You may be familiar with the Levi’s Archives. If not, I’ll give you a quick run down. Essentially, it’s a meticulously maintained collection of artifacts from Levi’s 150 year history. The collection was built from the ground up by Lynn Downey a historian and apparent icon among denim fans, and now contains a significant array of garments, posters, photos and more.
Among some of the noteworthy elements in the collection, as mentioned by Levi’s, are:
- The XX, the oldest pair of 501 jeans in the world, dating back to 1879
- Denim jackets redesigned and decorated by Elton John, Queen Latifah, Yves St. Laurent, Elizabeth Taylor and more
- A jacket and pair of jeans signed by The Rolling Stones
- Letters to Levi’s from Cary Grant, Henry Kissinger, Clint Eastwood, Lady Bird Johnson and silent-movie cowboy William S. Hart
I love that Levi’s invests in preserving it’s own history. The act serves to solify the brand’s place in our historical and popular culture. But, even more than that, I am reminded of the old catchphrase “act as if”, which encourages us to carry ourselves as if we have already achieved the thing we are pursuing and that orientation alone will help to get us there.
Although, Levi’s is already the most iconic denim company in the world, they’re treating their products as treasures worthy of preservation, a sort of record of the evolution of fashion, as it pertains to jeans. This simple act elevates their product to new levels in the eyes of their fans. Where most brands are merely purveyors, Levi’s has evolved to become collectors and even protectors of their specialty. Well done.
Selectivism recently received a look at some of the collectibles. Check it out here.
[Image via Selectivism]