During the 1930s, there was a surge in popularity for cowboy tours, offering a chance to live the life of a cowboy on a ranch and immerse oneself in western culture. At that time, denim had become a staple for men's fashion, but not yet for women. However, with growing interest in cowboy tours, the demand for women's denim rose, and Levi's responded by introducing a lightweight denim option for women.

GH denim is a replica of the 1930s denim, a period when denim had taken center stage in fashion. Marilyn Monroe, the renowned actress, was selected as the face of the cowboy tour advertising campaign.

Great Habit fabrics are made with a lightweight flax weave for a more comfortable feel. The blue color represents the blue skies of California, echoing the western setting of the cowboy tours. In essence, the Marilyn Denim represents a piece of fashion history and pays homage to the 1930s western culture.