In the early 1970s, instead of all-caps “LEVI’S,” it changed to a title-case “Levi’s” - with a lowercase “e.” The “E” font differentiation became a mark among collectors of a vintage piece. In the 1950s, the brand started making double-sided tabs, where the white “LEVI’S” lettering was visible on both sides.
The red Tab, with the word “LEVI’S” woven onto one side of the tab in white, appeared on our 501®s in 1936 and, later, on our denim jackets.Īlthough the red Tab has remained affixed to Levi’s® since its creation, the Tab lettering took on different forms in very subtle ways, Panek says. He was the one who thought of placing “a folded cloth ribbon in the structural seam of a rear patch pocket.” Thus, the Levi’s® Tab was born. In stepped in National Sales Manager Chris Lucier. When competitors started copying the Arcuate, which wasn’t trademarked until the 1940s, Levi’s® felt it needed a new differentiator.
We then added the two-horse pull-logo - trademarked around 1890. First, we used the Arcuate design, which marked the jean back pockets. When the patent expired, competitors everywhere were also able to manufacture riveted clothing. co-patented the idea for blue jeans, manufacturing them starting in 1873. So if you find yourself wondering about that orange Tab - or the red Tab with nothing on it - let this tale of Tabs be your guide. Though the Tab itself has changed very little over its lifetime, key differentiations in its gradual evolution have caught the eagle eyes of everyday customers and vintage collectors alike.
shows that, out of all of the product branding and iconography in the market, the red Tab is among those resonating most strongly with customers, according to Barb Gollert, Levi’s VP of Global Merchandising and Product Operations. Research recently conducted by the Consumer Insights team at LS&Co. But affixing a red Tab on the 501® jeans never changed, according to LS&Co. For example, there was the black Tab with gold lettering for products treated in the new Sta-Prest process - which guarded against wrinkles. In the 1950s and 1960s, Levi’s® started adding different-colored Tabs to other Levi’s® clothing. certainly was invested in it, which is why it has spent more than 80 years protecting not only its exclusive use to the Tab trademark, but to the quality it has come to represent. Who knew a small piece of fabric could remain such a powerful marker of a global brand? Levi Strauss & Co. The classic red Tab Device, as it’s legally known, is undoubtedly an enduring symbol of Levi’s®. Though innocuous, most know the Levi’s® Tab stands for quality and craftsmanship synonymous with the brand. And it’s bright - a piece of fabric, a contrasting blip against your favorite 501® jeans or denim shirt. It’s small - smaller than your pinky fingernail.
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