LEVI’S CELEBRATES 100 YEARS OF OVERALLS

Levi Strauss & Co. received the trademark for Freedom-Alls on October 22nd 1918. This was the first garment designed by Levi’s specifically for women. Referring to the functionality of the garment and America’s entry into World War I, Freedom-Alls were a form of self-expression and empowerment. Commonly seen in the early years as a one-piece suit with a belted tunic over harem pants. The first colour-ways were blue with pinstripe pants and heavy khaki. They gained popularity after proving to be useful not just for housework, but for outdoor activities too, such as horse riding. “The story of jeans is often told as a men’s story,” said Emma McClendon, associate curator of the museum at the Fashion Institute of Technology. “Side by side it’s a women’s story about unconventional garments, freedom and empowerment.”