Levi's ads over the years

Salesmen traveling the West to meet with their retail customer were armed with colorful flyers demonstrating the quality of the pants, as well. They also carried simple price lists with drawings of the products, so retailers could place the orders they wanted. This became more important as the 19th century came to a close and more and more riveted pants and outerwear were added to the line.

Levi's ads over the years

By around 1900 price lists became beautifully designed catalogs, which also carried images of the vast array of “dry goods” the company still wholesaled. This was Levi’s® business for 20 years before the jeans came along: supplying small stores with household and soft goods like bedding, raincoats, linens, and clothing.

Levi's ads over the years

As the 20th century got underway Levi Strauss & Co. found innovative ways to get the word out. They began to paint the sides of buildings with the company name and advertising slogans, all over the West.

Levi's ads over the years

1918 advertisement for “Freedom Alls,” a new garment for women that allows for work and recreation.

Levi's ads over the years

When silent movies came along, Levi Strauss & Co. created slides about local stores and popular products, which were shown in between movie reels.

Levi's ads over the years

The company began to use the cowboy as the symbol for the jeans and the brand. At the same time, in-store advertising “counter cards” were created as fun, 3-dimensional pieces for store owners to place on the counters (hence the name) where Levi’s® brand products were sold.