Levi’s Koverall Pinback From 1910s

One of the oldest items in my archive is this original Levi’s promotion pinback. This pinback dates back to the 1910s and was made for the promotion of the introduction of the Koveralls by Levi’s. The word Koverall is an aggregation from the words kids and overall.

Levi’s Playsuit For Kids

The Koverall was introduced in 1912 as a playsuit for kids. This playsuit was an innovative garment that was designed by the son of Jacob Davis (The legendary tailor who invented the rivets on jeans. More about this here.) Simon Davis. Soon after the successful launch of the Koverall it became Levi’s first product sold Nationwide in 1920.

The one-piece playsuit was made of denim fabric and trimmed with Galatea, tough red cotton, traditionally used for children’s sailor suits. Koveralls were made for both boys and girls. And as the 1930s got underway, the playsuits came in fabrics such as hickory stripe, plain white broadcloth, brown chambray, and cotton printed with green, blue and pink stars.

Keep Kids Kleen

By 1915 Koveralls were being advertised with the slogan, ‘Koveralls Keep Kids Kleen’, and ads were placed in a variety of national magazines.

Two Horse Branding

On the pinback, they used the Two Horse Branding, the two horses trying to pull apart a pair of jeans. This design shows how strong their jeans are, they still use it today on the patch of the jeans. Due to this branding element, a lot of people would know the Levi’s brand as the Two Horse brand. Read more about this here.

True Collectors Item

The Levi’s Koverall pinback is an early promotional advertising piece, and a true collector’s items nowadays.


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.