The relationship between Japan and Levi's began after WWII, with American G.I.s introducing 501 jeans to a scarcity-driven market. These jeans transformed into a symbol for a younger generation, leading to a growing interest in classic Americana. By the 1970s, vintage Levi's prices soared, sparking a domestic denim industry in Japan, especially in Okayama and Hiroshima, that produced high-quality selvedge denim. This expertise in denim manufacturing has been recognized worldwide, especially with Levi's new Blue Tab collection made from Japanese fabric, showcasing their craftsmanship and innovative fabric treatments.
"The Japanese have such skill when it comes to denim...They've got a great understanding of how to create beautiful fabrics, and an amazing capability when it comes to washing and construction."
"The 501...became something that spoke to a younger generation looking to break free from the traditional confines of their parents' way of dressing."
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