Denimology

Levi's® Archive at Oki-Ni

Oki-Ni is proud to present you with their new Levi's® Archive feature. Set to launch officially tomorrow, June 11th, Denimology readers get a sneak peek at what is to come - check out the Oki-Ni website for more images!

This Levi's archive features a more detailed history of Levi Strauss and the brand as well as pieces from special collections such as the original RED collection from ten years ago, a vintage big 'E' jacket, and other extremely collectible garments, authenticity certificates and other paraphernalia. Launching with a brief history of Levi's, the archive will eventually go on to include detailed brand information and copy for individual pieces.

Lily Cole in Levi's Jean Shorts

Creamy-skinned supermodel Lily Cole enjoys a walk with Enrique Murciano along the Croisette in Cannes wearing a pair of Levi's cut-off jean shorts.

Levi's Jeans Star in 'Hair' on Broadway!

Once upon a time, Levi's jeans were made strictly for the working man. Times have changed and the iconic denim brand has hit Broadway. The company has signed on as a sponsor of its first Broadway show -- the revival of Hair, which opened on March 31. Hair, the ground-breaking musical set in the 60's, features all the current denim trends of the season: distressed, destroyed, and vintage wash. The looks were created by leading costume designer Michael McDonald and the alpha-omega of denim, Levi's jeans.

And by the way, I've added an amazing performance from the Letterman Show! Check it out! My eyes got all leaky... don't laugh! The Levi's are just beautiful!

Continued (with more photos)...

Mischa Barton in Levi's Jeans

Finally coming back to a TV near you... Mischa Barton. Mischa wears a pair of high-waist Levi's jeans while filming a scene for her new CW TV show, 'A Beautiful Life', produced by Ashton Kutcher.

First Look: Screaming Mimi's 30 Year Jean

New York vintage mecca, Screaming Mimi's is celebrating their 30th anniversary with the only fashion item as timeless as the store itself: jeans. Called the "30 Year Jean," the jeans feature a high waist and exagerated wide leg as well as hidden anniversary embroidery where the inseams join. Conceived by Paper Magazine co-founder Kim Hastreiter and designed by ex-Heatherette associate Mack Dugan, the most dramatic detail, the 30 beltloops circling the waistband, signifies every year the shop has been dressing and inspiring fashion darlings like Alexander Wang, Chloe Sevigny, and Anne Hathaway.

Starting today the jeans are exclusively available in the New York flagship located at 382 Lafayette St.. They will also be available online at ScreamingMimis.com begining May 11 and at the seasonal Montauk store in the Hamptons beginning May 21.

Onvis True Stories and Blue Virgin Denim

ONVIS is an Italian denim brand that goes beyond a classical consumer brand approach. ONVIS is literally living through its wearers. By offering people raw denim jeans - 'Blue Virgins' - and asking them to live in their products everyday by (ab)using them as much as possible. Once daily life has left its traces on the denim, ONVIS encourages the wearers to send back their pair of worn-out jeans and ONVIS replicates the pattern for a possible next limited edition of the so called 'True Stories' collection. If your jeans are selected to be the next style created, you will earn royalties of up to 5,000 Euros! Both the raw jeans and the re-created distressed and worn in True Stories versions are for sale on their website and they ship worldwide. Be sure to check out the true stories behind those who inspired these styles below, including a music producer and DJ, a young architect, a photographer in San Francisco, and a designer from London. What will your true story be?