VCU MASC 201 Creative Levi's Project


Levi’s for the People by the People (17 of 54)

Weekly Directive:  Democracy

I don’t understand.  Last week’s directive was “tough.” This week’s directive is tough.

Democracy… what do I know of political theory?

I would’ve blogged about Levi’s and “tough” all day long, but no, they only wanted three.

Figures- Now we have five blogs to do on “democracy”…  At least this is the last one.

I consider Levi’s jeans to be “All American.”  They are definitely, “By the people, and for the people.”  I guess they’ve always been for “the people”.  Sailors, miners, frontiersmen, railroad workers and cattle ranchers were responsible for settling the west and expanding the U.S. And during World War II, blue jeans were declared an essential commodity and were sold only to people engaged in defense work.  In the 1950s and 1960s, Levi’s jeans became popular among a wide range of youth subcultures, including rebels, greasers, mods, rockers, hippies and skinheads. Levi’s has always been incorporated with the common people.  I think Levi’s jeans should be the uniform of the common man.  Levi’s wearers are the people we depend on the most.  They are everywhere – workers, soldiers and even rebels. We, “the people,” wear Levi’s.


The Declaration of Denim-pendence (16 of 54)

We hold these truths to be self-evident, that all men are created equal.  Luckily for you, your  jeans are not.

Weekly Directive:  DEMOCRACY

I wanted to make Levi’s out of parchment, or a Declaration of Independence out of denim, but time would not permit it.  However, I did find a Declaration of Independence shot that resembled the rear of Levi’s Jeans, so I photoshop’d this image. Looking back, I wish I had emphasized on the red tag.


Weekly Directive:  DEMOCRACY

When I think of democracy, I picture the Constitution of the United States of America. When I think of  denim, I picture Levi’s Strauss jeans.   Adopted in 1788, the Constitution provided the world’s first blueprint for modern democracy. Established in 1869, Levi’s Strauss provided the world’s first blueprint for modern blue jeans.   The Constitution is one of the oldest written constitutions in use today.  Levi’s jeans are one the oldest jeans in use today.   I actually thought that the Constitution was written on hemp paper.  It was however written on parchment, a thin material made from animal skin.  So cancel any ideas I had of “hemp” Levi’s, and I don’t’ think “parchment” Levi’s would even be practical.  Besides,  I’m definitely not making anything with animal skin.  I don’t even like skin on my chicken, well unless it’s fried.  Umm, fried chicken… Wait I got it!

“It’s All Good!”


“Created By the People, For the People!”

Denim-o-cracy “Ass Out!” (14 of 54)

Weekly Directive:  DEMOCRACY

Well now, they got me felling a bit out of  my element.  I’ve served in the United States Marine Corps but still choose to refrain from politics solely based on my own ignorance.  I feel as though, I have enough to worry about day-to-day without adding the stress caused from concerning myself with things beyond my control.  You could say I’m ass out on this one.  The extent of my familiarity with democracy ends at its’ political symbol of an ass.

For the People (13 of 54)

Weekly Directive:  DEMOCRACY

“By or for the people!

Levi’s are made by people for people. What if Levi’s had an ad campaign to promote voting within its customer base? 

“Go Fourth and Vote!”

Present your voter’s registration card and get a free or discounted pair of Levi’s jeans. 

“Red, White and Blue jeans!”

What could be more democratic than the one item of clothing that “we the people” all wear?

“Le’ the People!”