RALPH LAUREN RECREATES WWII RATIONED LEVIS 1944 BEAMS COLLAB — Quick Facts
Ralph Lauren's Double RL has recreated 1940s Levi's jeans that were manufactured under WWII fabric rationing, removing decorative elements like arcuate stitching and using alternative pocket linings to conserve materials for the war effort. The collaboration highlights how scarcity-driven design decisions from 80 years ago now command premium prices in the vintage market, with original 1940s S506xx jackets selling for over $10,000 today.
Key Data Points
- Original 1940s WWII-era S506xx Levi's jackets sell for over $10,000 on the vintage market today due to scarcity and historical significance
- Vintage Levi's searches jumped 142% year-over-year in 2023, with vintage denim sales growing at nearly triple the rate of overall secondhand apparel
- Ralph Lauren's recreation costs 148,500 yen (~$947 USD) and uses 16oz selvedge denim woven in Japan, available only in 1940s-accurate sizing
- Japan's denim market is projected to reach $4.30 billion by 2035, growing at a 9.04% CAGR, driven by demand for high-quality selvedge denim
- During WWII, the War Production Board's Office of Price Administration controlled Levi's construction details, forcing the removal of all decorative stitching and use of scrap materials for pocket linings
Frequently Asked
- Why did Levi's remove stitching from jeans during World War II?
- The War Production Board classified Levi's as 'staple work clothing,' and the Office of Price Administration controlled construction details to conserve material for the war effort. Arcuate stitching on back pockets was deemed decorative and non-functional, so it was eliminated. Levi's painted fake stitches on instead to avoid confusing consumers accustomed to the design.
- How much does the Ralph Lauren WWII Levi's recreation cost?
- The Type I jacket costs 148,500 yen, approximately $946.72 USD. It's made from 16oz selvedge denim woven in Japan and constructed in America, available only in sizes L, XL, and XXL to match 1940s sizing.
- What are original 1940s Levi's worth today?
- Surviving examples of S506xx jackets from the 1940s sell for over $10,000 on the vintage market. An 1890 pair of Levi's can fetch $50,000 to $100,000, while 1920s pairs range from $25,000 to $50,000.
- Why is vintage denim becoming more popular?
- According to a 2023 ThredUp report, searches for 'vintage Levi's' increased 142% year-over-year, with vintage denim sales growing at triple the rate of overall secondhand apparel. Young consumers who previously collected sneakers are now moving into vintage denim collecting.