New Levi's Jean Inspired By You

Levi´s is taking inspiration from street style to launch a new jean. Based on the ways that the brand has observed fans wearing its classic 501s, the company has created the 501 CT (customised and tapered) drawing on the most common changes that customers make to their 501s to make them their own.

"As the inventor of the blue jean and the global leader in denim, we have an obligation to continue to balance our iconic styles with new and innovative solutions, which is exactly what we're doing with our new 501 CT," Levi's president James Curleigh told us. "We're seeing a lot of people tapering their 501 jeans - bloggers, celebrities and customers. It's something that many people at Levi's do as well; in fact it's one of the most frequent requests we get at our tailor shops. So the idea behind 501 CT came from listening to our fans. This season we thought, let's do the work for them and create the jean they wish they could make themselves. Our original 501 jeans are a timeless classic and they will continue to be available for our fans to buy in addition to the new 501 CT interpretation."

Drawing on famous pictures of models and actresses, including Cindy Crawford and Winona Ryder, as well as musicians such as Bruce Springsteen and Axl Rose, the brand has tweaked the classic shape - helping customers get a vintage look, while still achieving the comfort that performance denim has taught us to demand.

"For the 501 CT we have made the waist a little more square, a little less nipped-in than the classic 501, and we've taken a pinch of fabric out of the bum," Curleigh said. "Then the leg has been tapered down to the ankle. We tested the changes on many people, many shapes and sizes from different countries. We've found that people like to wear it different ways - the regular, relaxed boyfriend style, or wearing a bigger size so it sits lower on the hips and is baggier, or getting a smaller size and wearing it tighter."