VINTAGE LVC CATALOGS

That was an impressive marketing campaign around that seasons launch. Levis also had a “radio station” website that would stream music with Disk Jockey riffing in between sets.

Broark wrote: Have to say that's a pretty great magazine. I don't know much about the 70's, but the advertising and everything seems to be dead on. Really like the "I'm from planet Levi's, take me to your closet" bit.

Great job on the ads for sure, the party shots reminded me of the staged party shots I’ve seen in clutch magazine....If your at a Rising Sun party- many of times I’ve seen the Japanese photo shoots- the action and excitement of the party- doesn’t match the picture.

Edited by Sansome - 14 May 2020 at 8:12am

That was an incredible advertising campaign, and the orange tab MIA line was a bit of genius- would’ve been interesting to see where that went if Levi’s upper management hadn’t become so typically bottom-line and vision lacking abruptly thereafter.
Does anyone remember- there was a thread here about a secret giveaway to denimbro members of a new model from a major producer- I think everyone had figured out it was LVC pretty quickly, right? They came to me with the idea, it was to be 50 pairs and the new 551zxx if I recall correctly. After I had announced it and started signing people up they suddenly changed their mind and, after multiple attempts to get an update, I was informed that upper management had “decided to go a different direction”. I was lucky to get 3-4 pairs to give away on the forum after some complaining.
I think that was the same time they started pulling support from LVC’s pr, reducing offerings, closed the LVC flagship store. A long steady decline to this point.

For me, LVC became terminal when they closed the Valencia St. factory, and it finally expired with the closure of Cone’s White Oak plant. I think the last LVC piece I purchased was the 1915 jeans when they were first released. I just couldn’t get over the lack in quality of details like the buttons and pocket bags. I’m honestly shocked it’s lasted this long.

Edited by Sansome - 14 May 2020 at 10:10pm