Comfort isn’t just about fit, it’s also about what makes you feel good on the inside – like an old favorite pair of jeans that reminds you of those carefree days of youth. In this case, it’s a memory tied to the 1990s, when celebrities and style icons famously wore their 501®s a bit looser, with a relaxed, slouchy vibe. The same way that Hailey Bieber—a big fan of ‘90s style—likes to wear her 501®s today. So, for Spring/Summer 2022, Levi’s® is bringing back that slouchy nostalgic fit with the new Levi’s® 501® 90s and partnering with Hailey to show off its cool throwback-meets-modern style.
With a more relaxed fit through the seat and leg, the 501® 90s offers a silhouette that’s looser than the traditional 501®, but that doesn’t stray into baggy. It sits just below the waist and offers a stylish yet roomier fit that can either be sized up or sized down depending on how you want to wear it. Ultimately, it taps into that great late 90s vibe when looser fits offered just a little bit of attitude. It’s a fit that, as ‘90s baby Hailey Bieber points out, looks as good today as it did back in the day, which is a testament to its enduring style.
“It’s cool to look upon the era that you were born into and just draw inspiration,” says Hailey, who was born in 1996, about her love of ‘90s style. “Just the aesthetic of the photos of the ‘90s, the movies of the ‘90s, the fashion of the ‘90s. It’s just fascinating to me.”
And to further drill down on that great ‘90s vibe, this new addition to the 501® family comes in a range of washes that feature worn-in finishes inspired by the popular vintage looks of the era. It’s basically a favorite pair of 501®s that you had in the ‘90s, or wish you could go back and get from the ‘90s, only re-engineered and re-imagined with a contemporary spin.
“We were really inspired by how some of the great style icons of the late ‘90s wore their 501®s, with a slouchy fit and a ton of attitude. It just felt so right for right now. And with finishes that have been really clean and stone washed for a while, it’s nice to see a return to something more well-worn and vintage-inspired. It’s a jean that’s not only physically comfortable but taps into that nostalgia of a jean you loved and wore back in the day.”—Jill Guenza, Vice President of Design for Women’s Apparel at Levi’s, Strauss & Co.
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