LS&Co. Unzipped
Aug 08 2013
A Love That Never Fades
Levi Strauss & Co. Historian Lynn Downey reports back after spending some quality time with other folks who, like her, love vintage denim.
As the company historian I sometimes feel as though I inhabit an alternate universe. This is never more true than when I am in the midst of denim enthusiasts.
Actually, “enthusiasts” is too mild a word for a group of guys and gals who love jeans and denim and indigo -- a love that never seems to fade. I just had the opportunity to spend an evening with a bunch of these folks, and as usual, I had a great time.
The event was called DenimBruin, a weekend gathering of the denim clans created by the website DenimBro. The Levi’s® Vintage Clothing team hosted the gathering one night at our Levi Strauss & Co. headquarters.
I was asked to hold court behind tables covered with pre-1900 denim and cotton duck clothing from our archives. We certainly had the right audience for this kind of display. People generally stand around in groups and chat about their common interests at events like this. But this time, there were more people at my tables than there were in the rest of the entire lobby. The folks standing at the tables also got into animated conversations, which was very fun to watch.
Knowing my audience, I pulled out our most stellar pieces: the XX, the world’s oldest 501® jean; the 1880s triple-pleat jacket (incredibly rare); the duck hunter’s coat (ditto); the Spring Bottom pants from the 1880s (an early flare); a pair of well-worn duck pants; and an outer garment called a jumper, made of denim around 1890.
All in all there was probably $250,000 worth of vintage on the tables, hence the security guards posted at either end. (And yes, the items are now all safely back in the vault.)
I had some great conversations with people who care as much about history as I do. I hope they all come back again next year so we can chat again over a table of old jeans.
I just ask that they set their drinks on that table over there – WAY over there – away from our prized possessions.
Posted By: Lynn Downey, Historian, Levi Strauss & Co. |
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Steph Connell (not verified) - Sep 04 2013
I'm currently studying a degree in photography and one of my assignments requires researching the history of the date I was born on. Being a denim enthusiast, I was more then thrilled to discover that Levi Strauss was born the same date as I. So I will be exhibiting a photograph in his honour! If you have any inside information about Levi thats not common knowledge I'd love to hear from you! Thanks in advance, Steph
Editor's note: Hi Steph, and thanks for your comment. Please check out the Heritage section of this website for more information -- including a brief biography of Levi Strauss. Our company historian has also written a book about the company. You can find it through major book sellers, including Amazon.com.
Bruce Bryant (not verified) - Aug 11 2013
I remember a book Levi's issued back in the early 1950s when I was a very young child. As I vaguely remember it was about a girl and a boy on a dude ranch wearing Levi's. This was my first exposure to the Levi's brand. I had it explained to me that Levi's was a brand of jeans. Seeing them pictured in this book seem to have an instant and lasting appeal.
Editor's note: Hi Bruce, and thanks for your comment. I checked with our company historian, Lynn Downey. She said this book doesn't sound familiar, but that we did advertise a lot in dude ranch magazines back in the 1950s. Also, perhaps without our involvement, someone wrote a story about kids on a dude ranch and had them wear Levi's®? Regardless, we love the fact that you remember this book and associate it with us. If you ever stumble across the book again, please let us know! Thanks again.
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