VCU MASC 201 Creative Levi's Project


Jean-etic Modification (30 of 54)

Weekly Directive:  PROGRESSIVE

I was having trouble coming up with my last post for Progressive.  I needed a progressive process that would be interesting when applied to Levi’s.  In Philosophy class, we were discussing genetic modification, cloning, and the stages of their advancement.  Genetic modification is certainly a progressive process which has improved over time.  Many of today’s plants and animals are the product of genetic modification i.e. cross-pollination and selective breeding. Levi’s jeans were also continuously modified throughout their lifespan, yet there is still a demand for “the original 501.”  Our MASC instructors suggested ways to help generate creative ideas like, going back in time, using unrelated concepts, and even placing our subject in an atypical situation. If we can use genetics to recreate mammoths or to produce bigger tomatoes and smaller dogs, why can’t we apply the same “techniques” to modify Levi’s for that perfect fit or to recreate “the original 501?”

What if archeologists unearthed an original pair of Levi’s 501’s, while excavating an abandoned gold mine?  Scientist from around the world armed with Jurassic Park-like equipment would race to extract the precious 501 DNA. I picture a microscopic image of the Levi’s red tag being extracted from the nucleus of a single cell.  I’m sure the first attempts at reanimation would probably produce pairs of deformed Levi’s. One leg would be shorter than the other, or maybe some would come out with three legs. I think they could be a new style –  Levi’s 501-M’s, the classic look and durability of the original 501’s with the comfort and style of today. Or maybe scientists accidentally create a progressive Levi’s virus, and the Levi’s cells start invading other cells under the microscope.

It could be called the Levi’rus!



Bootleg-cut (29 of 54)

The Prohibition of Levi’s

Weekly Directive:  PROGRESSIVE

The Progressive Era in the United States was a period of social activism and political reform that flourished from the 1890s to the 1920s. Prohibition was one of the most notable products of the Progressive Movement, making it illegal  to manufacture, transport, import, export, sell, or consume alcohol and alcoholic beverages.  It was unsuccessful in North America and elsewhere, as bootlegging  became widespread, and organized crime took control of the distribution of alcohol. Prohibition came to an end in the late 1920s or early 1930s in most of North America and Europe, although a few locations continued prohibition for many more years.  What if the Progressive Movement had set their sights on regulating Levi’s?  I mean, it could happen.   Let’s not forget, the government  “prohibited” the sale of Levi’s to non-defense workers 10-years later during WWII, and even went as far as banning jeans at school and the work place.  Levi’s wearers during those times were just a persistent as the bootleggers, rum runners, and  moonshiners during the Prohibition period. Prohibition increased the demand for alcohol,  fueled organized crime giving birth to the speakeasy and an  underground/”bootleg” culture.  The demand for Levi’s also increased during times of regulation a”s did the “bootlegging of Levi’s.   Could you imagine getting your Levi’s from Al Capone or even “bootlegging” Levi’s? What if there were secret clubs for Levi’s wearers? There are so many possibilities, but I really like the idea of a 1920’s Levi’s Speakeasy.  That would make a sick TV commercial…

“Now that’s Progressive!” (27 of 54)

We’ll pick yo’ ass up!

Weekly Directive:  PROGRESSIVE

This week’s directive is Progressive, and I know I’m going to see Flo in Levi’s and numerous references to Progressive auto insurance. So thought I’d take it a step further than just the idea of an insurance policy to cover your Levi’s. I actually had Progressive motorcycle insurance when I had both of my accidents, and they compensated me for all my ridding gear except my jeans, which the paramedics had to cut-off of me. So what if Levi’s did have a “Pants Policy?” How would it work? If you split the crotch while bending over, would that require comprehensive coverage? Would stains and knee-hole coverage come standard like roadside assistance, when you have a blow-out or run out of gas? Would it cost more to cover children or those, who make cut-offs? How about if you got into a fight or let someone borrow your Levi’s, and they were responsible for trashing your “trousers?” Would you have to exchange insurance information? What would be the Kelly Blue Jeans Book value be for Levi’s jeans?

Progression of Levi’s (28 of 54)

Weekly Directive:  PROGRESSIVE


I wanted to create a visual timeline that was also a line graph.  My first version was coming along so well, when my computer encountered a runtime error. Whatever that means… It means all my work was lost.  I already spent all day researching and designing my post, and wasn’t thrilled about having to start all over, but I had no choice. I wish I had more time to develop my concept, Sorry.