How History Unfolds on Paper: Important Americana from the Eric C. Caren Collection, Part X

"Important To The Working Man, Mechanic, Drayman and Miner. Buy Levi Strauss and Co.'s celebrated Patented Riveted Duck and Denim Overalls..."

The Daily Independent
Helena, Montana. May 7, 1874. Vol. I, No. 37. Printed newspaper. Folio. 4 pp. Creasing from old folds; scattered foxing; contemporary ownership signature at top right of first page; four-inch closed tear at same, affecting signature.

A fine example of this Montana newspaper, featuring the first ad for German-American businessman Levi Strauss's iconic blue jeans, printed during the company's inaugural ad campaign.

Levi Strauss (1829–1902) emigrated from Germany to the United States in 1847. By 1853, he had established a dry goods store in San Francisco to supply miners during the California Gold Rush with durable workwear and provisions. Recognizing the demand for sturdier trousers, Strauss partnered with tailor Jacob Davis in 1871. Davis had developed a method of reinforcing denim pants with metal rivets. Two years later, the pair secured a patent for the garment, effectively creating the first modern blue jeans. As evidenced by this advertisement, the product was initially marketed to working-class laborers, however, its durability and comfort quickly propelled propelled it as a popular choice across all social classes and professions. Today, Levi's is a global fashion staple, yet retains its status as a symbol of rugged American heritage.

According to online records, the above ad began circulation in newspapers in California, Nevada, Montana, and Idaho in early April of 1874 (the oldest evidently being an April 10 ad in the San Francisco Chronicle, headquarters of Levi Strauss & Co.). According to the same records, we cannot locate earlier ads with different content.