Tag Archives: levis

The Jean Genius

If you’re a Bowie fan you probably have a selection of his albums, tapes, cd’s and downloads in your music collection…. hit-after-hit stretching across six decades from 1969’s Space Oddity to 2016’s Blackstar.

For a few years though, until his WOW moment on TOTP in 1972, as implausible as it sounds, Bowie was on course to be a one-hit-wonder…. just like Thunderclap Newman with ‘Something in the Air’ or Norman Greenbaum with ‘Spirit in the Sky’

Then along came Ziggy Stardust and the rest as they say is history.
Bowie went on to become arguably the most influential artist of the 70s….. continually reinventing his sound and persona and influencing the tastes of a generation along the way.

As an example of the latter, on October 1974 David Live was released, it was a decent album showcasing Bowie’s transition from Glam to Soul with a great version of Eddie Floyd’s ‘Knock on Wood‘, but what captured my attention as much as the music was the DB suit DB wore on the cover.

Up until this point Bowie’s wardrobe had consisted of elaborate Japanese jumpsuits, kimonos and leotards.

Distinctive, perhaps, but not the kind of thing you could buy in Krazy House and wear to Shuffles on a dreich Saturday night in Glasgow!


A cool, smart suit on the other hand was something we could relate to, so on our next pay-day, a few of us went up to Glasgow to Jackson the tailors on Union St to order our own made to measure* version of the double-breasted tin-flute Bowie sported on the record sleeve.
*Mark Arbuckle covered the made to measure process brilliantly in this piece.
https://onceuponatimeinthe70s.com/2021/04/21/customers-incontinence-and-conga-lines/

After a few weeks the suits were ready and when we went up the town that Saturday night we all felt pretty ‘gallus’ in our high-waisted, loose-fitting trousers, and shorter-length, double breasted jackets, as did half the male population of Glasgow, who all had the same idea!

I was pretty much hooked from the minute I saw Bowie perform Starman on TOTP in 72 and stayed a fan all the way through his career.
I loved his 70s personas and in particular the Thin White Duke period which frustratingly he never talked about much… owing to the fact that he had absolutely no recall of recording the Station to Station album!

In fact he was so bonkers and strung out during this period (75-76) that he reportedly kept his own urine in a fridge.
This in part was due to a falling out with Led Zeppelin’s Jimmy Page….. Bowie became paranoid that Page (well known for dabbling in the occult) would engage some form of black-magic against him if he got hold of his bodily fluids.

Based in LA and weighing in at a meagre 7 stone, his diet at the time consisted of milk, peppers and heaps of Colombian marching powder.
It’s well documented that Bowie fled this life of excess to regain health and sanity in Europe, specifically Berlin, and by the release of Heroes in 1977 he was in a much better place, both physically and mentally

Bowie 75
Bowie 77

I actually came into The Starman’s orbit very briefly in 1983.

I was working at Levis and we were developing a campaign to promote our 501 Jeans, which at the time, we couldn’t give away in the UK, in fact the only European country who sold them in any volume was Sweden.

UK retailers didn’t want to stock them as they were more expensive than our regular jeans and they reasoned that consumers didn’t like the American fit (low waist, straight leg).

Nonetheless, our chiefs in San Francisco had planned a global strategy around the 501, it was the original jean, which was the main point of difference for the brand in the US, where Levis was coming under threat from designer brands like Calvin Klein…. so we had no choice but to try and make it work.

I was part of a team tasked with coming up with innovative ideas to support the 501 campaign in Europe and as a first step we came up with the simple, but not so innovative idea of getting contemporary icons to wear 501’s the way James Dean & Brando used to, back in the day.

It was a classic ‘seeding’ strategy which more or less consisted of giving product away…. to opinion leaders (musicians, actors, sportsmen, models, etc), in order to get the product seen on the right people.

It’s a concept that can work pretty well if all the planets align.
As an example…

In early 1983 we sent some Levis denim jackets to an up and coming band coming out of Dublin called U2, Bono cut the sleeves off his jacket and wore it relentlessly.
The band released the albums War and Under a Blood Red Sky in 83 and it became U2’s big breakout year, Bono was everywhere… wearing his self-customised, sleeveless Levis jacket

To show how this filters down…
I met Charlie Nicholas in the Holiday Inn Glasgow around this time as we had a mutual friend, as soon as Charlie heard I worked for Levis he asked me if I could get him a Levis denim jacket “to cut the sleeves off… just like Bono”.

