LS&Co. Unzipped
Mar 30 2012
Mike's Levi's®
We get letters.
Working in Consumer Relations, of course, that makes sense. And a recent one made our day.
On Christmas Day 1983, Mike MacDonnell got his first pair of Levi's®. That's him, pictured above, reading the jeans label on that Christmas morning.
Mike recently wrote that his older stepbrother gave him the jeans, even going so far as to let Mike pick them out at the San Jose, Calif., Miller's Outpost before he wrapped them to put under the tree.
That first pair of button-fly shrink-to-fit Levi's® has always been Mike's favorite and, he says, "THE best looking pair of jeans" that he's ever owned.
What prompted him to write us now, almost 30 years after he received that first pair? Well, he recently discovered the jeans are, well, special.
A friend told him of a TV show, featuring blue jean hunters who look for older, valuable jeans. His friend told MIke to check his jeans seams. After some research, Mike realized that his first jeans were made with selvage denim. Okay, so not dating back to the late 1800s and not worth a lot of money. But jeans that, for denim afficonados, had that special touch.
The word,"selvage," comes from the phrase "self-edge," the natural edge of a roll of fabric. As applied to denim, it means that which is made on old-style shuttle looms.
When he recently visited the Levi's® store in Portland, Ore., the store associates told him his jeans were, in fact, selvage. They even helped him find a new pair of selvage Levi's® to add to his wardrobe.
"In conclusion," Mike writes of his first Levi's®, "I am proud to be the owner of such a nice quality made product!"
He says he has no intention of letting go of his jeans. He even shared with us recent pictures of them (below), and he says he hopes to keep his first Levi's® "safe and sound until the day I pass away."
Mike, we hope that day is a long time in coming!
Posted By: Rosie Cayetano, Consumer Relations, Levi Strauss & Co. |
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Heather Sheppard (not verified) - Jun 29 2012
That sweet man I am PROUD to say is my brother. He was always very shy when we were kids and I told him it's about time for you to shine like a superstar!! I thank you, Levi Strauss and Co., for giving him his moment in the spotlight! He's a terrific husband and father and a real role model!.. And obviously faithful to Levi Strauss and Co. who gave him his "15 minutes of fame".
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