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Wearrative was started by Lisa and Chris Moore in Denver, Colorado in early 2017 after 25+ years in cancer diagnostics and regenerative medicine. It has been an incredible experience, and although our mission is to help others share the power of story, it didn't seem right not to share our story as well. We apologize ahead of time for the rambling, spelling errors and bad grammar. After all, it's sometimes the imperfections that make story great. Subscribe here to be notified of the latest and greatest from Wearrative.

 

Your Brains Look Great in those Jeans

 

We all know that great jeans attract the eyes of everyone around you, but how about attracting their brains too?

Did you know that your Levi’s have a great-great-grandfather story-quality to them that can impress people almost as much, if not more than, their looks? In fact, during WWII Levi’s 501 Jeans were changed to conform to rules set by the War Production Board to ensure the United States had all the resources necessary to win the war. Thus, the 1940's Levi 501xx Jeans had to make the following changes:

  • To conserve thread, Levi’s painted the trademark logo on the back pocket

  • To conserve metal rivets, Levi’s removed the rivets from the watch pocket

  • Many textiles manufacturers at the time made O.D. (olive drab) green fabric for camouflage, so these 501’s used them on the inside pockets

  • These early 501s also had the Levi's name printed on one side of the red tab on the back pocket

I learned this - AND SO MUCH MORE - about the history of jeans from the documentary called Blue Gold: American Jeans. The documentary, produced by Christian D. Bruun, follows Eric Schrader around the globe to find and sell the Jeans with the best stories. It is amazing what he can find for <$10 and sell for >$5K. In the documentary the war jeans discussed above sell for around $20K in Japan. Eric owns a vintage jeans store called Junkyard Jeans and searches the world for the greatest products with the greatest stories and sells them online.

I love this story so much because this is exactly what Wearrative is about. We are not trying to sell stories from the past but create ways to share YOUR STORIES from today. It is our belief, like the stories about Levi’s, that these stories allow you to get noticed in the most authentic ways.

P.S. Want a great way to learn more about WWII and early American history? Check out the Ken Burns documentary about the Roosevelt family.  

Here is to great stories and great products!

Chris