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Heritage 

Throwback Thursday: Back to School with the Well-Dressed Youngster


Levi Strauss & Co. August 21, 2014

With back-to-school shopping in full swing, we couldn’t resist paying a bit of homage to children’s clothing of yesteryear. Not surprisingly, kids’ styles have changed significantly since Levi Strauss & Co. began offering them at the end of the 19th century. Despite the inevitable evolution, the purpose of the clothing remains the same: to provide both comfort and style. These themes are the basis for our current collection for kids, but can also be seen in items from decades past.

In 1912, LS&Co. introduced a popular children’s playsuit made of its most famous fabric: denim. Coined “Koveralls,” the one-piece playsuit was made with a drop seat, and trimmed with “Galatea,” a 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.
By 1915 Koveralls were being advertised with the slogan, “Koveralls Keep Kids Kleen,” and ads were placed in a variety of national magazines.

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

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In the 19302, Koveralls spawned a separate line of khaki playsuits and separates for boys called Home Run Khaki Family, with buttons featuring the design of a baseball diamond.

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Home Run was where some of the most creative clothing resided, including a baseball uniform and a junior aviator outfit made as an homage to Charles Lindbergh.

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