Some while ago I bought this Levi’s Jeans book ‘The Shrink to fit business’ written by Ed Gray in 1978. This book tells the history and the success of this huge denim brand. One great story out of the book is from a women who wrote a letter to Levi’s to thank them for their great quality. She wrote: ”We found a man who had run his car off the highway and was stuck. Had no chains or rope…but found a pair of Levi’s Jeans in the back of the car and tied one leg to our car and one to the front of his. We really had to pull, but the pants held, and out he came”. This is one of the best stories which tell the durability from your product!

This copy is also signed by the writer of the book in October 1978. What’s also nice to mention is that the cover had a ‘BIG E’ red tab, strange because the book was written in 1978, and Levi’s made the ‘BIG E’ tab only till 1971.

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.