Levi's® LVC 1937 501's® Japanese Selvedge Denim (Made in Japan)

As America slowly emerged from the depths of the Great Depression, the 501® Jeans of 1937 evolved into a mix of old and new. 1937 was a challenging year for America. The Great Depression was in full swing. Work was scarce and many Americans lost their farms and homes. But ever the optimists, the people of San Francisco persevered. The iconic Golden Gate Bridge was finally completed in 1937. And like the Levi’s® 501® Jean, it was held together with rivets — 1.2 million of them. The 1937 501®Jean still came with a cinch back, but the suspender buttons on the waistband were removed. Press-on buttons were given to customers who just couldn’t live without them. On the right back pocket, the 501® Jean was adorned with the now-famous Red Tab. First introduced in 1936, this device was meant to differentiate Levi’s® jeans from competitors in the marketplace. And in response to consumers who complained that their jeans were scratching their furniture and saddles, Levi’s® began sewing the back pockets so that they covered the rivets. To emphasize this point, they introduced the first pocket flasher. Made in the now-famous salmon colour and placed into the right-back pocket, the flasher had arrows pointing to the corners of the pockets with the words, “The Rivet’s Still There.”