The brand was founded by two European immigrants in America, Levi Strauss and Jacob Davis with their patent for copper-riveted jeans.
The original use for the jeans was for miners during the Gold Rush–opportunists at the very bottom of the working class, venturing to California with very limited means, fighting the wilderness, each other, and deadly diseases eager to get a piece of the pie.
The design of The Red Tab was changed several times, with the trademark “R” and LEVI’S on both sides being introduced in 1950.
But in 1971 the capital letters were changed so that only the “L” was capitalized.
If your jacket has a small e-Red Tab and no side pockets, then your jacket was most likely produced between 1971-84.
If yes, and the lot number is readable (lower left corner) you can check the lot number.
These tabs first appeared in 1936, with the word 'LEVI’S' stitched in capital letters - but by 1971, only the letter 'L' was capitalized.
, a brand with such rich history and so many myths and legends attached to its name.
One has to rely heavily on the knowledge of collectors and enthusiasts, communicating through cyberspace and sharing on various forums and blogs, their finds and findings.
Sometimes incorrect, poorly written, badly translated or based on counterfeit products, these pieces of information are hard to trust, but that same uncertainty is what keeps the treasure hunt going, and what has kept it going for centuries now.
Although modern Levi’s isn’t the same as the Levi’s we know from the turn of the century or just the mid-twentieth century, the vision of the brand’s creators is still there.