Campaigns / January 2020

Soapbox Derby of ’75

Levi’s® Vintage Clothing

In 1975, the San Francisco Museum of Art evolved into what is known today as the San Francisco Museum of Modern Art. To celebrate this momentous occasion, SFMOMA hosted a soapbox derby.

In preparation for the event, Bay Area artists were sponsored to build elaborate cars. Among the sponsors was Levi Strauss & Co., which also donated denim for banners.

On the day of the big race, thousands of spectators watched as each soapbox car flew down a winding 800-foot sloping path in John McLaren Park. This was an eccentric moment in the cultural history of San Francisco, and one that raised thousands of dollars for SFMOMA.

For Spring/Summer 2020, Levi’s® Vintage Clothing celebrates the birth of SFMOMA and the Bay Area artists of 1975.

About Levi’s® Vintage Clothing

Levi’s® Vintage Clothing reproduces the fits, fabrics and details of bygone eras. Our source material is our own archive, and our inspiration is the hardworking men and women we’ve equipped for the last 140 years. Each seasonal collection, iconic reissue and special edition is a chance to relive our treasured history.

Shop the latest Levi’s® Vintage Clothing collection.

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