Monday, 23 October 2017

Levi's Trucker Jacket celebrates its 50th anniversary

Levi's® partnered with 50 icons and influencers from around the world to celebrate the anniversary of one of the most iconic pieces of American clothing: the Trucker jacket -- known today as the definitive jean jacket.
 In honor of the 50th anniversary of this legendary piece of clothing and to celebrate the DIY spirit that has helped make it so popular over the last half-century, 50 icons and influencers designed and customized their own Trucker jacket. Chance the Rapper, Solange Knowles, Snoop Dogg, Diplo, CL, Justice, Karlie Kloss, Romee Strijd, Virgil Abloh, Clayton Kershaw, Robbie Rogers, Taylor Kitsch, Karla Welch, Rob Zangardi, Tinie Tempeh, Justin Timberlake and more are participating. A wide array of bold-faced names have brought their personal vision to this storied garment — and it’s a story that looks to keep on rolling. Seen everywhere from street style to rocker fashion to down the runway, the Levi’s® Trucker jacket is as popular today as ever. Behind the birth of an icon often lies a perfect storm. A confluence of events that, in hindsight, almost seems too good to be true. For the Levi’s® Type III Trucker jacket — that perfect storm was the fusion of a new youth movement, the explosion of rock ’n’ roll, and the embrace of fashion as rebellion. In 1967, the Type III quickly became a major symbol of popular and music culture with George Harrison wearing one during the Summer of Love in San Francisco. Legendary music promoter Bill Graham produced a series of Levi’s radio ads recorded by a then largely unknown band called Jefferson Airplane. By the time the ads aired, Jefferson Airplane had hit it big and San Francisco had become the nerve center for a massive counter-cultural revolution.

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