The world’s best natural fibres, cotton and Merino wool, have become intertwined for this innovative product. An apt development given the central role the two fibres have played in the development and culture of both countries involved; the United States and Australia
The wool denim Levi's® 501 jeans include Australian Merino wool combined with the fine grade cotton that has made Levi Strauss & Co. an internationally recognised fashion icon.
These 501® jeans look like conventional denim but, as Levi Strauss & Co. state on their website, “they can do things no ordinary denim jeans can do, like keep you warmer in cold weather”.
The Woolmark Company CEO Stuart McCullough said Levi’s® jeans are one of the most recognisable pieces of clothing in the world, capturing the imagination and loyalty of people for generations.
“We are delighted to partner with Levi Strauss & Co., a classic American brand famous for its quality, integrity and pioneering spirit. These values are completely in line with what The Woolmark Company represents across the world,” Mr McCullough said.
“By incorporating some Merino wool with the cotton, these wool denim 501® jeans feel warm to the touch, even in winter, and when wet feel drier on the skin and more comfortable than 100 per cent cotton.
“We look forward to continuing our creative collaboration with Levi’s® and supporting their pursuit of product innovation.”
The wool denim 501® jean is available in stores across the United States, Japan, Korea, Hong Kong and China. It is also available for purchase online (although the company does not ship to Australia).
Levi Strauss & Co. has also created an innovative Holiday 2013 product line featuring Australian Merino wool. The collection includes a diverse range of men’s and women’s knitwear as well as the wool/denim blend of the classic 501® jean. The range highlights the signature style and craftsmanship of Levi’s® together with the benefits of Australian Merino wool, including the fibre’s exceptional versatility, warmth and natural elasticity.
In 1853, Levi Strauss opened a wholesale dry goods business in San Francisco that became known as “Levi Strauss & Co.”. Seeing a need for work pants that could hold up under rough conditions, he and Jacob Davis, a tailor, created the first jean. In 1873, they received a U.S. patent for “waist overalls” with metal rivets at points of strain. The first product line designated by the lot number “501” was created in 1890.
Levi Strauss & Co. has grown to be one of the world’s largest brand-name apparel companies and a global leader in jeanswear. The company designs and market jeans, casual wear and related accessories for men, women and children under the Levi’s®, Dockers®, Signature by Levi Strauss & Co.™ and Denizen™ brands.
The company’s products are sold in approximately 50,000 retail locations in more than 110 countries through a combination of chain and specialty retailers, department stores, online sites, and company-operated and franchised stores.
Levi Strauss & Co.’s fiscal 2012 net revenues were US$4.6 billion.