The 1960s represent a decade of tremendous progress for women’s rights — the FDA approved birth control pills, Betty Friedan published The Feminine Mystique, and Congress passed the Equal Pay Act. Greater choices in fashion also allowed women to express their individuality. It was during this time that Levi Strauss & Co. expanded its offerings for women and teenaged girls, giving them more denim style options than ever before.
In 1968, the company created a separate division just for womenswear, which it called Levi’s® For Gals. Its cheerful logo graced the labels of pants and shirts until the late 1970s, when the name was changed to Womenswear. In Europe, the name was Miss Levi’s with a product line smiliar to the stylish looks of Levi’s® for Gals.
For the demanding junior customer — to whom fit was paramount — LS&Co. created super slims, stretch jeans, bell bottoms, and other products with names like Denim Family, Scarborough Flares and Jeans Harlow.
Here’s a peek at one of the more colorful products in the line (circa 1969) and a Levi’s® for Gals promotion.