Levi’s debuted a collection for girls/women in the 1970s. This Junior line included pants, jeans, jackets, jumpers, skirts and shirts that were cut and styled to fit just you (and not him). The trademark included a lady, and this was to denote that “She’s on the Levi’s only a girl can love”.
Up until that point, Levi’s were only made for boys/men, and had to be altered to fit the female form. I can remember sewing in the waistband to make them fit, because I loved wearing Levi’s so much. Vintage 501s forever! I only wish I had saved my old jeans. 🙂