Levi’s® “Vault” of Vintage & Collectible Treasures

Inside Levi's® Vault

Over the past few months I have written about the history of Levi Strauss & Co., vintage & collectible Levi’s® garments, how to recognize authentic vintage Levi’s® jeans, where to find vintage & collectible Levi’s® products, old commercials, print advertisements, and celebrities who loved their Levi’s®. Here is the cool thing…. most of these are stored in the Levi’s® Archives and some are available for public viewing at the S.F. Headquarters in an area known as “The Vault”. Continue reading ‘Levi’s® “Vault” of Vintage & Collectible Treasures’


Levi’s® Jeans – From the Bunkhouse to Hollywood’s Walk of Fame

John Wayne in "Stagecoach"

Since their inception, Levi’s® jeans have been a favorite of Prospectors and Ranchers. But, how did they crossover to Hollywood and to become a symbol of romance, adventure, and independence?  The hot movie ticket in the 1930’s was the Western.  Cowboys wore blue jeans and Levi Strauss & Co. was quick to make sure that art imitated life by turning their advertising campaigns towards this trend.  From John Wayne to James Dean to the celebrities of the 21st century, Levi Strauss & Co. remains a shinning star on the walk of fame. Continue reading ‘Levi’s® Jeans – From the Bunkhouse to Hollywood’s Walk of Fame’

Levi’s® Print Advertisements from days gone by.

This is a rare opportunity to view old Levi’s® print advertisements. I would like to thank Lynn Downey from the Levi Strauss & Co. archives for providing me with most of these images and giving her permission to share them with you.

Continue reading ‘Levi’s® Print Advertisements from days gone by.’

Levi’s® Denim Art Contest, “A Canvas for Personal Expression”

The 1970’s was a time of personal expression. This was especially reflected in what you wore which was evidenced in clothing trends such as decorated & embellished denim. As discussed in  “A Short History of Denim

This attitude could be seen very clearly in the “decorated denim” craze which saw beaded, embroidered, painted and sequined jeans appearing on streets from California to New York and across the ocean. Personalizing one’s jeans was such a huge trend in the United States that Levi Strauss & Co. sponsored a “Denim Art Contest” in 1973, inviting customers to send us slides of their decorated denim. The company received 2,000 entries from 49 of the United States, as well as Canada and the Bahamas. Judges included photographer Imogen Cunningham, designer Rudi Gernreich, the art critic for the San Francisco Chronicle newspaper, and the Curator for San Francisco’s De Young Museum. The winning garments were sent on an 18-month tour of American museums, and some of them were purchased by LS&CO. for the company Archives.

Continue reading ‘Levi’s® Denim Art Contest, “A Canvas for Personal Expression”’

“Lady Levi’s®” – the history of Levi’s® jeans for women

Did you know that the first pair of Levi’s® jeans created especially for women was sold in 1934?  The line was named “Lady Levi’s®”, style number  “701” to distinguish them from the popular men’s 501® jean. The 701 was was targeted to women working on ranches. While researching the history of  “Lady Levi’s®”, I discovered a presentation published by LS&CO. celebrating the 75th Anniversary of the first Levi’s® women’s jean. The report is so comprehensive there’s little I can add; therefore, I will be sharing excerpts of the press release, print advertisements, and a video by Levi’s® historian, Lynn Downey discussing the history of “Lady Levi’s®”.  Enjoy! Continue reading ‘“Lady Levi’s®” – the history of Levi’s® jeans for women’

My Top Ten Favorite Levi’s® Commercials

Levi Strauss & Company has created innovative, prize-winning commercials for decades.  Many featured music from top recording artists and actors who later became major movie stars.  There are too many exceptional Levi’s® commercials to recount so I have chosen my top ten favorites.   Do you recognize these actors?

Continue reading ‘My Top Ten Favorite Levi’s® Commercials’

What’s in your Closet?

Let’s have some fun this week.  As mentioned in my last post I have some wonderful old Levi’s® products.  I’ve also called upon my friends to see what they have to share.  We have a great selection, and who knows, some may even be for sale!  Please send me pictures of your oldies but goodies and I’ll add them to my blog.

Huey Lewis’ black leather Levi’s® Jacket.

Huey Lewis Levi's® Tour Jacket

In 1985/86 LS&CO. was a sponsored Huey Lewis and the News concert tour.

Continue reading ‘What’s in your Closet?’

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