Levi’s Casts Itself in ‘Hair’

Hippies, pedophiles, and hypersexuals rejoice: Hair is coming back to Broadway! And everybody's favorite jean genie is making sure the dungarees cast members wear -- and take off -- are as authentic as ever. The cultural phenomenon that extolled the virtues of masturbation, sodomy, oral sex and pedophilia, Hair debuted in 1967 at the apex of the sexual revolution. The first show of its kind let the sun shine in and taught us to respect astrology that much more, but it was hardly a fashion statement and more an artistic anti-war subtext that complemented the increasing opposition to the Vietnam war.

The music, penned by Galt MacDermot, is an infectious blend of rocky, melodic tunes and irreverent lyrics, which could clearly explain the whole hippie appeal, but nonetheless the freedom exhibited in the show was a synecdoche for the belligerent liberalism that stitched its way through the decade. According to the show’s costumer, Michael McDonald, the era’s bohemian recklessness is the perfect canvas for the Levi’s brand, which drove him to the Levi’s archives, from which he emerged with several appropriate pairs of jeans, namely the Original 501 in the aptly-named “acid trip” wash, the 527 Low Rise Boot Fit, and, of course, the vintage Reissued Bell Bottoms. The rest of the magic, of course, is up to him—no pants are authentically hippie unless adorned with random patchwork and careful touches of bohemian tapestry. If all goes, well, Hair will endure a run that will outlast any denim trend we’ve seen.