LS&Co. Unzipped

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May 03 2013

Historic Beijing, With Historic Jeans

Editor’s note: The Levi’s® 501® jean turns 140-years old this year. To mark the occasion, our company historian, Lynn Downey, is traveling the globe – sharing the story of the original blue jean with the people who wear them, both consumers and Levi Strauss & Co. employees. Today, she shares her observations from the second stop on her recent Asia trip, Beijing.

From the 1930s to the 1950s, a San Francisco nightclub called The Forbidden City entertained locals and tourists with Chinese-themed music, dancing and costumes. The Forbidden City, of course, is the name of the imperial palace in Beijing, today a popular historic attraction, and another stop on my 501® Road Show.

Taking a tour through the Forbidden City provided some great context and helped me capture a glimpse of the richness of Beijing’s culture. I loved the architecture, particularly the historic ceramic tiles, and was intrigued by the sense of hierarchy embedded throughout.

I was also excited to present at a press event, attended by hundreds of Greater China's most influential press and celebrities. The venue was in the heart of Beijing’s Art District and boasted a fabulous set-up, showcasing Levi’s® 501® jeans, old and new.

This was by far, the biggest, most elaborate event of its kind I’ve ever been involved in – filled with a fashion show, music performances, and media interviews. It was truly a testament to the power and influence of the Levi’s® brand – not to mention our great China marketing team.

The next day, I had the pleasure of meeting our Beijing colleagues and their families. Both new and longtime employees loved the stories behind the jeans. And like everyone else, they want to know how we care for these historic artifacts.

A fire-proof vault, for starters!

Though the Levi’s® brand has been in China for only 13 years, people in both Shanghai and Beijing had tremendous knowledge about our product and history.

Of course, my trip to China wouldn’t have been complete without a visit to the Great Wall. Simply amazing – and every bit as impressive as I had expected. It was the perfect ending to a fantastic trip to a fascinating country.

Next time, join me in colorful India.

Posted By: Lynn Downey, Historian, Levi Strauss & Co.

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Tags: Denim,Levi Strauss & Co.,Levi's®

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