The 1950’swas a decade of the post war boom. The war is over, manufacturing explodes andadvertising begins to focused on teenagers. In 1954, the “denim family is bornand the new fabric once workwear crossed the line into casual wear”(levistrauss.com).
The 501Z overalls areintroduced with a zipper that replaces buttons and the leather logo with thetwo horses was replaced with a cardstock because it was too expensive to usethe leather as sales were increasing. Hollywood is responsible for transformingthe once workwear into a rebellious fashion statement. Actors like MarlonBrando, James Dean, and rock and roll singer Elvis Presley were always seenwearing their denim. “The 1950’s saw denim banned in some schools,especially in the East, for being a bad influence. The portrayal of denim-clad”juvenile delinquents” in movies and on tv which led many school administratorsto prohibit denim in the classroom, fearing that wearing the rebel uniformwould lead students to push against authority in all of its forms”(levistrauss.com).
As well in this era, “The Civil Right movement began tounfold in the mid 50’s, and ushered in over a decade of boy-cotts, sit-ins, andmarches. Jeans were not only the preferred dress of some activists, but also asymbol of protest for the movement” (levistrauss.com). In 1959, “The American National Exhibitiontakes place in Moscow at the ‘American Fashion Industries’ presentation. Theystart exporting garments to Europe and appoint an export manager.
“(levistrauss.com). When Levi’s made their debut in Russia Soviet officials bannedfabric because it was associate with the Western culture. Teenagers from Europewould then buy and sell the jean on the black market. During this time LeviStrauss & Co. created a foundation in their name to correlate with theircharitable giving that they continued with since 1873.