The early 1970’s were all about decorating your favorite jeans and denim jackets, to make these pieces truly yours and a reflection of your personality and your art. In 1973, Levi’s Jeans decided to have fun with this concept and launched the “Levi’s Denim Art Contest.” Consumers were invited to send slides of their patched, customized, embroidered and otherwise embellished Levi’s jeans and jackets.

Publisher Squarebooks published a small book in 1974 with all the winners. The jeans, jackets, and shirts went on display at museums all over the United States. For years I own a copy of this nice hard to find book, below some images of the winners.

Written by Wouter Munnichs
I'm the founder of Long John. Next to running this daily magazine, I'm working as a freelance denim specialist for the industry. Titled as 'Denim Influencer 2020' by Rivet 50. Celebrated my 10th anniversary with Long John in 2021.