It was the summer of 1976 when lifelong Levi’s® fan Donn Grinsteiner of Bismark, North Dakota, first heard about the “Denimachine.” An all-American red, white and blue Ford van created in partnership with Levi Strauss & Co. and Coca-Cola, the Denim Machine was created to celebrate America’s Bicentennial — and Donn wanted one.
“When I graduated high school in 1976, they were giving these away,” Donn said.
From August 30 to September 26, 1976, hopeful winners around the United States flocked to racetracks, attended sporting events and submitted mailed entries for a chance to win one of the Denim Machines, valued at $18,000 and filled with bonus extras. In addition to the van, Denim Machine Sweepstakes participants also had the chance to win from a pool of 7,500 Levi’s® denim jackets, pants, skirts and T-shirts.
Donn tried his best to be one of those lucky winners.
“I sent in approximately 100 entries. Postage was 8 cents, so I had to come up with $8,” said Donn. “But I didn’t win.”
Donn may not have won the sweepstakes, but his Denim Machine story was only just beginning. Nearly 50 years later, he had another chance to own a Denim Machine when he spotted one in a backyard on his way home from work.
Yet again, luck was not on his side.
“By the time I got back to it a few days later, it was gone,” shared Donn.
He wasn’t backing down this time, though. Donn spent the next two years tracking down the Denim Machine until he eventually found it and bought it.
With only a few Denim Machines still running, Donn’s van is nearly one-of-a-kind. Today, he’s continuing the Denim Machine journey by restoring the van, including new paint and bodywork. The only thing left to do is add new Levi’s® buttons to the denim pocket interior and his restoration will be complete.
“I never forgot these Denim Machines, and now have one that’s almost finished. It’s been quite a journey,” said Donn.
