Few fashion brands have the longevity and universal appeal of Levi Strauss. Levi’s practically invented blue jeans, and more than a century later the brand remains one of the biggest names in denim. Levi’s has transcended generations, trends, and style tribes. Their iconic 501s have earned legendary status over decades, and the enduring success of the brand is extremely impressive.
What I appreciate most about Levi’s today is the depth and inclusivity of the assortment. There are silhouettes for almost every preference, body type, and style aesthetic. You’ll find skinny, slim, straight, relaxed, boyfriend, barrel, bootcut, flare, wide leg, horseshoe, oversized, and vintage-inspired fits, alongside denim skirts, dresses, jackets, and tops. The range of rises, washes, and inseams is equally extensive. Many styles come in shorter and longer lengths, and some are available in curvy fits. There’s a strong assortment of non-denim casual wear too. You can also shop secondhand Levi’s online, and read about the brand’s sustainability initiatives here.
Levi’s also does a good job with gender-neutral dressing. In my opinion, the 501s were one of the best examples of this back in the late ’80s and early ’90s. Many current items are intentionally unisex, oversized, or relaxed in fit, and there’s an ease and versatility to the collections that feels current. Even some of the so-called unintended unisex pieces work beautifully across genders. For example, some of my women clients have had great luck shopping the men’s department for jeans, tees, and jackets.
Quality is another strength. Levi’s denim is robust, launders well, and most items are reasonably priced. Their Japanese selvedge, Blue Tab, and Japanese-inspired collections are significantly pricier, but worth exploring if you enjoy fashion-forward, dramatic, and avant-garde denim. And if you’re an old-school denim lover like me who enjoys thick, somewhat rigid, 100% cotton denim without stretch, Levi’s has you covered too.
Levi’s stores deserve special mention because the in-person shopping experience is consistently excellent. The staff wear the product creatively and are knowledgeable about fits, washes, rises, and lengths. Promotions and loyalty-member discounts are frequent too, which helps keep the brand feeling accessible despite its iconic status.
A standout feature is the Levi’s Tailor Shop, available in many flagship locations. This takes the denim experience to another level. Customers can have jeans hemmed, tapered, repaired, distressed, embroidered, patched, or otherwise customized. The embroidery and customization options are especially fun. You can add initials, graphics, patches, embellishments, raw hems, rivets, tabs, buttons, and other personalized touches that make the denim feel bespoke. Levi’s has wisely embraced the idea that denim becomes more meaningful when it reflects the personality of the wearer. You can even have jeans hemmed in-store within the hour.
In a fashion landscape that frequently changes, Levi’s remains remarkably steady and iconic. The brand manages to feel nostalgic, modern, practical, fashionable, inclusive, and aspirational all at once, which is no small achievement. We have two flagship Levi’s stores in Seattle that are AMAZING. In my opinion, they offer one of the best brick-and-mortar retail experiences in the US. I take clients and friends there regularly when they’re shopping for jeans or denim items, and always encourage them to explore the customization options. So far, we’ve all had great luck and a lot of fun there.
I’m personally a huge fan of Levi’s and loyal to the brand. I frequently browse the new arrivals and keep a close eye on the Japanese Blue Tab collections. I LOVE that I wore 501s decades ago and am happily wearing them again today. I currently own two pairs that feel wonderfully nostalgic and make me smile every time I wear them. A few months ago, I also found the best bespoke denim jacket for me of all time at Levi’s, and I’ll share that story soon. In the meantime, here’s how Levi’s is currently represented in my wardrobe.
