Levi’s® and Hailey Bieber show the loose, new Levi’s® 501® 90’s.

Comfortable clothing is not only comfortable, it should also make you feel good. Just think of your old favorite jeans that remind you of your carefree, youthful days. In this case, the 90s, when celebrities and style icons wore their 501® looser for a relaxed, casual look. For example, Hailey Bieber – a true supporter of the nineties style – now prefers to wear her 501®. Time to relaunch that looser, nostalgic fit as part of SS22. The result: the Levi’s® 501® 90’s.

The 501® 90’s is more relaxed around the hips and thighs. It offers a looser silhouette than the traditional 501®, but it’s not completely baggy either. You wear it just below the waist. The jeans are stylish, but have a looser fit. Choose a size larger or just a size smaller than normal: that depends on your preference. The inspiration comes from the late 90s, when looser fits suggested a touch of attitude. Nineties baby Hailey Bieber describes it this way: the fit looks just as good today as it did then. That shows how timeless that look is.

“Would your clothing style be inspired by what was in it when you were born? I think that’s crazy,” Hailey says about her love for nineties fashion. “I find the aesthetics of photos, movies and fashion from the 90s simply fascinating.”

To bring the 90s vibe to life, the latest addition to the 501® family is available in a variety of washed finishes, and even with a distressed look based on the popular vintage style of the time. Like putting on your favorite 501® from the 90’s, or time traveling to the 90’s to buy one – but with a thoughtful modern twist.

“Certain famous style icons of the late 90s wore their 501® looser and exuded a lot of attitude. That was inspiring, and it just felt right to bring that look back now. In recent years, new and stonewashed finishes have become popular. The more worn-out colors with vintage touches are therefore a popular change. The jeans are not only physically good: they also bring a touch of nostalgia to the jeans that you wore down to the thread in the nineties.” — Jill Guenza, Vice President of Design for Women’s Apparel at Levi’s, Strauss & Co.