Within months, retailers started selling out of our denim jackets, sales tripled and we eventually had to increase our jacket production and develop our own sleeveless version.

The other avenue we explored was official sponsorship… ‘let’s get the coolest rock stars and bands to wear and promote Levis by sponsoring their tours’.
Everyone does this now but it was a new concept back then.

This was trickier than you’d think… some people in the room actually thought it would be a good idea to approach the gods of double-denim, Status Quo and there were a couple of Gary Numan fans in there as well… however to most of us it was clear we needed someone with gravitas, credibility and a wide appeal.

After some debate and research we discovered that Bowie was scheduled to tour (Serious Moonlight tour) in support of his new album – Let’s Dance, so he became the prime candidate.

To be honest we weren’t very optimistic that he’d go for it but he liked the brand and a few zero’s on a cheque later… the mighty DB was on board.

The concept worked so well that we repeated it over the next few years with tours and one-off events, but the tipping point for the brand in Europe came when we launched the famous 501 Laundrette ad with Nick Kamen in 1985, which also propelled ‘I Heard it Through the Grapevine’ to number one in the charts.

Ironically, the same retailers who claimed they couldn’t sell 501’s in 1983 were now begging for as much stock as they could get their hands on….

Bruce Springsteen and the E street band – Wembley 4th July 1985

Sting’s first solo tour 1985

Ultravox’s Lament tour 1984

Of course, guys like Bowie and The Boss were never going to do meet and greets no matter how much money they were paid, but Sting and the Ultravox guys were contracted to come and meet customers and prize winners after the gigs, which they mostly did although Sting’s face was usually tripping him, unlike Midge Ure who was always accommodating.

My brief Bowie moment came when he popped into our London office, he looked incredibly healthy and was extremely friendly and charming, he happily signed a few bits and pieces for some of us including a tour programme and the Let’s Dance album sleeve (pics of both below ) and before we knew it he was whisked away.

In truth, I struggled a bit with the 90’s Bowie, particularly the Tin Machine period but I got back on board in the noughties…. a return to form, spring-boarded by his stellar Glastonbury performance in 2000 when he decided to give the people what they wanted…. a set-list made up of his best songs.

Although I’d been a big fan in the 70s I had never seen Bowie live and the first time I saw him perform was when we took some customers to see his Serious Moonlight gig at Murrayfield in Edinburgh in June 83.

The next time I saw him perform live was the most memorable.
It was at the Hammersmith Odeon in October 2002, his first return to that venue since the shock July 1974 retirement announcement when he ‘broke up the band’ live on stage…. to their complete bemusement.

“Not only is it the last show of the tour, but it’s the last show that we’ll ever do. Thank you.”

It helped that we had fantastic tickets for that show, centre stage, six rows from the front.
I’ve no idea how long Bowie performed for but it must have been close to 3 hours… he played 33 songs starting with Life on Mars, finishing with Ziggy Stardust and included a song he’d only ever played live once before… the majestic Bewlay Brothers from Hunky Dory.

I also saw Bowie the following year at Wembley arena on his last live date in London.
He seemed so fit and healthy at 56 but six months later whilst still on the same gruelling ‘Reality’ tour he had a heart attack on stage in Hamburg and that proved to be his last ever gig.

He released an album in 2013, The Last Day, which raised hopes that he was fit and well but it all went quiet again, and then out of nowhere a new album – Blackstar dropped 3 years later on his 69th birthday, this was the encouraging news we’d all been waiting for… maybe we would even see him play live again?

He died two days after its release on the 10th of January.

There was much outpouring of grief when the news broke, he meant so much to so many people and it’s probably the only celebrity that I’ve ever felt sustained grief over.
I had grown up with Bowie from age 13, my kids had grown up listening to him, he’d been a fixture in my life for 45 years, and suddenly he wasn’t there any more.

But even in the end Bowie did the most Bowie thing ever, bowing out on his own terms with an innovative, out-of-the-blue, jazz-based album that nobody knew anything about until the day of its release.

If you listen to the lyrics it’s an album made by a man who wasn’t ready to leave us but knew he wasn’t going to be with us for long.
To this day I still find it hard to listen to that album…….

‘Something happened on the day he died
Spirit rose a metre and stepped aside
Somebody else took his place, and bravely cried’
“I’m a blackstar, I’m a blackstar”

All hail the Starman…..

My top 12 Bowie songs change all the time, this weeks selection is….