Americana Levi’s for Gals – 1972

“Have you ever had a bad time in Levi’s?”, begs the question. Well, no, as a matter of fact! Levi’s were a mainstay in my wardrobe in the ’60s and ’70s. I remember having to buy men’s Levi jeans and have my mom sew darts in the waistline to make them fit better.

In 1968, Levi Strauss created a separate division for womenswear, and called it Levi’s for Gals. This clothing line was made to fit junior-sized girls, and was hip, trendy and attune with the times. There were cool styles like hip-huggers, flares and bell-bottoms.

This ad, from the March 1972 issue of Glamour magazine, was requested by a reader. Luckily I happened to have the magazine (and the ad). It has an Americana vibe to it, with the flag, Cracker Jack, and red, white and blue colors. It features a fun-loving model wearing low-cut button-thru flares in 100% cotton brushed denim ($10), and a knit top in polyester and cotton blend ($8).

I would have totally worn this outfit in 1972 (my junior year in high school), and perhaps did!


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