LS&Co. Unzipped

Welcome to our blog. Here’s where you’ll find a “behind-the-seams” look at what’s going on with Levi Strauss & Co. You’ll hear from a variety of voices, from both inside and outside the company. And you have the chance to share your thoughts. So read on — and weigh in!

Jul 30 2010

Levi's® and the Golden Fleece

At first glance, the title of this post reads like a tale from Greek mythology. But that was Jason – of Argonauts fame – and the Golden Fleece. This Golden Fleece is linked to the Levi’s® brand.

You see, the image of the Golden Fleece suspended by a ribbon is a Brooks Brothers trademark. And Levi’s® brand and Brooks Brothers have just announced an exclusive collection of jeans made in the United States.

I’m no expert on Greek mythology, but I did study it once – while regularly wearing my Levi’s® jeans and Brooks Brothers oxfords. The two brands were responsible for most of my college wardrobe back in the day.

At the time, the Brooks Brothers’ contribution to my closet was the obligatory button down oxford, heavily starched. And, as I recall, the usual colors were white and blue, with an occasional yellow, ecru and – yes! – even pink thrown in to the mix.

The Brooks Brothers and Levi’s® brand partnership seems like a perfect fit: the USA’s oldest retailer and the brand that invented blue jeans.

What’s in store for you? Well, there’s the original 501™, its zip-fly sibling 505™, and the 514™ Slim Straight. Each crafted in California, using imported materials, in a range of finishes and washes unique to the collection. And even if there’s no Brooks Brothers where you live, you can find a pair easily enough at www.brooksbrothers.com.

There’s a lot of history in these brands. Think about it. Brooks Brothers opened its doors in 1818, and Levi’s® jeans were invented in 1873. They’ve each weathered war and peace, booms and busts, and more than a few fashion trends. But their original American style continues to attract customers around the world.

I’ll have to dust off my college texts to refresh my Greek mythology, but I do recall – with a bit of help – that Jason was sent beyond the edge of the known world to retrieve the Golden Fleece. In my mind, that makes him quite the pioneer – and a perfect candidate for a pair of Levi’s® jeans from Brooks Brothers.

Brooks Brothers Collaboration

Posted By: Cory Warren, Editor, LS&Co. Unzipped

	Tags: Levi's®,Levi's®,Style

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Brian McNitt (not verified) - Aug 09 2010

Hi Cory,

Learned about this via the Ashton & Partners blog. http://ashtonandpartners.com/news/levis-made-in-the-usa-good-idea/

I do most of my formal wear shopping at Brooks Brothers and love the idea of Levi's/Brooks Brothers' jeans made in the USA. Can't wait to check them out. Kudos to Levi's and Brooks Brothers.

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