Since its invention, the Levis� 501� jean has taken on a life of its own.

Cape Town - Available by next year, it is the first smart garment with Jacquard by Google technology woven in.

The jacket allows users to stay connected with easy access to directions, information on nearby places, change their music, and answer calls just by touching the sleeve of their jacket.

We spoke to Nuholt Huisamen, the managing director of Levi Strauss South Africa about the brand and their Levi’s® 501® jean.

Tell us about the early years of the blue jean?

Levi Strauss & Co. made the first blue jean on May 20, 1873. It was on that day that Levi Strauss and Jacob Davis obtained a US patent on the process of putting rivets in men’s work pants for the very first time.


Were denim pants called jeans then?

They were called “waist overalls”or “overalls”because the early pants were designed to literally be worn “over”your street clothes. After 1900, people began to wear them like regular pants and in 1960, fans adopted the name “jeans”.


What role have your jeans played in fashion from the early 1900s to now?

Since its invention, the Levi’s® 501® jean has taken on a life of its own, from a utilitarian garment for coal miners, cowboys and industrial workers, all the way to the creative workers who continue to wear it today.


What is exciting about the Levi’s brand right now?

Locally we are running the We are Original campaign and we put a call out to our fans to come and share their original Levi’s® style stories with us. We got such a great response and we have been featuring those beautiful and unique photos and stories as part of our social and digital campaign, celebrating how our consumers live in our jeans.

Check out more here or

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