LS&Co. Unzipped

Welcome to our blog. Here’s where you’ll find a “behind-the-seams” look at what’s going on with Levi Strauss & Co. You’ll hear from a variety of voices, from both inside and outside the company. And you have the chance to share your thoughts. So read on — and weigh in!

Aug 16 2013

It's 1972. Again.

The Orange Tab first appeared on a line of Levi’s® products back in the 1960s and 70s.

Now, it’s back. Bell bottoms and all.

You’ll feel like hopping in your Levi’s® Edition AMC Gremlin and going back in time.

Levi’s® Vintage Clothing uses our famed archives and an obsession over every last detail to reproduce the fit, fabric and detail of bygone eras. In this case, a turbulent time of rebels and revolutionaries.

The Orange Tab collection includes 1960s Chambray Shirts, 1970s Trucker jackets, 606™ Super Slims and, yes, the 684™ Bell Bottom. Check them all out here.

To celebrate the occasion, the LVC team is traveling back in time to Los Angeles, 1972. That’s when radio was where we heard the latest hits. Music magazines – not the Internet – gave us the inside scoops on our favorite bands. And live concerts were the places to be.

So…why not recreate a 1970s era music magazine, radio station and concert? It’s a huge lift, but that’s just what the LVC team has done.

Zipper is a real magazine with 100% fake content, all dreamt up by the Levi’s® Vintage Clothing team. You’ll find it at shops that carry Levi’s® Vintage Clothing, the September Vice Magazine and iPad App, and here.

KLVC is the official radio station of Levi’s® Vintage Clothing, broadcasting live from Los Angeles with a groovin’ DJ lineup playing the most far out rock ‘n’ roll of 1972. When I first tuned in, I heard Don McLean’s American Pie. It doesn’t get much more 1970s than that. You’ll find KLVC on Tunein.com and the Tunein smart phone app. A KLVC video will tell you what to expect.

And this Saturday, Aug. 17, in Topanga Canyon, in Los Angeles, the official launch party for the Levi’s® Vintage Clothing Orange Tab Collection. A one-day music festival dubbed Party in Your Pants will feature today’s musicians paying tribute to the sound of early 1970s Los Angeles.

Whether you make the concert or not, the concert “ad” below will definitely take you back to 1972 and what it must’ve been like at the time. It may also put you in the mood for finding a shop that sells Levi’s® Vintage Clothing. You’ll find that list here.

Posted By: Joshua Katz, Levi's® Brand Collaborations, Partnerships and Creative Concepts

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