June 24, 2023 Brian Lebel's Santa Fe Old West Events Auction
This lot is closed for bidding. Bidding ended on 6/24/2023
Scarce circa 1940's denim advertising banner with bright graphics of two cowboys wearing cinch back Levi's. This is a rare version showing the "red tag". Excellent condition, 73" x 28".
The Levi Strauss & Co. story begins in 1853 in San Francisco, when Levi Strauss came from New York to capitalize on the allure of the Gold Rush, outfitting prospectors with his dry goods business. In 1873 Levis hit it big with Levi Strauss & Co.’s blue denim copper-riveted waist overalls, as they were originally called, the world’s first blue jeans and also known as the Levi’s 501. They were patented on May 20, 1873. Fast forward, the red tab on the right back pocket of the 501 jeans was first introduced in 1936 using with the word LEVI’S woven in all capital letters. 501 jeans with the Big E label were only produced up until 1971.
Item Dimensions: 73" x 27".