Nouvelle de Nîmes Nº4

Nº 4 The Levi’s Banner & Levi’s Vintage Clothing 1950s Hot Rod At Tenue de Nîmes

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1950’s Hot Rod

If the army was good for anything other than fighting, it had given a lot of these DIY punks cash in their pockets and basic mechanical skills. This allowed these kids to not only dream of improvised race monsters, but to actually put them together themselves too. By the 1950s the bodywork of these cars were often adorned with sophisticated paint designs.

Customizing cars became so competitive that top cars barely saw the light of day except for when they had to be raced at drag strips and exhibition halls.

Levi’s jeans and its sportswear were the primary wardrobe choice for the sharply dressed car owners and spectators at these events, though in society as a whole they were still considered rebels. With ankle-cropped pants, short sleeved shirts and straw hats their look was as considered as the machines themselves. The Spring/Summer 2013 Hot Rod collection is a tribute to the golden era of this distinctly American sport and to all of the people of that time.

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The term ‘Hot Rod’ was coined in California in the 1930s to describe cars with large modified engines built for speed. Not even to race around a track - no, these contraptions were built to purely outrun anything else on wheels in a straight line. The cars (usually called soup-ups) were typically old Model T’s from scrapyards, customized by young enthusiasts. These guys may have had little or no money but they did possess something equally important: a DIY punk attitude.

After WWII, hot rodding quickly became one of the biggest crazes in post-war America. The cars were raced at speeds that are even today considered impressive and these races mostly took place on dry lakes or dried up riverbeds. To achieve these high speeds the cars were fitted with Flathead engines and stripped of non-essential parts including fenders, hoods and windshields.

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Back in the days — The Levi’s banner

by Lynn Downey

Why did Levi’s decide to use a cowboy as a brand ambassador?

Why not a miner for instance?

“The cowboy was the most romantic cultural figure in America in the 1930s. The attributes of strength and individuality were appealing to Americans, cowboys were the most popular figures in movies, and these traits also meshed well with the spirit of the brand.”

“The oldest banner—originally called sunscreens or sun curtains—date to the 1930s. It’s a simple denim banner with our Two Horse logo in the middle. We know these were created in that decade to be placed in the windows of the retail stores that carried our products. Their purpose was to “screen” the sun from fading the product displayed in the window, and of course, they could be seen by passers-by. However most retailers hung them up on the walls of their stores instead.

My favorite is that very first one: although I like the cowboy designs which followed, the simplicity of the very first banner really appeals to me.”

Where did you find banners from your archive?

“A few banners were already at the company when I was hired to start the company Archives in 1989. The rest I purchased from vintage clothing and memorabilia dealers.”

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Would the banners be made from the same fabric as the 501 jeans?

“Probably, but I’m not sure. Their manufacture was contracted out and I have no records about the fabric or manufacturer used.”

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Levi’s Vintage Clothing By reproducing the fits, fabrics and details of the late 19th and early 20th century, Levi’s Vintage Clothing pays homage to the history and heritage of American work wear. After 140 years, Levi’s Vintage Clothing continues to take its inspiration from their customers: the people who relied on solid yet comfortable clothing in what were often arduous working conditions.

Levi’s Vintage Clothing offers tribute collections for each season, iconic reissues as well as special editions. The brand purposefully uses this trifecta to celebrate its roots, as well as commemorate what it stands for. That aside, the collections are highlighted by several timeless items or garments which will please the borderline obsessive fans of this classic brand.

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1950’s Hawaiian Shirt

As World War II ended, scores of homeward bound GI’s flocked to the shores of Hawaii. It was here that they bought colorfully printed “Hawaiian Shirts” and brought them to mainland USA. Levi’s recognized the shirt as a valuable addition to their already blossoming Sportswear line and before anyone could say ‘tourist’, the brand offered its own version of the Hawaiian shirt. For Spring/Summer 2013, Levi’s Vintage Clothing introduces an exact replica of one of this time-honored classic garment. The replica matches the original shirt from the Levi’s Archives down to the four-color print, its coconut buttons and 100% rayon fabric.

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519 Bedford Pant

In the 1960’s, Levi’s developed a casual corduroy pant, known as the 519, as an alternative to its other denim 5-pocket offerings. The 519 Bedford pants were made from bedford corduroy, a fabric often used for military jackets because it could take a beating but maintain its good look. This particular model had a zipper fly and tapered from the inseam to the ankle opening for an impeccable, slim fit. The new 519 has been manufactured to the exact specifications of that original and comes in a range of colors as a tribute to the colorful hot rod culture of that era.

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1960’s Suede Bomber Jacket

In the 1960s, Levi’s started putting out more casual versions of the military bomber jackets that the GI’s had been wearing since the 1940s. As part of its Hot Rod collection, Levi’s Vintage Clothing has now reproduced one of these jackets in a dark indigo-dyed sheepskin suede. Made in Italy, it is of medium weight with a short but regular fit and cotton ribbing on the collar, cuffs and bottom hem. To top it off, it features the Levi’s Jackets label, commonly referred to as the Pine Tree label.

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1960’s Long Sleeve in Stars and Stripes

Levi’s Vintage Clothing has taken a classic slim fitting button-down and re-made it using stars and stripes fabrics. This gesture is a tribute to Levi’s’ history as well as a nod to the expressive styling of American hot rod culture. Made in Italy, these shirts have kept their slim fit with a neat button-down collar and feature two chest pockets and the Batwing label.

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1967 Type II Trucker

Talk about your classic garment. While it may not be the defining garment of the era, it was worn by virtually everyone: ranchers, rock stars, truck drivers and rebels and everything inbetween. Nevertheless, the Type III denim jacket that was given the lot number 70505 in 1967, is often referred to as the ‘Trucker Jacket’. It is only narrowly beaten by the 501 in the Levi’s iconic garments stakes. The Levi’s Vintage Clothing Type III Jacket is true to the model from 1967.

It is made from 14oz. pre shrunk denim and has a slim tapered fit with two chest pockets, copper shank buttons, side-waist adjusters and a big ‘E’ Red Tab.

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1960’s 605’s

During the 1960s, as culture and people’s taste changed, the way they do every decade, Levi’s expanded its product range to cater to these changing demands and tastes. One of their new items was the 605, which the brand introduced as a slim-fit alternative to the 501. The latter was the true working man’s pants and recognizable from a distance by its red tab, and from up close by hardworking elements such as the patented copper rivets at the stress points.

In the 605, Levi’s left out these details. Instead, these new jeans were put together as simply as possible and were adorned by an equally recognizable orange tab. Moreover, the 605s were affordably priced so that a new generation of youngsters did not need a bank loan to get their hands on a pair. Ask anyone who was around in the 60s and 70s and old enough to wear jeans then; they will fondly confirm that the 605 was as an integral part of their wardrobe back then.

All displayed styles available at Tenue de Nîmes 19

Nouvelle de Nîmes Nº 4

Tenue de Nîmes

Nouvelle de Nîmes is an online and offline gazette on jeans and the art of permanent style by Amsterdam’s finest denim store, Tenue de Nîmes.

Elandsgracht 60 1016 TX Amsterdam The Netherlands +31 (0) 20 320 40 12

Levi’s VIntage Clothing This issue of Nouvelle de Nîmes officially launches the Levi’s Vintage Clothing Spring Hot Rod collection and reveals the secrets of the legendary Levi Strauss & Co denim banners in cooperation with Levi’s Historian Lynn Downey.

www.levisvintageclothing.com

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Nouvelle de Nîmes Online An extended version of this printed edition will be released online.

Expect more photography, video footage, behind the scenes images and more stories on our website.

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