Throwback Thursday: Pedal to the Metal

Levi Strauss & Co.
July 23, 2015

In the mid-1950s, Juanita Wallace was the womenswear designer at Levi Strauss &Co. She knew what the women of America wanted: fun, casual clothes for the new, prosperous lifestyle of the post-war years. Ms. Wallace also was influenced by Hollywood and Europe — taking inspiration from women like Audrey Hepburn and the simple-yet-fashionable looks designed by the iconic fashion houses like Dior.

The result was Levi’s Casuals.

1950s. As seen in Seventeen. Flamour. Charm. Mademoiselle. Levi's Casuals Sanforized. Real eye-openers ... the marvelous new mix-or-match Levi's Casuals ... a complete leisure-time wardrobe for the young in heart! Your favorite fun-time fabrics ... denim, poplin, sailcloth and kayak cloth ... All Sanforized, of course ... in a rainbow of color-fast, harmonizing heavenly hues! Denim ... shorties, shorts, bermudas, pedal pushers, culottes, playsuit, ranch pants, skirt, sun bra, casual jacket, sleeveless shirt, frontier jacket ... about $1.95 to $5.95. Poplin ... shorts, bermudas, pedal pushers, smoothies [slim, trim pants], halter, sun bra, bolero ... about $1.95 to $4.95. Sailcloth ... shorts, bermudas, pedal pushers, toreadors, halter, bolero ... about $2.95 to $4.95. Kayak cloth ... bermudas only ... about $4.95. At better stores everywhere. For name of nearest dealer, write Levi Strauss of California. San Francisco 6. Makers of world-famous Levi's. Drawing of group

The line included this classic Capri pant, or “pedal pusher.” It came in blue, red, and white.

Denim Family petal pushers pants cuffs 1950s

Casuals pedal pusher pants red with white piping Sanforized 1956


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