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1972 AMC Gremlin X with factory sun roof and V8 1973 AMC Gremlin X with Levi's interior trim package 1973 AMC Gremlin X with Levi's interior trim package. Among many other changes was an available 304 cu in (5.0 L) V8 engine. It was "the muscle car formula of stuffing a big motor in a small car."
A Levi's-branded trim package debuted with AMC's 1973 model year. Similar packages were available from Volkswagen from 1973 to 1975 (the "Jeans Beetle ") [ 14 ] [ 15 ] and from Jeep from 1975 through 1977.
When launched, the line consisted of children's jeans which were sold with the guarantee that children would grow out of them before the pants wore out. A Sears brand-awareness survey determined that by 1973, the Toughskins had become better known by mothers than the Levis brand, already a century old at that time.
For the 1973 model year, a semi-fastback hatchback coupe with fold-down rear seats was also added to the lineup. In 1973, a Levi's Jeans trim package was added based on the famous jeans manufacturer. The Levi's trim package was popular and was available for several years.
Brittania Sportswear was launched in 1973 by Walter Schoenfeld in Seattle, WA [4] It once reached sales of $300 million a year and was the country's top-selling blue jean. It plummeted into Chapter 11 bankruptcy protection in 1983 because of management problems and changes in fashion tastes. [ 5 ]
Levi Strauss (/ ˈ l iː v aɪ ˈ s t r aʊ s / LEE-vy STROWSS; born Löb Strauß, German: [løːp ˈʃtʁaʊs]; February 26, 1829 – September 26, 1902) was a German-born American businessman who founded the first company to manufacture blue jeans. His firm of Levi Strauss & Co. (Levi's) began in 1853 in San Francisco, California. [1] [2]