The @Levis brand celebrated the launch of the 505™C Jean with a performance by rock legend Debbie Harry (accompanied by Matt Katz-Bohen) and a DJ set by Zoë Kravitz and Jimmy Giannopoulos (Lolawolf).
It is this rich, countercultural heritage that Levi’s is rolling out the 505™C for Fall 2016 — on the cusp of the 50th anniversary of the original. The rollout comes at a time when people are craving authenticity from their brands and products.
505™C: The 505™ was born in 1967, coinciding with the Summer of Love and the cultural explosion in California. The jeans hit their peak popularity with the ’70s punk scene, worn by the likes of Debbie Harry and the Ramones. The 505™ became synonymous with the trailblazers and musicians who came to define the decade, and still create waves now. It is this rich, countercultural heritage that Levi’s® is rolling out the 505™C for Fall 2016 — on the cusp of the 50th anniversary of the original. The rollout comes at a time when people are craving authenticity and “vintage revival” is highly embraced. The 505™C was also informed by research that revealed a surge in consumers buying vintage pairs of 505™s, which offer a lived-in, rocked-in, timeless fit. The 505™C is a modernized and remastered take on the ageless 505™ fit. The ‘C’ stands for customized because Levi's® designers have created a customized straight leg with the perfect slim fit for today.
"Blue denim has always been truly American and I can remember when the kids in the eastern block, before the wall came down, were always asking for our jeans. Levi's® made a lot of dreams come true…” — Debbie Harry.