Lois Started In The Early 1960s
The Spanish Lois denim brand was established in 1962 by Manuel and Joaquin Sáez Merino. As one of the first European denim brands, they peaked especially during the 1970s and 1980s. Their iconic fits, and especially the flare pipe jeans styles were an instant hit in the fashion industry. They were worn by musicians and other famous people who embraced the denim brand. Time to dive into the history of the brand.
Worn By Many Musicians And Famous People
One of the UPS’s of the Lois brand were their colorful jeans and corduroy pants. They were often described as sexy and fashionable, different than most of all American workwear-inspired pairs of jeans in that period. Lois was always strongly linked to the music industry as they started to sponsor the Dutch Pinkpop festival in the early days. A festival that became huge during the years with international musical acts. Sold out very quickly each edition. It wasn’t therefore strange that Lois was soon picked up by icons as the Swedish pop group ABBA which started in 1972. Two years after their start in 1974, they were the first Swedish winners of the Eurovision Song Contest with their song Waterloo. The group made it as one of the best-selling music artists in history with records sales that are estimated to be between 150 and 385 million sold worldwide.
Next to this famous group, Swedish top tennis player Björn Borg was seen very often wearing the Lois denim brand too. He won 11 grand slam titles and won 64 tournaments during his tennis career. Also, Rod Steward and even legendary Dutch soccer player Johan Cruijff were dressed in Lois and seen in the brand’s campaigns in the early days.
Proudly Produced In Spain
Since the 1960s, Lois has been manufactured in Spain and a small part in Portugal. They’re working closely together with their main factory in Valencia, Spain. This in order to maintain control over the entire production process. Their main denim supplier is Evlox. Therefore, they use the denim mill’s sustainable denim fabric option called Recycled Denim. With this recycled denim option, Evlox uses 90% of the water usage within the production later to water their cotton fields.
Nowadays, Lois is designed in the denim capital of the world Amsterdam. Same as in the early days of the brand, the collections are made by the oldest tailor family in Spain. This is to keep the quality at a top level.
The Highlighted Denim Jacket
The Lois denim jacket that is highlighted in this article is the brand’s cornerstone, Torero. The first production runs of this denim jacket style had quite long arms, so soon after its launch it was known as the denim jacket with monkey sleeves. If you see vintage examples of this jacket, you will notice heavy fades on the sleeves as they were rolled up most of the time.
This version shown here is a small kids size. It’s a denim jacket for 4-year-old cool denim rebels. Not sure about the age, but probably produced somewhere in the 1970s. It’s made with a lefthand denim fabric, which became extremely soft during all those years of wear and wash. It shows a beautiful vintage look with strong honeycombs on both sleeves. The leather patch on the waistband still shows the Lois brand logo, but fanished almost.
The denim jacket itself is heavily inspired by the famous Lee Rider jacket. It shows slanted pockets and pleats on the front. The two top buttons are placed on the front yoke of the jacket, something you don’t see so often. The buttons gained a nice patina and there are some wear spots as well. All in all, a perfect worn-in Lois denim jacket from the Spanish denim brand.
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A story worthy of being told and to be read and known. I loved it. Thank you for writing it, posting it and sharing it.
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