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Jeans with a dash of tonic

April 21, 1969
April 21, 1969

Table of Contents
April 21, 1969

The Masters
Wondrous Willie
Pro Basketball

Jeans with a dash of tonic

Rough and rugged or rhinestone-studded, that great American classic, cowboy's blue jeans, has moved out of Haight-Ashbury and into the boîte this spring. In a year when pants are the fashion that challenges the miniskirt for a place on the hip, the hippest pants of all are the model that made Levi's a name that almost rivals that of Coke as an American product known around the world.

This is an article from the April 21, 1969 issue Original Layout

In response to the fad, Levi Strauss has launched a line called Levi's for Gals, for the first time in its 119 years making its famous jacket and fly-front pants in women's sizes. Aziyadé Venus wears them (left) with the added glitter of rhinestone buttons and Giorgio Sant'Angelo's silver mesh top and belt to shine at McGregor's Garage, a Greenwich Village restaurant decorated with oilcans and gas-station signs. Host Paul McGregor greets Aziyadé in his nightly uniform—well-faded Levi's.

The low-slung, hip-hugging Levi's cut has been copied by other designers, in every kind of fabric. Lilly Pulitzer launched a line of men's Pulitzer Jeans last year in bright hand-screened floral prints and now finds the girls are raiding her menswear shops to buy them. And Giorgio Sant'Angelo, the avant-garde Italian designer (SI, Jan. 13), has cut jeans pants and jackets line for line in purple satin (above) for more form-fitting shine by night.

TWO PHOTOSSTEPHEN GREEN-ARMYTAGE