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Comfort, uniqueness, quality and emotional impact – these were always the main associations with the brand. However, other features were being emphasized as time was going by.
First connotations were simple: “jeans are tough and rugged as men who wear them”. This image of a 100% man was even strengthened after western movies appeared. Soon jeans, and so Levi’s brand which in people’s mind turned to be their synonymous, became a symbol of freedom, adventure and independence. In this moment, managers of LS&Co decided to expand the brand. Even though there where various new cloths introduced to the market – 501 jeans remained their top-selling product...
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