Throughout the 1940s, California surfers rode a wave of inspiration as they bid farewell to war and the status quo to embrace long, sunny days at the beach.
Say “aloha” to a colorful style embodying that beach life, where cropped haircuts and black leather shoes were still spotted on the sand but the scene also gave way to bright, bold prints and airy comfort. Levi’s® Vintage Clothing is paying tribute to the surf riders who followed their passions along the West Coast, from Tijuana to Malibu, with its new Spring/Summer 2018 collection.
“I spent time on research trips traveling between the Mexican border and Malibu exploring the old surf haunts and meeting current surfers to trace the link from the surf riders of the 1940s to today, and found the same passions still exist,” says Paul O’Neill, Design Director, Levi’s® Vintage Clothing. “This was an era before the classic California surfers we all associate with board shorts and long blond hair … this is where I cast the surfers who would act as models for our lookbook as well.”
Each season, Levi’s® Vintage Clothing dives deep into our Archives, dating back as far as 1873, to recreate iconic looks that honor the brand’s heritage.
What celebrates Surf Riders more than a good old-fashioned rayon Hawaiian shirt? Retro-inspired prints and graphics come alive on beautiful patterned shirts produced by Levi’s® in the 1940s and 1950s, resurfacing this season as key pieces for men. Pair this staple with a sun-bleached 1920s balloon pant and 1930s riders chino in a classic wide leg, featuring the riders label and interesting front pocket closures.
Ladies can find their key piece this season in the 1950s lot. 701 jeans, which evolved from the first Levi’s® five-pocket jeans made just for women in 1934. The 1950s 701 jeans are made with signature selvedge stitching in pink (instead of the traditional red found on the 501) and includes the original Talon zipper manufactured since 1893. Another option for women craving a casual, beachy look is the 1950s 701 knee-length short. Complete the outfit with a Hawaiian print or polka dot top.
Shop the new collection in select stores or online.