Over the years, generations of women have redefined style and culture through Levi’s® denim. From the groundbreaking launch of Lady Levi’s® in 1934, the introduction of 501® jeans for women in 1981, and the introduction of the Curvy collection to the South African market in 2011, the Levi’s® brand continues to champion women’s empowerment, individuality, and denim innovation. This International Women’s Day, Levi’s® brand honors the 501® jeans and Curvy denim, timeless symbols of equality, self-expression, and a celebration of womanhood.
Seeing the expanding role of women in American work and society, Levi Strauss & Co. first decided to branch out into women’s clothing in 1918. The new “Freedom-Alls” offered women a one-piece garment that was to be used for “Work or Recreation.” When the company recognized the need for jeans made especially for women, the introduction of Lady Levi’s® – Lot 701 blue jeans – in 1934 marked a transformative moment in women’s fashion. Levi Strauss & Co. created Lady Levi’s®, to provide women with durable, stylish options for work and recreation. Unlike the 501® jeans for men, Lady Levi’s® featured a lighter denim weight, a higher waist, and a pink selvage edge, making it distinctively feminine.
“The history of Levi’sjeans is deeply intertwined with women’s empowerment,” said Tracey Panek, LS&Co. Historian. “From ‘Freedom-Alls’ and Lady Levi’s® to the groundbreaking 501® jeans for women, Levi Strauss & Co. has always always found groundbreaking ways to deliver denim style to women. Generations of women have then taken these garments and made them uniquely their own.”
In 1981, Levi Strauss & Co. introduced the 501® jeans for women, standing apart from the Lady Levi’s® with a design that stays true to the rugged, versatile roots of the original 501® jeans. Featuring a lower rise compared to the high-waisted silhouette of Lady Levi’s®, the 501® jeans for women offered a more modern and relaxed fit. The denim in the 501® jeans for women is heavier than the lighter selvage denim used in the Lady Levi’s® , forgoing the colored thread details like the pink selvage that once distinguished Lady Levi’s® . By embracing these design choices, the 501® jeans for women honor Levi’s timeless aesthetic while adapting to contemporary styles.
Throughout the brand’s history, Levi’s® has celebrated women pushing boundaries and redefining norms. Over the decades, a wide range of iconic women, from award-winning actresses and musicians to beloved celebrities, have embraced 501® jeans for womens a canvas for personal expression and cultural impact.
For the women of South Africa, Levi’s® introduced its Curvy styles in 2006 with one goal in mind: to develop jeans that are tailored for shapes that traditional fits overlooked. By 2011, this vision evolved into the Levi’s® Curvy collection—a range designed to highlight, hug, and honour curves with fits that sculpt and flatter.
A revolutionary approach to fit is at the heart of the Levi’s® Curvy collection. Every piece is designed to eliminate gaping at the waist, sculpt the figure, and provide all-day comfort. The Levi’s® Curvy collection features Levi’s® sculpt fabrication, a signature blend of soft cotton and stretch that combines flexibility with structure. The result is jeans that move with you while maintaining their shape, wear after wear. The Levi’s® Curvy collection isn’t just about finding jeans that fit. It’s about feeling good in what you wear, celebrating the body you have, and embracing your style. Whether you’re looking for your next pair of 501’s or Levi’s® Curvy collection, Levi’s® celebrates women globally.
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