A New Archives Episode
The new episode of ‘From the Archies‘ by Tracey Panek, the historian of Levi’s, is focused on Western Wear. In this episode, they highlight again some rare (denim) styles from the archives in San Francisco which hold over 135,000 historical items of Levi’s as garments, catalogs, advertisements, and artifacts from all over the world.
The Content Of The New Video
In the 1930s, Levi’s focussed on the upcoming Western life era with cowboys, and rodeo riders. They developed a special Western Wear line and their promotional character Saddleman, a tough cowboy. This period was also the start when they made the iconic silk-screened graphic store and event banners as advertising for the Levi’s brand. Nowadays these banners a hard to find and high prized collectors items.
In this new video, Tracey is showing collected pieces from this era as the Western Wear line with rodeo shirts and their so-called ‘smile pockets’, but also a lot of stories of people and their favorite outfits. One of the highlights is a pair of 501‘s worn by a genuine cowboy. But, there’s a lot to see and learn as many rodeo stars are coming along, customized denim shirts, and even a collab jacket which they made in the early 2000s with Pendleton.
Also, a professional bull rider from Walla Walla, Washington is sharing his Levi’s story, why he prefers their 501’s and their strong heritage to his profession.
Watch The Western Wear Episode
Step inside Levi’s archives and go back to the 1930s and hear the story of how they were popularized as a key costume in Hollywood Westerns.