LS&Co. Unzipped
Jul 01 2011
Two Horses. One Message.
Recognize the animals above? They’ve been part of the Levi’s® brand since 1886. But what you see here is something new – the freshest version of what we call the Two Horse® patch.
When you’re a company that prides itself on both heritage and innovation, you want to tell that story as vividly and compellingly as possible. And for us, the Two Horse® logo does just that.
As the company Historian, let me share a bit of history. In 1873, Jacob Davis and company founder Levi Strauss invented the first blue jeans using their patented process of securing clothing at “points of strain” with rivets. The result: strong jeans that could stand up to the hard work thrown at them by miners and other hard-working individuals of the time.
Levi Strauss & Co. knew the patent would expire in 1890, so we needed to quickly make sure consumers understood how good – and strong – the company’s jeans were. But how do you tell that story in a way that consumers could quickly grasp?
Well, one of the answers was the image of two horses – each pulling in the opposite direction on the same pair of jeans, trying in vain to tear them apart.
But that wasn’t the only reason we first used the Two Horse® logo, We understood that not all of our consumers spoke English as their first language. We also knew that not everyone in the remote West was literate. With a memorable image to guide them, our early consumers could walk into their local general store and ask for “those pants with the two horses,” and they would get a pair of Levi’s® jeans.
In fact, the product was called “The Two Horse® Brand” until 1928, when the company adopted its Levi's® trademark.
We’ve used this design – in our marketing and on our product – continuously since the idea was first used in 1886. It’s a great concept. And it conveys a simple and important message just as well now as it did 125 years ago.
We thought it would be fun to let you see some of the many variations of the Two Horse® brand over time. Enjoy!
Posted By: Lynn Downey, Historian, Levi Strauss & Co. |
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Tags: Levi's® |
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2013
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Retsehc (not verified) - Feb 11 2013
The Library of Congress just released a few pictures on Flicker that are rare color photographs from the 30's and 40's. One dubbed "Backstage" shows a man standing in front of a woman performer. I am wondering if that man is wearing a pair on Levi's? http://www.flickr.com/photos/library_of_congress/2179047350/in/set-72157...
Editor's note: Thank you for calling this to our attention. I think I can make out the Levi's® leather patch. I've passed along your comment to our historian, Lynn Downey, to see what she can determine.
terrance (not verified) - Jan 13 2013
where can I find information on odd pieces manufacutred by levis?
Editor's note: Hi Terrance. It depends on what you're talking about -- vintage vs. current product. If current, you might want to start with our Consumer Relations team at 1-800-USA-LEVI. If vintage, you may email our company historian, Lynn Downey: ldowney [at] levi.com. Hope this helps you track down the information you're seeking.
Ara.Y (not verified) - Nov 08 2012
levistrauss.com is terrific. There's often all the appropriate info at the suggestions of my fingers. Thank you and maintain up the superior work! Wonderful!
Editor's note: Thanks for the kind words! Glad you like the site!
Juan (not verified) - Jul 09 2012
Hello, When i was a kid,I remember hearing elder family members making comments about levi's jeans. They felt as if they were wearing a pair of pants that not even bullets would penetrate. That's how good and durable they were. And I vaguely recall someone making a comment as to the logo: I think they said there was one logo at one time where there were two tractors pulling on the jeans instead of horses. Was there ever a logo close to that at one? Just curious and I have always been very satisfied w every levi's Jean I've ever bought. Thanks, JL.
Editor's note: Hi JL, and thanks for your comment. I checked with our historian and she tells me that no, we never had a logo with two tractors pulling a pair of our jeans. We've always been a two-horse company! Glad you like our jeans! We love our consumers!
Chris (not verified) - Jun 09 2012
I was wondering if Levi ever used an 'eagle landing' loco....or put lining across the inner shoulders of jackets? I have a red denim jacket from 1990's - the Levis tab is in black, but could that have been because a red tab wouldn't show on red denim? Also lining acoss inner shoulders shows logo of eagle landing and words 'This is a Levi's jacket', 'Levi Strauss & Co', 'Every one satisfaction guaranteed', 'And sewed with the strongest thread'... and so on..? This may be a fashion jacket using the Levi name - would be grateful for any information. Thanks Chris.
Editor's note: Hi Chris. Thanks for your question. Your best bet with such questions is to shoot an email to our company historian, Lynn Downey. She is -- and has -- a WEALTH of information. Her email address: ldowney@levi.com
desmond moises (not verified) - May 30 2012
hi i recently came across a pair of levi jeans,do not know there age but i dont recognise the label on the back. It is firstly made of material,yellow in colour.it has LEVI STRAUSS & CO.in black TWO HORSE BRAND in black Then the image of the two horses which are red in colour. i have searched the web and not come across one. the label is also positioned central on the jeans. the back pockets are also different sizes. i hope this makes sense and you can give me some info on this pair of jeans. thanks des
Editor's note: Hi Desmond. Your best bet is to email Lynn Downey, our company historian. You may reach her here: ldowney@levi.com. She responds to such inquiries all the time and, I'm sure, can help you with yours.
Sir David Haddon (not verified) - Jul 14 2011
I have been wearing Levi 501 jeans for over 35 years and have about 20 years of Levi Jeans hanging in my closet. They are tattered and shredded in the knees and thighs because I wore them in the photo studio and in all in the dark room to develop the pictures I take as a professional photographer and with hands wet I dried them on my pants, closest thing to a towel. I don't care what people think I occasionally wear my shredded Levis, and some people buy jeans in this condition for big money, and mine came naturally with everyday wear. I wear new Levi Jeans in Black and Blue as dress pants with a sport coat and cashmere mock turtleneck. My Style of Dress. Comfortable and Stylist Cant live without my Levi 501's Sir David
Bill (not verified) - Jul 08 2011
Why is it lately the Levi jeans that I have purchased the seams start on the outside of my leg and end up on the inside? The twisted jeans are uncomfortable and look bad. Thanks Bill
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