The Red BIG E Label Showed Up to Help Identify the LEVI’S Brand from Further Away ~
LEVI’S got on The Style BandWagon with Some Fine Western Duds to Complement the Jeans. Amazingly, Levi-Strauss Products were only Available West of the Mississippi Before the 1950′s.
Ladies & Kids got in on The Act with their Brand of Koveralls, or essentially Overalls. While These were Fine for Work, Some Ladies preferred a More Stylish Look, And LEVI’S Delivered~ In the Late ‘Thirties Cowboy Couture was All the Rage in California.
As The Forties Approached, The Depression & Dark Clouds of War Over Europe meant Soon it would be Time to Stop Singin’, Roll Up Your Sleeves and Get Back to Work…
Bib Overalls, which came into prominence during the Great Depression. Farmers, Carpenters, Railroad and Factory workers adopted Bib Overalls as their Uniform during this period, which became a Symbol of America’s Fighting Spirit as the country struggled to rebuild itself afer the devastating Stock Market Crash of 1929. During World War II, American Fighting Men took their favorite pairs of denim pants overseas, While the Ladies Went to Work on America’s War Machine ~
Levi’s Carried On through the Wartime 1940′s ~ But it Was really in the 1950′s the Brand would Hit Its Stride ~ as now LEVI’S would be Available Nationwide for the First Time…Just as Brando, James Dean and a Host of Other Rebels Without a Cause Dawned on America…
In 1947, Rusetta Coupe Club members Bob and Dick Pierson of Inglewood, California ran their Now Utterly Priceless ’34 Ford 3-Window Coupe at the Dry Lakes. It was their daily transportation—their mother thought it would be a safe car for them to drive—eventually, over the ensuing years they sneaked it up to 140.40. It was no longer their daily driver.
For the 1950 Dry Lakes Season at El Mirage, they stood the Hot Rod World on its ear when they figured out how to chop the top, lay back the windshield and yet still meet the SCTA’s 7-inch windshield height regulation. Powered by a Bobby Meeks-built, Edelbrock equipped Flathead Merc, The Pierson Bros. 2D coupe consistently ran 150 mph. The car ran at the Dry Lakes, the Drags and at Bonneville ~ Standard Racing Uniform ~ LEVI’S BIG E 501 XX
