Levi Strauss Exhibition coming to San Francisco Museum in 2020

Levi Strauss Exhibition coming to San Francisco Museum in 2020

The Contemporary Jewish Museum in San Francisco is to present the largest public display of Levi Strauss archival material assembled as part of its new exhibition named ‘Levi Strauss: A History of American Style’ next year, opening on February 13th and running till August 9th, 2020.

This exhibition tells the distinctly American story of Levi Strauss—a Jewish immigrant, businessman, and philanthropist whose lifelong commitment to family and civic life were fundamental to the history of San Francisco. Starting with the company’s foundation and early local renown as purveyors of “waist overalls” for gold miners and famously indestructible garments for farmers and tradespeople, the exhibition follows the evolution of Levis Strauss & Co. Continuing into the early twentieth century, the exhibition illuminates the pivotal role Levi Strauss & Co. played—through finely crafted clothing and advertising—in capturing the expanding mythology of the American West. The exhibition culminates in the second half of the twentieth century, when the democratic blue jean became a cultural staple and a blank canvas for the rising international youth culture—a symbol of effortless cool for youth, rockers, and revolutionaries alike.

Featuring over 150 items from the Levi Strauss & Co. Archive, Levi Strauss: A History of American Style represents the largest public display of the company’s archival materials ever assembled. The show will also present a range of loans from additional lenders.