Levi Strauss 1915 Advertising






levi6Levi Strauss & Company [lithographic advertising brochure die-cut and folded into the shape of a pair of blue jeans]. San Francisco: Levi-Strauss & Co., [1915]. Graphic Arts Collection GAX 2016- in process

The Graphic Arts Collection recently acquired a very rare trade catalogue from the Levi Strauss company. The outside is color printed in the color of blue denim with red stitching and brass rivets. The inside is a multiple-sided color lithograph depicting men, boys, and children (no ladies) wearing jeans and other denim clothing, at various activities.

The center panel features the “Complete factory in operation in Palace of Manufactures – Panama Pacific International Expo,” which helps date the piece to ca. 1915. The middle inside section shows the famous Levi’s trademark logo and states: “Levi Strauss & Co., San Francisco, Cal., Manufacturer of Two Horse Brand Overalls, Koveralls, and Koverall nighties. 75 cents the suit. Everywhere a new suit free if they rip.”

Levi Strauss introduced blue jeans in 1873. In 1915 the firm received the highest award for waist overalls at the Panama Pacific International Expo. The complete story of their company is posted here: http://levistrauss.com/our-story/