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Details
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- 100% cotton
- Zipper Fly closure
- Machine Wash
- Slim Fit
- Zip fly
- Low rise, sits below the waist
- Straight-leg style fits close through the seat and thigh
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Act 1 – The Corduroy Years (1980s)
Let me set the scene. Picture a young Jim Hopkinson in 1980, just 11 years old, in the middle-class suburbs 15 miles south of Boston. Probably in sixth grade, through junior high and then into high school. This is a very impressionable time as a young adult, when peer pressure is at its highest and every piece of clothing, haircut, and friendship is scrutinized.
Let me be clear. There was one – and only one – pair of acceptable pants to be worn. Levi’s cords. There really was no other option. Your dresser was filled with identical Levi’s cords… a black pair, a brown pair, a tan pair, a white pair, a navy pair, and a maroon pair.
The problem was, Levi’s were relatively expensive. I want to say they started around $14 and might have been as high as $22 in some stores. The problem is that parents knew they could buy a pair of Lee Jeans or – god forbid – Toughskins that were going for $9.99. Myself and a few other comedians have made the connection in adulthood, that looking back it cost our parents about $5 to make us go from the object of bully beatings for wearing Wranglers, to being completely accepted and wearing Levi’s.
So we had to do whatever we could to make sure we got those cords. That included an annual back to school trip to neighboring Quincy, where it was rumored that one store had a huge sale and you could get two pairs for $20. The other option was Marshalls… under some bizarre resell agreement, they were allowed to sell Levi’s at a discount, but only if they ripped the patch off. Somehow, this was acceptable to the fashion police, as you still had the trademark stitching on the pockets.
But they weren’t true Levi’s. I remember an amazing schoolyard verbal throwdown between Jimmy Gross and Paul Hickey. They were arguing about a baseball call or something or other and it turned in insult about clothing and Paul claiming he had more Levi’s than Jimmy, and Jimmy shot back ‘You want to compare? Total number of Levi’s. Cords only. WITH the patch.’
It was that last emphasis that was the knockout blow to Paul’s argument. He sulked away. And yes, that conversation really happened. I didn’t know about the power of marketing and branding at the time, but I was taught a life lesson right there. That patch meant everything.
Act 2 – Stonewashed Jeans (1990s)
Act 2 for me actually started in the late 80s of high school, throughout college in the early 90s, and beyond. We’re going to move quickly through this stage because of 2 words:
Stonewashed Jeans.
Levi’s were still popular and affordable, but all photos of this era should be banished. Luckily, I never descended to the next level down, which included
acid-washed and ripped jeans. Look at the photo… this guy knew his buddy shouldn’t be wearing acid wash jeans.
Once again, I was never really aware of any marketing that the company was doing. I had always worn Levi’s, my friends all wore Levi’s, and now we were just choosing the style that was popular at the time.
But this is where their problems started. According to a 1999 Fortune article on Levi’s, beginning around 1993, customer’s choices changed. Levi’s typically made jeans with 16-inch-wide legs, but the trend was going baggy, expanding up to 23 inches, while some brands went as crazy as 40 inch wide legs. At the same time, department stores were going out of favor, as more and more kids shopped at The Gap. Through it all, Levi Strauss kept on pushing its basic jeans.
Act 3 – The lost customer (2000s)
Act three coincides with my move from casual Seattle to fashion-centric New York City. Please hold your judgment of my fashion choices to yourself – I’m not saying I’m GQs Fashion Editor, I’m just a guy thrust into a new city, becoming keenly aware of the trends surrounding me.
And one thing that trend did NOT include, was Levi’s Jeans. But it wasn’t just me. I looked around at work and at every event, and there wasn’t a pair of 505s to be found.
- Shipping Weight: 2 pounds (View shipping rates and policies)
- Shipping: Currently, item can be shipped only within the U.S. and to APO/FPO addresses. For APO/FPO shipments, please check with the manufacturer regarding warranty and support issues.
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