In this episode, Tracey Panek, Historian at Levi Strauss & Co., explores the longstanding relationship between Levi’s® and students.
Dating back to 1897, Levi himself funded some of the first scholarships at the University of California, Berkeley. We’re proud to say that these scholarships are still going strong 125+ years later, cementing our longtime relationship with students.
Cut to the 1950s when Levi’s® were banned in schools because of their association with biker gangs. Denim was perceived as “dangerous.” Some students took matters into their own hands and bleached the blue from their Levi’s® so they could wear their beloved jeans to class.
By the 1960s, we took the work out of doing that and introduced white Levi's®. In the end, thanks to Levi’s® Right for School campaign and devoted Levi’s® student fans, the youth won out. Students again dressed in their beloved Levi’s® jeans. Even those required to wear school uniforms have often found creative ways to don their Levi’s® denim.
Today, you can find Levi’s® and blue jeans on nearly every campus around the world, including FIDM LA where students share why they love their Levi’s®.
We can’t wait to see what this generation will do next!
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26 авг 2024
