As we celebrate Women’s History Month and International Women’s Day on March 8, we’re looking back on a defining moment in our company’s history: Lady Levi’s®.
Levi Strauss & Co. introduced Lady Levi’s®, the first-ever jeans designed for women, in 1934. It was a time when women were expected to wear skirts and dresses, but a broader shift was underway. During World War II, women were stepping into roles and spaces that had long been denied to them, often choosing to wear men’s 501® jeans while doing so. The women wearing jeans were asserting their right to move, work and be seen — whether they were working on ranches, exploring the outdoors or simply opting for comfort over convention.
Lady Levi’s® was a revolutionary product that reflected this broader movement, going beyond clothing and representing women’s choice, freedom and self-expression.
Watch the video below to learn more about Lady Levi’s® and how we continue shaping a more inclusive future for all women nearly a century later.
