Hombre en jeans: luz que ilumina la oscuridad...miércoles, 30 de abril de 2008
Levi´s jeans "Right for School"
Nearly everyone in America had strong opinions about what wearing blue jeans did to young people. For example: in 1957 we ran an advertisement in a number of newspapers all over the U.S. which showed a clean-cut young boy wearing Levi’s® jeans. The ad contained the slogan, “Right For School.” This ad outraged many parents and adults in general.
El jeans asociado con la juventud rebelde
El jeans pasó a ser utilizado en el día a día, ya entrado el siglo XX. Con el surgimiento del cine y a través del ejemplo de James Dean y Marlon Brando, el jeans comenzó a ser a asociado al concepto de juventud rebelde conquistando a este tipo de público.
martes, 29 de abril de 2008
1950s: Denim-clad juvenile delinquents...
The 1950s brought great acclaim to Levi’s® jeans and denim pants in general, though not in the way most company executives would like. The portrayal of denim-clad “juvenile delinquents” or, as one newspaper put it, “motorcycle boys” in films and on television during this decade led many school administrators to ban the wearing of denim in the classroom, fearing that the mere presence of denim on a teenager’s body would cause him to rebel against authority in all of its forms.
Estaba creado el jeanswear
Estaba creado el jeanswear, el estilo reforzado de confección que fue originalmente destinado a ropas de trabajo. A partir de entonces, cada vez más los trabajadores usaban el jeans para ejercer sus tareas más arduas y de mayor exigencia física.
lunes, 28 de abril de 2008
The Blue Serge Day
LS&CO. heard about this, and created a denim tuxedo jacket for Bing, which we presented to him at a celebration in Elko, Nevada, where Bing was honorary mayor. Interestingly, the day set aside for this special presentation was called “Blue Serge Day” not “Levi’s Day” or “Blue Denim Day.” Was the word “denim” not sophisticated enough for the organizers of the event (who were not from LS&CO.)? I don’t think we’ll ever know the answer to this.
La prueba de Levi Strauss fue muy exitosa
Con el fin de realizar una prueba, Levi Strauss confeccionó dos o tres prendas de trabajo reforzadas con la lona que poseía, las ofreció a los mineros y el éxito fue inmediato. Debido a la alta resistencia de las prendas, éstas no se estropeaban con facilidad y proporcionaban una durabilidad mucho mayor.
domingo, 27 de abril de 2008
1950: Denim clothing was appropriate only for hard labor...
Some things took longer to change. One of them was the attitude that denim clothing was appropriate only for hard, physical labor. This was dramatically demonstrated to LS&CO. in 1951. Singer Bing Crosby was very fond of Levi’s® jeans and was wearing his favorite pair while on a hunting trip to Canada with a friend in that year. The men tried to check into a Vancouver hotel, but because they were wearing denim, the desk clerk would not give them a room; apparently denim-clad visitors were not considered high-class enough for this hotel. Because the men were wearing Levi’s® jeans, the clerk did not even bother to look past their clothing to see that he was turning away America’s most beloved singer (luckily for Bing, he was finally recognized by the bellhop).
Strauss busca otra aplicación para la lona
Con un gran stock de lonas y sin conseguir mercado para las mismas, Strauss pasó a buscar otra aplicación para el producto. Observó que debido a la gran exigencia física del trabajo, los mineros tenían que sustituir frecuentemente sus prendas de vestir utilizadas, lo que les significaba grandes gastos.
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