As we tune in this summer (to arguably *the* most historic sporting event in history), we’re reflecting on our own participation as sponsors back in 1984. To celebrate, we’re partnering up with two local vintage curators from Intramural (@intramuralshop) in SoHo, New York and Varsity Los Angeles (@varsitylosangeles) in California to source pre-loved pieces from our 1984 summer sports collection. You’ll have a chance to see (or purchase!) these special one-of-a-kind pieces at our Century City and SoHo Levi’s® stores in July. Keep reading to find out all the deets.
But wait, Levi’s® and sports? Yes, it’s a thing. We’ve always been at the heart of American culture, and our deep connection with sports is no exception. We’re proud to embody the spirit of athleticism and the values of unity, diversity and excellence. We sat down with Levi’s® Historian Tracey Panek to chat a bit more about our long history with sports.
SO TRACEY, WHAT IS LEVI’S® CONNECTION TO SPORTSWEAR?
TP: Sports has been a Levi Strauss & Company tradition since the 19th century. We actually had an employee team that would play rival dry goods companies. Our first riveted denim products that we manufactured were intended to be used for the outdoors and were tough enough to be used for sports.
CAN YOU GIVE US A LITTLE BIT ABOUT THE LEVI'S® 1984 SUMMER SPORTS COLLECTION?
TP: Well, we started outfitting athletes in the late ’70s [...] so we have some experience. We updated the warm-up suits that were worn in the games, the torchbearer and all the staff in Los Angeles were wearing suits and outfits created by Levi Strauss & Company.
WHY WERE WE CHOSEN IN 1984 OVER ALL THE OTHER SPORTSWEAR BRANDS?
TP: [We had] the resources to create products and the experience. We had outfits designed that they liked—and those sketches are still in the archives today. It may have helped that it was happening in Los Angeles and we’re in San Francisco.
IS THERE ANYTHING ELSE YOU’D LIKE TO SHARE ABOUT LEVI’S® IN THE SPORTSWEAR INDUSTRY?
TP: It’s interesting to note that one of the first sportswear items we created were the bicycle pants in the 1890s and by the 1920s, we had hiking gear that you could wear outdoors and see our national parks. So we’ve really got a great legacy when it comes to sports and sports-related activities.
TP: Sports has been a Levi Strauss & Company tradition since the 19th century. We actually had an employee team that would play rival dry goods companies. Our first riveted denim products that we manufactured were intended to be used for the outdoors and were tough enough to be used for sports.
CAN YOU GIVE US A LITTLE BIT ABOUT THE LEVI'S® 1984 SUMMER SPORTS COLLECTION?
TP: Well, we started outfitting athletes in the late ’70s [...] so we have some experience. We updated the warm-up suits that were worn in the games, the torchbearer and all the staff in Los Angeles were wearing suits and outfits created by Levi Strauss & Company.
WHY WERE WE CHOSEN IN 1984 OVER ALL THE OTHER SPORTSWEAR BRANDS?
TP: [We had] the resources to create products and the experience. We had outfits designed that they liked—and those sketches are still in the archives today. It may have helped that it was happening in Los Angeles and we’re in San Francisco.
IS THERE ANYTHING ELSE YOU’D LIKE TO SHARE ABOUT LEVI’S® IN THE SPORTSWEAR INDUSTRY?
TP: It’s interesting to note that one of the first sportswear items we created were the bicycle pants in the 1890s and by the 1920s, we had hiking gear that you could wear outdoors and see our national parks. So we’ve really got a great legacy when it comes to sports and sports-related activities.
After learning more about our rich cultural history in sportswear, we decided to dig even deeper. We met with two vintage curators, Bijan from Intramural New York and Justin from Varsity Los Angeles, to learn more about how they got into vintage sportswear and this iconic archival collection.
HOW DID YOU BECOME A VINTAGE COLLECTOR?
Bijan: I first got into thrifting through my older siblings. There was something so fun and rewarding about the hunt for an item that felt special. Wherever there was an opportunity to dig through someone’s old items and bring new life to them, I would!
Justin: Going to thrift stores as a teenager; it was really for records, but I would always find some t-shirt or something I found interesting. Long story short, I decided I wanted to do vintage for a living and started J.Surplus in 2011 and opened Varsity Los Angeles in 2016.
WHAT MAKES VINTAGE PIECES SPECIAL TO YOU?
Bijan: A vintage piece is special because of the history it represents. With vintage, you can wear your heart on your sleeve (literally!) and show off your personal style. Whether it's a band you love or something from your hometown, you can always incorporate vintage pieces into your outfit.
