Posts Tagged 'embroidered denim'

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.

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