Page 33 - Journal of Antiques and Collectibles Januray 2020
P. 33
minute what comes to mind are the tow making Levi’s a ubiquitous symbol for
rope jeans, which are a pair of jeans that the American dream, and enabling
were used to tow a broken down car Americans from all walks of life to make
about 4 miles in the 1930s! The owner the jeans their own.
was so impressed that he sent the jeans Together, the works on view offer
back to the company with a letter unprecedented access and insight into the
detailing the adventure. life and work of Levi Strauss, his impact
In 1873, near the end of the Gold on the city of San Francisco and its
Rush, Levi Strauss & Co., named for a Jewish community, as well as the
Bavarian Jewish dry goods merchant in ongoing influence of Levi Strauss & Co.
San Francisco, obtained a U.S. patent on American and global style. Through
with tailor Jacob Davis for the process of the lens of a Jewish immigrant, visitors
putting metal rivets in men’s work pants are invited to experience a timeless
to increase their durability. This small American story of ingenuity, perseverance,
innovation marked a transformative and success. The scope and sweep
moment in American style – it was the of the exhibition follow the arc of modern
birth of the blue jean. American history, revealing the
synchronicity between the evolution of
the blue jean and the trajectory of
More Information on the Exhibit
This exhibition will invite visitors to American pop culture.
experience Levi Strauss & Co.’s enduring Surf campaign billboard advertisement, ca. 1960s. The exhibition will be supported by a
impact with rarely before seen objects, Levi Strauss & Co. Archives robust series of public programs,
including a suit owned by Lauren Bacall, including a film series celebrating the
a reissue of a jacket worn by Albert mythology of the American West; panel
Einstein, an AMC Gremlin car with an discussions on how technology makes
interior upholstered completely in fashion more sustainable; a conversation
denim, and a custom ensemble worn by with Levi Strauss biographer Lynn
Lauryn Hill on her Miseducation tour. Downey; gallery chats by fashion designers
Works in a variety of media will be on and historians; and performances by local
view, reflecting the myriad ways Levi’s musicians. The exhibition will also
has infused the culture of this country include tours for students that explore
and has become shorthand for classic the Gold Rush and immigration to
American style abroad. California, as well as the rise in popularity
From the turn of the century through of the blue jean. Through hands-on
the 1950s, Levi Strauss & Co. shifted its activities and first-hand testimonies,
focus from work clothes to western wear, students will learn about Levi Strauss’s
and through sweeping advertising “Showing their Levi’s” postcard from the California Rodeo California and the diverse movements
campaigns had a dramatic impact on Salinas (July 13-16, 1939), 1939; Levi Strauss & Co. Archives that defined California at the turn of the
shaping the mythology of the American twentieth century.
West, both at home and abroad. Among the works on view will be a
hand-carved wooden puppet and photographs of Levi Strauss & Levi Strauss: A History of American Style is organized by The
Co.’s mechanical rodeo from the 1939 World’s Fair – a show that Contemporary Jewish Museum, San Francisco in collaboration with Levi
featured miniature puppet versions of famous rodeo stars; the Strauss & Co. Historian Tracey Panek and co-curated by The CJM’s
advertisements that captured the spirit of the west; and western wear Chief Preparator and Exhibition Designer, Justin Limoges and Senior
from the time, including a rodeo clown costume and “The Curator, Heidi Rabben.
Saddleman,” a cowboy character registered as a logo that became an Support for Levi Strauss: A History of American Style is generously
official symbol of the brand. This section of the exhibition highlights provided by Maribelle and Stephen Leavitt; The David Berg
the innovative nature of Levi Foundation; John & Marcia Goldman
Strauss & Co.’s advertising, Foundation; Colleen and Robert D.
turning an eye to the way in Haas; Dana Corvin and Harris
which the company branded Weinberg, in honor of Paulette Meyer
American culture as a commodity and David Friedman, and Catherine
that could be shared and exported, and James Koshland; Kendra and Tom
and how they went on to shape Kasten; Dorothy Saxe; and Marilyn
modern marketing practices. and Murry Waldman. Media
The exhibition will conclude Sponsorship is provided by The San
with the rise of international Francisco Chronicle.
youth culture and an exploration With the opening of its new building
of how Levi Strauss & Co. inter- on June 8, 2008, The Contemporary
twined with the counterculture, Jewish Museum ushered in a new chapter
enmeshing itself in the spirit of in its twenty-plus year history of
rock ‘n’ roll rebellion, the hippie engaging audiences and artists in
movement, Hollywood, and exploring contemporary perspectives on
California surfer and biker culture. Jewish culture, history, art, and ideas.
