Levi's Commercial 1970-Claymation

Levi Strauss (1829-1902)

Blue Jeans. No item of clothing is more quintessentially American than the blue jeans invented and perfected in the mid-19th century by Levi Strauss.

In 1853, the 24 year old Strauss left New York for San Francisco, hoping to cash in on the Gold Rush that began in 1849. Along with his sister & brother-in-law, he opened a dry goods store that sold supplies to miners as well as fancy linens etc, to the growing city.

In 1872, Levi received a letter from Jacob Davis, a Nevada tailor. Davis was one of Levi Strauss' regular customers; he purchased bolts of cloth from the company to use for his own business. In his letter, Davis told about the interesting way he made pants for his customers: he placed metal rivets at the points of strain-pocket corners and the base of the fly.

He didn't have the money to patent his process so he suggested that Levi pay for the paperwork and that they take out the patent together. The patent was granted on May 20, 1873 & the first blue jeans were born.

The first jeans came in two styles, indigo blue and brown cotton "duck." Unlike denim, the duck material never became soft and comfortable so it was eventually dropped from the line.

Strauss' utterly practical blue jeans were even embraced by the fashion industry. Levi's® jeans for women were first featured in Vogue magazine in 1935. "Designer jeans" eventually became so popular that in the mid-1970s Calvin Klein® jeans were garnering $12.5 million per week.

Abroad, American jeans (especially Levi's® jeans) were in such demand that in Eastern Bloc countries they became an underground standard of currency.

However down to earth they may originally have been, the blue jeans invented by Levi Strauss became an international phenomenon and an icon of American culture.

http://www.levi.com/
http://www.chrisblum.com/

Category:

Film & Animation

Tags:

• levi's
• jeans
• strauss
• commercial
• animation
• arts
• claymation

[pictureisup1]

This was played through out the 1970s

[2521noom]

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Such as cheap-and-good levi's

[pdchr]

THANK YOU! I was looking for this old commerical for some time. All I remembered was the jingle.. and a big monkey peeling a clamation banana.

[Bretster2010]

The way the Dude sings the Jingle has never left my memory. A very Classic commercial, Retro is cool and Levi's Rock. Too Bad they moved production over seas. Makes it hard want to buy them anymore. Mixed feelings on an "American" Classic. (Frown face)

[70sman4ever]

@Rognik Plus, we are still using 20th century technology and ways of living. I won't be convinced otherwise until I see a Jetson's flying mobile. Peace out!

[70sman4ever]

@Rognik Hey buddy, go out to your nearest train station and jump when you see the train coming! By the way, the calendar was invented by some dumbass who didn't know that we are really 35 years behind! Dig THAT to your grave!

[Rognik]

@70sman4ever Um, sorry, but we left the 20th century behind about 10 years ago. Please update your calendar appropriately. Thank you, and have a nice day.

[gregoomen]

Their motto has never been wrong

[ToyPianista]

When this came out, those kid-actors were a little older than I was and I wanted to be just like them . . . so I've always bought Levis. Period. Mission accomplished through a cool jingle (thanks, Bill Ckeyhole!) claymation and stop-photography (seemed so cutting-edge at the time!) Nice! Never noticed the phallic undertones until now!

[archangle81]

@sutjas16 That great ape is totally wearing bells. You don't think his legs are really shaped like Gumby's. Too bad they're in some beige-like colour.