Levi’s Jeans are synonymous with the roll-up-your-sleeves work ethic of America’s greatest generation. Which is just one reason you should pay close attention to the first installment of The 501® Jean: Stories of an Original. Simply titled “Work”, the first of three 6-minute videos celebrating the iconic brand’s place in American cultural history focuses on the 501’s origin and its roots as the utilitarian garment for coal miners, cowboys, industrial workers, bikers, and rock n’ roll aficionados, all the same.
Narrated by Ramblin’ Jack Elliot, “Work” begins at Levi’s inception, and the miners and manual laborer’s they were first constructed for, bringing us up to date with first-hand accounts from workers at Cone Mills—the same American factory that has been producing the denim for Levi’s since Day 1. “Work” closes with none other than Henry Rollins rounding out the clip waxing on about the DIY ethos, and the entire video is set to a score by Ernest Greene, pka Washed Out.
Watch “Work”, part 1 of The 501® Jean: Stories of an Original, here.