Cheung

Initially, when I was a teenager, Levi’s felt cool and sexy to me. Afterwards, I became fascinated with its history, and loved the 501 from a pure design standpoint. I love the fact that the design has been tested, probably by more people, for more time, than any other piece of clothing.

Three things. Practical design, social value and constant evolution. Let me expand a bit on those. Firstly, Levi’s evolved from workwear, so there’s an inherent practicality about jeans – pretty much anyone can wear them anywhere, any time. Secondly, Levi’s have social value, and by that I mean, they are more than just a pair of cotton trousers, but they represent history, culture and self expression. There are many jeans, but Levi’s were there at the birth of rock n roll, punk, grunge, hip hop – worn by Steve Jobs and Rihanna. That’s social value. Then they have constantly evolved. Even the legendary 501 has changed many, many times in its history. Its shape has subtly changed to reflect changes in taste. All these factors help keep Levi’s relevant and timeless.