This vintage deadstock Levi’s Jeans Dura Plus is in my private collection for a while, but never showed on my blog. It’s a typical pair of denim from the mid ’70’s featuring the orange tab on the back pocket. In the ’70’s Levi’s Jeans made a new fabric called Dura Plus. Dura Plus was a fabric that was made of a mix of 54% cotton and 36% polyester to give you comfort, minimize wrinkling and reduce shrinkage. It was one of the heaviest Levi’s fabrics ever made so far. A true 1970’s tough denim. The fit is a classic hippy flare pipe model and the blue colour is amazing, deeply indigo blue. Check also the funny original tv commercial which they used to promote this new fabric.

levis levi's jeans denim dupra plus vintage long john blog freelance marketing specialist fashion brands deadstock unwased raw rigid orange tab treasure flare pipes 1976 talon zipper 42 24 buttons 5 pocket (2)

levis levi's jeans denim dupra plus vintage long john blog freelance marketing specialist fashion brands deadstock unwased raw rigid orange tab treasure flare pipes 1976 talon zipper 42 24 buttons 5 pocket (3)

levis levi's jeans denim dupra plus vintage long john blog freelance marketing specialist fashion brands deadstock unwased raw rigid orange tab treasure flare pipes 1976 talon zipper 42 24 buttons 5 pocket (6)

levis levi's jeans denim dupra plus vintage long john blog freelance marketing specialist fashion brands deadstock unwased raw rigid orange tab treasure flare pipes 1976 talon zipper 42 24 buttons 5 pocket (7)

levis levi's jeans denim dupra plus vintage long john blog freelance marketing specialist fashion brands deadstock unwased raw rigid orange tab treasure flare pipes 1976 talon zipper 42 24 buttons 5 pocket (8)

levis levi's jeans denim dupra plus vintage long john blog freelance marketing specialist fashion brands deadstock unwased raw rigid orange tab treasure flare pipes 1976 talon zipper 42 24 buttons 5 pocket (9)

levis levi's jeans denim dupra plus vintage long john blog freelance marketing specialist fashion brands deadstock unwased raw rigid orange tab treasure flare pipes 1976 talon zipper 42 24 buttons 5 pocket (10)

levis levi's jeans denim dupra plus vintage long john blog freelance marketing specialist fashion brands deadstock unwased raw rigid orange tab treasure flare pipes 1976 talon zipper 42 24 buttons 5 pocket (1)

levis levi's jeans denim dupra plus vintage long john blog freelance marketing specialist fashion brands deadstock unwased raw rigid orange tab treasure flare pipes 1976 talon zipper 42 24 buttons 5 pocket (11)

Levi’s Jeans Dura Plus TV Commercial

Levi’s Jeans Dura Plus Kids Advertising from 1977

levis levi's jeans denim dupra plus vintage long john blog freelance marketing specialist fashion brands deadstock unwased raw rigid orange tab treasure flare pipes 1976 talon zipper 42 24 buttons 5 pocket (12)

www.levis.com

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Written by Wouter
I'm the founder of Long John. Next to running this daily magazine I'm working as a freelance marketing specialist for brands and retail. Specialized in denim.