From The Archives: Levi’s Goes to Moscow
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Jan 25, 2013
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Russia–the former Soviet Union–opened up to new markets when the Berlin Wall fell in 1989, but Levi Strauss & Co. actually visited that country nearly fifty-five years ago.
In 1958 the United States and the Soviet Union signed an agreement to increase cultural contact between the two countries in order to ease tensions between the Cold War rivals. The agreement stated that exhibits are “an effective means of developing mutual understanding,” and both nations agreed to host exhibitions from the other country. In 1959 the United States Information Agency coordinated the American National Exhibition which was sent to Moscow. Vice President Richard Nixon opened the Exhibition on July 25.
Included in the displays of American culture, science, and technology was a good-sized booth created by Levi Strauss & Co., filled with displays of 501® jeans and Western-themed advertising. Staffers wore jeans and cowboy shirts, and 501® jeans were also worn by entertainers hired to treat the crowds to some down home American music.
Although jeans were frowned upon by Soviet officials as symbols of decadence and western imperialism, the products on display had to be replaced almost daily. As described in a September 1, 1959 press release by the international press service R&F Features, “Eager Soviet visitors handled – and occasionally helped themselves to – display samples of the all-American denim pants.”
Levi’s jeans were a coveted, but forbidden capitalist item in the Soviet Union for the next thirty years. Then, when the Berlin Wall came down in 1989, Russian citizens could buy “real” (not black market) Levi’s jeans for the very first time. The LS&CO. Archives has a letter from one such happy customer, a woman who wrote us in August of 1991:
A man hasn’t very much happy minutes in his life, but every
happy moment remains in his memory for a long time. I’m
not the fanatic of clothes, but the buying of Levi’s jeans (501)
is one of such moments in my life. I’m 24, but while wearing
your jeans I feel myself like a 15-years-school-girl, I feel
myself like a graceful, slender and beautiful girl. Thank you
very much for such comfortable, soft, light and nice jeans.
Good luck to your kind and necessary business!
FROM THE ARCHIVES
Written by Levi Strauss & Co. Historian Lynn Downey, From The Archives is an ongoing series of short stories from the company’s vast historical Archives. Throughout our 160 year history we’ve influenced society, culture and style all over the globe. From a massive assortment of vintage product including the original blue jean, to the old advertisements and one off product collaborations, these are the stories that helped shape who we are today.
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