a range of fabrics including denim and corduroy. The orange Levi's tab on these jeans contained a capital 'E', which was standard on all garments made before 1971. This style remained popular throughout the '60s and '70s, and after disappearing in 1981, came back into fashion in the late 2000s.

Hip-Huggers

Hip-hugger jeans are cut low so they sit high on the hip rather than fastening at the waist. Often worn with a shorter top so that the stomach was on display, this became a fashionable look in the 1960s. They were available in denim and other fabrics such as corduroy. Rock stars such as Jimi Hendrix and Robert Plant helped increase their popularity.

Sta-Prest

Levi Strauss began developing a new wrinkle-free fabric in the '60s that was used to create Sta-Prest (pronounced "stay pressed") pants. Introduced in 1964, they were marketed as slacks that did not need ironing and could be worn straight from the washing machine. They were especially popular in the U.K., and were widely worn by mods and skinheads, popular youth subcultures of the time.

Trucker Jacket

The Trucker jacket was a forerunner to the men's denim jacket and was introduced in 1967. Lined with wool for warmth, it was hard-wearing and fashionable. Produced in a variety of fabrics, including leather and corduroy, it continued to remain a popular jacket throughout following decades and can still be purchased today.

Preshrunk

In 1960 Levi Strauss introduced their first preshrunk denim jean. Prior to this, jeans were sold in a limited variety of sizes. The wearer would select the closest fit, usually slightly bigger, then wear them in the bath so they would shrink until form-fitting. A popular design from the '60s, and still available today, is the 1967 505 jean. Indigo blue with a straight leg, it retains the copper waist button and the capital 'E' on the Levi's red tab.

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