With the postwar fracturing of Inspired by the Hebrew phrase L’Chaim
traditional American culture, (To Life), the building is a physical
Levi Strauss & Co. successfully embodiment of The CJM’s mission to
positioned the brand as a blank Melody Sabatasso (b. 1948), Custom American flag created by bring together tradition and innovation
slate onto which individual upcycled denim suit commissioned Levi Strauss & Co. designers to in an exploration of the Jewish experience
expression could be projected, and worn by Lauren Bacall, commemorate September 11, in the twenty-first century.
ca. 1970s. Levi Strauss & Co. Archives 2001, 2001. Levi Strauss & Co. Archives
January 2020 31
rope jeans, which are a pair of jeans that the American dream, and enabling
were used to tow a broken down car Americans from all walks of life to make
about 4 miles in the 1930s! The owner the jeans their own.
was so impressed that he sent the jeans Together, the works on view offer
back to the company with a letter unprecedented access and insight into the
detailing the adventure. life and work of Levi Strauss, his impact
In 1873, near the end of the Gold on the city of San Francisco and its
Rush, Levi Strauss & Co., named for a Jewish community, as well as the
Bavarian Jewish dry goods merchant in ongoing influence of Levi Strauss & Co.
San Francisco, obtained a U.S. patent on American and global style. Through
with tailor Jacob Davis for the process of the lens of a Jewish immigrant, visitors
putting metal rivets in men’s work pants are invited to experience a timeless
to increase their durability. This small American story of ingenuity, perseverance,
innovation marked a transformative and success. The scope and sweep
moment in American style – it was the of the exhibition follow the arc of modern
birth of the blue jean. American history, revealing the
synchronicity between the evolution of
the blue jean and the trajectory of
More Information on the Exhibit
This exhibition will invite visitors to American pop culture.
experience Levi Strauss & Co.’s enduring Surf campaign billboard advertisement, ca. 1960s. The exhibition will be supported by a
impact with rarely before seen objects, Levi Strauss & Co. Archives robust series of public programs,
including a suit owned by Lauren Bacall, including a film series celebrating the
a reissue of a jacket worn by Albert mythology of the American West; panel
Einstein, an AMC Gremlin car with an discussions on how technology makes
interior upholstered completely in fashion more sustainable; a conversation
denim, and a custom ensemble worn by with Levi Strauss biographer Lynn
Lauryn Hill on her Miseducation tour. Downey; gallery chats by fashion designers
Works in a variety of media will be on and historians; and performances by local
view, reflecting the myriad ways Levi’s musicians. The exhibition will also
has infused the culture of this country include tours for students that explore
and has become shorthand for classic the Gold Rush and immigration to
American style abroad. California, as well as the rise in popularity
From the turn of the century through of the blue jean. Through hands-on
the 1950s, Levi Strauss & Co. shifted its activities and first-hand testimonies,
focus from work clothes to western wear, students will learn about Levi Strauss’s
and through sweeping advertising “Showing their Levi’s” postcard from the California Rodeo California and the diverse movements
campaigns had a dramatic impact on Salinas (July 13-16, 1939), 1939; Levi Strauss & Co. Archives that defined California at the turn of the
shaping the mythology of the American twentieth century.
West, both at home and abroad. Among the works on view will be a
hand-carved wooden puppet and photographs of Levi Strauss & Levi Strauss: A History of American Style is organized by The
Co.’s mechanical rodeo from the 1939 World’s Fair – a show that Contemporary Jewish Museum, San Francisco in collaboration with Levi
featured miniature puppet versions of famous rodeo stars; the Strauss & Co. Historian Tracey Panek and co-curated by The CJM’s
advertisements that captured the spirit of the west; and western wear Chief Preparator and Exhibition Designer, Justin Limoges and Senior
from the time, including a rodeo clown costume and “The Curator, Heidi Rabben.
Saddleman,” a cowboy character registered as a logo that became an Support for Levi Strauss: A History of American Style is generously
official symbol of the brand. This section of the exhibition highlights provided by Maribelle and Stephen Leavitt; The David Berg
the innovative nature of Levi Foundation; John & Marcia Goldman
Strauss & Co.’s advertising, Foundation; Colleen and Robert D.
turning an eye to the way in Haas; Dana Corvin and Harris
which the company branded Weinberg, in honor of Paulette Meyer
American culture as a commodity and David Friedman, and Catherine
that could be shared and exported, and James Koshland; Kendra and Tom
and how they went on to shape Kasten; Dorothy Saxe; and Marilyn
modern marketing practices. and Murry Waldman. Media
The exhibition will conclude Sponsorship is provided by The San
with the rise of international Francisco Chronicle.
youth culture and an exploration With the opening of its new building
of how Levi Strauss & Co. inter- on June 8, 2008, The Contemporary
twined with the counterculture, Jewish Museum ushered in a new chapter
enmeshing itself in the spirit of in its twenty-plus year history of
rock ‘n’ roll rebellion, the hippie engaging audiences and artists in
movement, Hollywood, and exploring contemporary perspectives on
California surfer and biker culture. Jewish culture, history, art, and ideas.
With the postwar fracturing of Inspired by the Hebrew phrase L’Chaim
traditional American culture, (To Life), the building is a physical
Levi Strauss & Co. successfully embodiment of The CJM’s mission to
positioned the brand as a blank Melody Sabatasso (b. 1948), Custom American flag created by bring together tradition and innovation
slate onto which individual upcycled denim suit commissioned Levi Strauss & Co. designers to in an exploration of the Jewish experience
expression could be projected, and worn by Lauren Bacall, commemorate September 11, in the twenty-first century.
ca. 1970s. Levi Strauss & Co. Archives 2001, 2001. Levi Strauss & Co. Archives
January 2020 31
