Levi's new line is inspired by the underground Louisville music scene in the '80s
An iconic clothing brand drew inspiration for its newest line from a scene that emerged decades ago in Louisville.
Think about '90s grunge -- bands like Nirvana, Pearl Jam, Soundgarden. This movement is mostly attributed to Seattle.
But Levi's Vintage Clothing says the road to that scene began "deep within the teenage bedrooms of Louisville."
"Teenagers were emerging from the local punk and hardcore scenes and forming bands. What they shared was an unorthodox songwriting approach and an uncompromising attitude," Levi's writes on its website. "On several occasions, these Louisville bands seemed ready to break out and become the next big thing. But an unwillingness to compromise kept them just below the surface, solidifying their place in music history as true underground originals."
They say those bands' uniform of choice was a pair of classic ’80s Levi’s 501 Jeans mixed with strong graphic elements -- inspiring a new line for fall/winter 2020.
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It also features a lot dark reds, mustard yellows and purple.
The brand thanked Louisville Underground Music Archive, an extension of the University of Louisville's libraries, for help with the project.