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Since the introduction of the first pair of Lady Levi’s® in 1930, wearing Levi’s® has been a bold statement for independent women. Today, clothing can be gender neutral. Anyone who identifies as a woman has the freedom to dress any way they want.  But back in 1981 when the Women’s 501® was first introduced, it was a cultural signal to women who wanted a story of their own. A story about independence, freedom and power. No more borrowing a pair of 501’s® from your brother or father.  The story of Lady Levi’s® starts in the American West with practical, tough women. And those jeans evolved just like the women who wore them. Together, they changed and shaped fashion and pop culture through each generation.  ## THE STORY OF LADY LEVIS® STARTS IN THE AMERICAN WEST WITH PRACTICAL, TOUGH WOMEN. And those jeans evolved just like the women who wore them. Together, they changed and shaped fashion and pop culture through each generation. But the art of customizing blue jeans was born in the 1960s, with designers like Love Melody in NYC. She’d cut up pre-loved 501’s®, add rhinestones, crystals and turn them into something sexy, audacious and personalized. Her designs embodied independence and the creative spirit of the 1960s. And Levi’s® were at the center of it.  Like precious memories saved in a time capsule, 40 years later people had hung onto those pieces. Love Melody’s Levi’s® designs looked as sharp and stylish as the day she made them. The Levi’s® digital archives provide essential inspiration for designers of this generation of pioneers. Join Archives Director Tracey Panek while she shares riveting stories of authentic, powerful women and how they lived in Levi’s®. Enjoy benefits like free shipping, exclusive access, birthday rewards and more. 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