How Levi's Jeans Became SO Popular

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Published 2023-05-03
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Unless you are living under a very large rock, you have heard about the historical denim jeans industry leader: Levi’s. The story of how this brand came to dominate the global market of denim might make you look at your old blues a little differently.

Check out MUD Jeans: mudjeans.eu/

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For further reading, check out the sources for this video here:
docs.google.com/document/d/e/2PACX-1vTh5yZsE1n1_j9…

Script: Estelle Walton
Editor: Reid Valaitis
Lead Editor: Kirsten Stanley
Project Manager: Lurana McClure Rodríguez
Host: Levi Hildebrand

Want to work with Future Proof? Suggestions? Hate mail? Get in touch with the project manager, Lu: [email protected]

All Comments (21)
  • @got_style
    FYI: Levi Strauss never had any children; hence, our host is pulling our leg about his “grandpappy”🤣
  • @j.s.1878
    For a lot of people in third world country like mine, Levis jeans are considered premium. People tend to save up and spend "big" on a pair of levis that will last for minimum 2 years instead of buying cheaply made and easy to toss H&M or Zara or some Turkish/chinese brand. In here if you want a jeans that will last, you get levis.
  • when levi said his daddy owned the company for a second i actually believed that was his real dad
  • @loqu
    Got into raw denim out of frustration from my jeans being useless in a year then came across a Levi’s black label on sale. Never going back. Good video as usual.
  • @memathews
    Wore Levi's 501s to school starting in the mid-1960s. Just $5 a pair would get me through years of work (warehouses, truck driving, etc.) and wear before they shredded. Still wearing a pair from back in the 2000s, probably time to get started on my final pair 😂😂
  • As a Levi's lover, I've been waiting for this episode. I buy jeans second hand and you can buy used Levi's from any charity shop for like £25
  • @jacksonueland
    He talks about the writers so much that I’m convinced there is no team
  • @cyzhouhk
    Different jeans brands fit slightly differently, and Levi's is one of the only brands I have tried that has that "perfect fit" for me. I have three different pairs that I rotate along with other trousers depending on the "style of the day". I only wash my jeans once a week, but that's because I only do laundry once a week.
  • @Macsrus5
    Glad I watched til the end🤣 I thought your family really owned the company 🤣
  • I’ve bought only Levi’s jeans since the late 80s - I like the fit, the quality, and because I tend to buy secondhand, the price and durability. I’ve bought other brands as well, but always come back to Levi’s, because they just work for me.
  • When I was a kid, 501’s could definitely stand up on their own. Lol We had to wash them at home multiple times, usually with bleach, to get them soft enough to really wear. Those pants lasted forever. I think I still have a couple of pairs that I bought in the 80’s.
  • @realmahadeo
    For what it's worth, I've been wearing a pair of Levi's for 6 years since 2017, and though they look worn out a bit and have a hole, they are mostly doing fine. So yeah you don't have to change jeans every year. Still the original raw jeans would have lasted longer :)
  • @calibanrockz
    if anyone's looking for durable jeans look for something made in japan or made out of denim woven in japan. that's the good stuff. similar to well made leather shoes they need to be broken in a bit since they are stiff and heavy but they last much longer than the thin jeans other companies make they might look a bit "old school" to some people though, they often don't use modern fits like slim or skinny and they are way pricier
  • future proof has quickly become my favorite channel, and for the most part the reason i go on youtube:)
  • @MzShonuff123
    I only wear the denim from my youth (I’m 44; your generation horrifically refers to our jeans as “Mom Jeans”) because they’re still good, since they’re 100% denim. I still have jeans from high school (class of ‘96!) that don’t have any holes in them
  • I used to skateboard in jeans in the 80's and 90s so I've worn many brands of jeans, the two best were Levi and Ralph Lauren Polo. Now I just wear Levi's.
  • @MacDrizzzle
    I bought some 501s in 2015 and still wear them to this DAY ! TO THIS DAY ! and honestly still look great ..
  • @Kyle-fr7dj
    As someone who own a lot of Levi blue jeans, I have to say the quality and brand name is great but alternative are starting to catch my eye. My main problem is with cheaper denim I find that the color fades faster. My experience is with H&M jeans
  • @Lord_Mad_Dog
    im actually one of those raw denim nuts who washes their jeans like once a year. the not washing thing is especially true if your jeans are dyed with raw indigo and not the alternative found in most jeans today, though we do wash our clothes more often than we probably should in general. also good denim will tell you the weight of the fabric and those even slightly higher weights (15oz vs 9-11 in most levis) will take a patch much better so theyre easier to repair and stay repaired. the quality difference in weights is also really notable since ive been wearing the same pair of jeans basically every day for 2 years and they only needed one patch while a lot of other jeans ive had before would have been cut into scraps by the end of the first year. they do generally cost a lot more though ranging in price from $60 to $400+ with most settling in at the $150-$200 mark
  • @Gazza123D
    For me Levi’s quality control is the worst part about them especially with sizing. I could pick up several different washes and it is likely only one would actually fit me. Also it frustrates me so much how if a big guy wants to go and buy a more expensive quality pair of jeans like the Mud Jeans, they never do sizing above waist 38 - I personally love spending on quality products and I just can’t spend my money on them due to lack of availability.