Levi’s Wide Leg Display Fixture

Levi’s Wide Leg Display Fixture

Zimmermann Crowe Design, San Francisco, California, 1996


When the Levi’s Wide Leg television advertising blitz hit the airwaves, this beacon was waiting in the stores to announce, “Yes, we have those jeans you saw on TV here.”

This bold and simple statement cuts through the clutter of the retail environment, clearly showcasing the bare essentials: the product and the product identity. The flat presentation of the product accentuates the wide-leg cut of the jeans.

Collections: Communication Graphics: 18 (1997)
Repository: Denver Art Museum
Discipline: Environmental graphic design
Format: Brand identity, Exhibit, Artifact


Design firm
Zimmermann Crowe Design
Creative director
Brian Collins
Graphic designer
Dennis Crowe
Mobius, Inc.
Levi Strauss & Co.