These Were Low-Riders During the Gold Rush

Levi Strauss & Co. (San Francisco) will use its SoHo store in New York to kick off a tour in celebration of the company's 150th anniversary.

For the first time, the jeansmaker will display its collection of rare garments and memorabilia that span the company's 150-year history, and launch a tour designed to share the archives around the world. Specific items to be displayed in the exhibit include the Nevada jeans, believed to be the oldest in existence (circa 1880s), found intact in a Nevada mining town and purchased for $46,532; a denim tuxedo specially designed for Bing Crosby in the 1950s; plus 19th century catalogs, print advertisements and retail signage.

The tour will kick off on May 1, 2003 (now known as “5-01” Day) at the company's store on Broadway between Prince and Spring streets. The public is invited to bring vintage products, which will be authenticated and appraised by the Levi historians on-site.