Seventy-five years ago, Levi Strauss & Co. took a risk that forever changed the course of women’s fashion. In the fall of 1934, the company introduced “Lady Levi’s® jeans” – the world’s first jeans made exclusively for women (www.womensjeans75.com). Jeans were originally created by Levi Strauss & Co. for working men in 1873, but the category has since seen a dramatic shift with the advent of the first jeans for women. Today, new fits, fabrics and finish innovations are typically first developed to meet women’s needs and tastes and are driven by the demands of the women’s market. In fact, sales of women’s jeans surpassed men’s in 2000, making women the leading consumers of denim in the United States. To celebrate the 75th anniversary of women’s denim, Levi Strauss & Co. Historian Lynn Downey will host store events in New York (September 26th), Los Angeles (October 3rd), San Francisco (October 17th), and Chicago (October 24th) where shoppers can see historical women’s jeans and memorabilia and receive special discounts. “The Levi’s® brand has a rich heritage of making jeans for fiercely independent and original women – from the pioneering women of the American West who first adopted men’s jeans and inspired the creation of a women’s jeans range, to today’s movie icons,” said You Nguyen, senior vice president and creative director for the Levi’s® brand. “Women have truly embraced jeans and made them the cornerstone of their wardrobes. We are just as focused today as we were in 1934 on creating great fitting jeans that make women feel unstoppable.”

“Levi Strauss & Co.’s decision to create a line of women’s Levi’s® jeans was very progressive at the time,” said Lynn Downey, historian for Levi Strauss & Co. “Pants still weren’t an acceptable part of a woman’s wardrobe, let alone a style of pants considered to be men’s workwear. The Lady Levi’s® line offered forward-thinking women a new sense of freedom – and though this new-found liberation started in the West, it eventually became a nationwide phenomenon.”

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