For the past few decades, Levi’s has been dealing with a problem the king of American jeans created for itself.
The San Francisco denim slinger made jeans so well throughout the twentieth century that it is continuously measured against a standard it has struggled to maintain in a modern, globalized fashion economy.

Levi’s jeans and denim jackets produced from the 1970s through the early 1990s have long been a hot commodity on the vintage market, and examples produced earlier than that have sold for exorbitant prices.
Limited edition one-offs and short-lived sub-brands have met or surpassed that vintage standard. However, the brand has struggled to maintain a continuous collection of core pieces that match the coveted quality of generations past.

That is, until the Blue Tab collection was launched in April 2025. The elevated assortment utilizes Japanese denim, and in a few cases, Japanese craftsmanship, to reproduce the denim made in America until the 1990s.