Justin: The wear and tear a garment has endured. The small details that wouldn't be cost-effective today. And of course, the fabrics and the cuts.
WHAT LEVI’S® SPORTSWEAR PIECES WERE YOU MOST EXCITED TO FIND?
Bijan: The ones made exclusively for the 1984 games team and the staff. These feel a bit more special and rare to me because at the time they weren’t available to purchase.
Justin: The 501® jeans made for gold medal winners.
WHAT MAKES LEVI’S® VINTAGE SPORTS PIECES SPECIAL?
Bijan: I read somewhere that Levi Strauss put the designs for the 1984 games to public vote and the people chose the “active” option over “western” and “classic,” so I think these designs stand out through time and continue to resonate well with people 40 years later.
Justin: They really haven't done it a lot, but when they did, they did it big. It's fun seeing a brand that everyone knows for denim doing something different.
HOW DID YOU BECOME A VINTAGE COLLECTOR?
Bijan: I first got into thrifting through my older siblings. There was something so fun and rewarding about the hunt for an item that felt special. Wherever there was an opportunity to dig through someone’s old items and bring new life to them, I would!
Justin: Going to thrift stores as a teenager; it was really for records, but I would always find some t-shirt or something I found interesting. Long story short, I decided I wanted to do vintage for a living and started J.Surplus in 2011 and opened Varsity Los Angeles in 2016.
WHAT MAKES VINTAGE PIECES SPECIAL TO YOU?
Bijan: A vintage piece is special because of the history it represents. With vintage, you can wear your heart on your sleeve (literally!) and show off your personal style. Whether it's a band you love or something from your hometown, you can always incorporate vintage pieces into your outfit.
Justin: The wear and tear a garment has endured. The small details that wouldn't be cost-effective today. And of course, the fabrics and the cuts.
WHAT LEVI’S® SPORTSWEAR PIECES WERE YOU MOST EXCITED TO FIND?
Bijan: The ones made exclusively for the 1984 games team and the staff. These feel a bit more special and rare to me because at the time they weren’t available to purchase.
Justin: The 501® jeans made for gold medal winners.
WHAT MAKES LEVI’S® VINTAGE SPORTS PIECES SPECIAL?
Bijan: I read somewhere that Levi Strauss put the designs for the 1984 games to public vote and the people chose the “active” option over “western” and “classic,” so I think these designs stand out through time and continue to resonate well with people 40 years later.
Justin: They really haven't done it a lot, but when they did, they did it big. It's fun seeing a brand that everyone knows for denim doing something different.
WHY IS THIS HISTORY WORTH REMEMBERING?
Bijan: 1984 was a pivotal year for the games for many reasons. For one, it was the first year that competition opened to professionals, whereas before it was just for amateurs.
Justin: It's all a part of the DNA and equity of the Levi's® name. Putting the world's most elite athletes on a world stage wearing Levi's®; that's a power move.
WHAT’S YOUR FAVORITE PIECE OF VINTAGE LEVI’S® SPORTSWEAR GEAR?
Bijan: It’s hard to pick just one, but if I had to it would be the T-shirts for the Torch Relay. It’s one of my favorite traditions of the games and I just love the graphic design.
Justin: I really love the terry cloth track pants and the implementation of the Levi's® tab and arcuate on the back pocket.
With the summer games around the corner, we know you’re probably just as excited as we are to see these pre-loved pieces. They’ll be available to shop in-store on Monday, July 22 at our Levi’s® stores in Century City, California and SoHo, New York. These rare finds won’t be available anywhere else. Good luck and happy shopping!
And let the games begin.
Bijan: 1984 was a pivotal year for the games for many reasons. For one, it was the first year that competition opened to professionals, whereas before it was just for amateurs.
Justin: It's all a part of the DNA and equity of the Levi's® name. Putting the world's most elite athletes on a world stage wearing Levi's®; that's a power move.
WHAT’S YOUR FAVORITE PIECE OF VINTAGE LEVI’S® SPORTSWEAR GEAR?
Bijan: It’s hard to pick just one, but if I had to it would be the T-shirts for the Torch Relay. It’s one of my favorite traditions of the games and I just love the graphic design.
Justin: I really love the terry cloth track pants and the implementation of the Levi's® tab and arcuate on the back pocket.
With the summer games around the corner, we know you’re probably just as excited as we are to see these pre-loved pieces. They’ll be available to shop in-store on Monday, July 22 at our Levi’s® stores in Century City, California and SoHo, New York. These rare finds won’t be available anywhere else. Good luck and happy shopping!
And let the games begin.