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The £87,000 jeans: Why our love for Levi’s never fades

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telegraph.co.uk

Nick Kamen peeling off his 501s in a launderette to Marvin Gaye’s I Heard it through the Grapevine? Back then, Levi’s held sway beyond the high street: The Clash had their only UK number one with Should I Stay or Should I Go after it was featured in a Levi’s ad.

In the early 1990s, these ads helped the likes of Babylon Zoo and Mr Oizo climb the charts.There was political power, too. In the 1950s, US students were banned from wearing blue jeans after a rebellious Marlon Brando sported 501s in The Wild One and made denim seem dangerous.

Levi’s responded by introducing white jeans. They crossed the Iron Curtain, too, becoming a cult symbol of dissent among Soviet teens in the 1980s.They have barely changed since.

It is, perhaps, that trend-dodging that has prompted the Levi’s comeback and seen the company target $10 billion of sales by 2027.

Read more on telegraph.co.uk
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