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Throwback Thursday: Miss Levi’s


Levi Strauss & Co. first went global in the 1960s, and by the 1970s had a few powerhouse products for the youth of Europe and Asia. During this time, the Levi’s® brand introduced “Miss Levi’s®,” the European version of the U.S. “Levi’s® For Gals” women’s line.

The LS&Co. Archives contain a few pieces from the line’s earliest days. This Miss Levi’s® sueded denim jacket was aimed at stylish young women:

Miss Levi's Women's jacket sueded denim three-quarter length belt missing 1960s

The line also included flared trousers. One example is these 28″ bell bottoms from our Archives. These pants from the 1970s feature a hand-embroidered butterfly and two flowers on the leg:

Jeans Miss Levi's 28" bell bottoms hand embroidered butterfly and 2 flowers on leg 1970s

This a sample advertisement from the time was directed to wholesalers and extolled the virtues of Miss Levi’s®:

International Advertising Art Miss Levi's. Now the look she wants wears the name she trusts. Levi's.

 

 

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