I reckon you always have one pair of jeans that are just that little bit special.
They feel so comfortable when you wear them and wear them you do. When you get a pair like this, your other jeans may as well forget it because they are rarely making it out of your wardrobe.
I can still remember buying a pair of Levi’s selvedge jeans from Richard Crème – that stalwart of bespoke men’s fashion – from his beautifully tucked away boutique in Manchester city centre. Richard, a much-loved Manchester institution, seven feet tall in his stockinged feet and instantly recognisable from 100 yards with his slow lurching gait and air of refinement.
Richard was a great salesman and always had ‘something special in the back’ making you feel that little bit special too. This is how I got my first pair of Levi’s selvedge jeans and also a great piece of advice. “Don’t ever wash them,” Mr Creme implored.
That particular pair of jeans became very special. I don’t think I wore any others in the whole time I had them. They went everywhere. I wore them to a New York exhibition we were running whilst staying at the Chelsea Hotel; and to the launch party in the disused former Tunnel Club that was brought back to life for one night just for us. They even got to witness an impromptu and surreal performance by Britney Spears launching her track, Toxic; a surprise show we happened upon when out in Manhattan.
It’s this feeling of attachment to that special pair of jeans that Levi’s are celebrating with their Live in Levi’s project. Their aim is to create a living showcase featuring a ‘billion’ iconic experiences and some real life stories from people who literally live in Levis. The idea is to bring together authentic anecdotes in a collection told by people from across the world about that special pair of jeans and what the wearers get up to in them.
There will be stories from people from all walks of life from teachers and care workers through to artists and scientists. You can share you own story by using the #LIVEINLEVIS hashtag. Of course musicians have long been associated with jeans, and so bands, from those just starting out through to well respected artists, will be sharing their tales as part of the Live in Levi’s Project.
Levi’s have got together with Noisey to create a series of conversations with much loved artists including the duo Mount Kimbie who’ve been making lots of waves over the last couple of years with their refreshingly broad and adventurous take on electronica. Levi’s asked photographer Ossi Piispanen to follow the band to Berlin and capture their experience. Mount Kimbie feature on Levi.com and will be one of the first alongside Jacques Greene and Sasha Keable who are also making names for themselves in all the right circles. You’ll be able to watch via the site as the collection develops (and don’t forget to add you own taste of Levi’s denim to the collection!).