Back in the early 1990’s when I was in upper secondary school and Beverly Hills 90210 was showing the way to dress and do one’s hair, the Levi’s 501 jeans were the ultimate style statement. They were also one of the first encounters I had with counterfeit products as people brought back jeans from their holidays in Turkey or the Canary Islands. Russia and Estonia were also close enough to go shopping for inexpensive clothes and pirate CD’s. Even if I have to admit that the 501 were not the most flattering jeans I’ve ever had, throughout the years Levi’s has always represented the True Blue Jeans somewhere deep in my mind. So when a friend of mine who is working for the company invited me to visit a sample sale here in Brussels, I got curious. And even if I’m not in the mindset of buying anything at the moment, I came home with a couple of interesting items. Still the tags “Made in Sri Lanka” and “Made in Turkey” remind you that Levi’s is a huge global corporation and scrabbling through the small mountain of jeans you could smell the chemicals floating in the air. I really hope that companies like Levi’s would take a stronger position when it comes to social and environmental responsibility so when wearing Levi’s you wouldn’t just look good but feel good and do good!