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The Levi's wave is skrong. The jeans giant is really killing it when it comes to both press coverage and cool quotient. I can't say for sure if it's really affecting the brand's sales and making any money, but Fashionista looked at how the Levi's back catalog and vintage, worn-in jeans are becoming cool again, as if they weren't or something. Despite all our denim phases, including but not limited to tattered Hollister jeans of the early 2000s and the bedazzled Trueies of a few years back, Levi's has endured and, now, some small brands are using the company as the base of their own business.
Fashionista hit up some brands that have totally turned their attention to vintage Levi's models, either buying them for themselves or modifying them in some way to then sell for their own business. Many times, they're distressed and altered to the customer's liking and specifications, making them a one-of-a-kind item which is always a great selling point. Plus, rather than being prohibitively expensive, older Levi's are fairly accessible. Levi's is, of course, trying to channel this coolness into actual sales—it recently re-did the 501 with a more tapered fit for those adverse to the wide pipes. Fortunately, they're pretty much the reigning champ of denim and will be until the end of time. So, even though this renewed interest in their older jeans isn't necessarily affecting the brand's bottom line, it's still good ass news.