HDVM Hôtel Des Ventes Mazzella
349
-
BLUE-JEAN'S LEVY'S - c.1950-60
"WEST
Signed "BONINI
Original…
See original version (French)
349
-
BLUE-JEAN'S LEVY'S - c.1950-60
"WEST
Signed "BONINI
Original…
See original version (French)
Estimate €50 - €100
Voluntary lot
Description
BLUE-JEAN'S LEVY'S - c.1950-60
"WEST
Signed "BONINI
Original offset printed advertising card.42,2 x 28,2 cm "Centre de documentation Parisien".
Very good condition - the corners are slightly altered. with, on the reverse, its support.
Depicts two cowboys in front of a saloon, we are after the Second World War, jeans are arriving en masse via American soldiers, they symbolise rebellious youth (James Dean).
Jeans are not just American: they originated in the Mediterranean.
Its hard-wearing fabric, denim (from "Nîmes"), was first used by craftsmen, while in Genoa, sailors' trousers called "bleus de Gênes", dyed with indigo, were made.
Imported into the United States, this fabric became known as blue jeans, popularised in the 19th century by gold-diggers and cowboys, thanks in particular to Levi Strauss.
In Marseilles, the RICA LEWIS brand, founded in 1928 by Rica and Charles LÉVY, played a key role in becoming the first major French jeans brand.
Bouches-du-Rhône/PACA Provence-Alpes-Côte d'Azur
See original version (French)
Auto-translation. Refer to original language for legal validity.
Pictures credits: Contact the Auction House
You may also like