Levi’s introduced the Lady Levi’s line in 1934.
The launch marked an important expansion of blue jeans into women’s clothing. Before this period, denim work trousers were strongly associated with men, labor, ranching, and outdoor use. Lady Levi’s presented a version designed and marketed specifically for women while retaining the brand’s durable denim identity.
The Lady Levi’s line did not mean that women had never worn jeans before. Women had worn denim garments for work, leisure, and western activities, but a major branded line helped make jeans more visible in mainstream women’s apparel.
Levi’s is the principal brand of Levi Strauss & Co. The company’s earlier riveted trousers, later marketed through famous styles such as the 501, formed the foundation for this expansion into women’s denim.