San Francisco was the spiritual home for the Hippie movement. Synonymous with the cult was the flared blue jean; head to toe denim worn in and worn out. Easy style; easy life; long hair for all, this was the birth of the free love drug culture. It makes sense given that San Francisco was and still is the home of the legendary Levi Strauss. The Hippie trail was in legend much more about the Levi Brand than any other although Lee and Wrangler jeans played a big fashion role.

©Le Fabuleux roman du jean, levis story (1990), ©Denim from cowboys to catwalks, a visual history of the world's most legendary fabric (2002)

The Woodstock festival at Whitelake NY state galvanised the the peace and love hippie movement. Thousands of denim wearing hippies attended and clothing companies launched special editions for the festival. Lee jeans launched their brilliant blue rainbow denims. Levi's limited edition decorated jackets are a great example of how the embellishment of the brand has evolved.

Embellishment and decoration has gone from strength to strength since the Woodstock days of anti - establishment denim messaging. Hardly a jean exists without some embellishment or treatment even if it is only to emulate its being worn in or worn out.

The great Levi's have revived the Summer of Love vintage. Freedom, happiness and carefree.