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