Levi’s: A World Icon

Levi’s jeans, created by Levi Strauss, for miners in the late 1800’s has become a phenomenal fashion trend in today’s society. With the help of mass media and societal changes, Levi’s went from a practical commodity to an internationally known fashion statement. Better known as the original blue jeans of today, Levi’s authentic and innovative jeans began setting new standards in the production of denim. Parasitic companies’ that imitated Levi’s look thrived off their advertising campaigns because it was Levi’s key element to success. Now a household name, Levi’s jeans have transcended cultural boundaries around the world through the techniques of mass communications.
In the 1950’s, there were massive changes in society; denim pants became less associated with work-wear and more associated with leisure activities. “It was not until the ‘50’s, though that jeans shed their working-class aura and became the icon of youth, rebellion, and frisky sexualit...