Dear Levi’s,

Few brands are as iconic as Levi’s. The denim maker has a storied history and legions of brand zealots, some quite famous. Here’s a thank you letter from Cary Grant on display in a new online exhibit from the brand:

The San Francisco Chronicle describes the exercise in brand history:

Levi’s historian Lynn Downey selected items to include on the Web site from reams of material in the company’s extensive archives, which contain 400 linear feet of documents, 750 linear feet of marketing materials, 4,500 photographs, 5,000 pieces of garments, 500 posters and 300 artifacts.
Company spokeswoman Cathy Chuplis said that Levi’s started revamping its Web site with the goal of improving online sales as well updating its look. The Web site also outlines the company’s turnaround strategies, which include fostering relationships with retailers, selling where people shop and enhancing the brand’s presence through marketing.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.