For SS20, Levi’s Vintage Clothing takes us in its archival time machine to SS75 San Francisco - to a day of inauguration and celebration.

And a soapbox derby.

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The San Francisco Museum of Art added the word “Modern” to its name in 1975 to reflect the city’s long enduring artistic momentum and cultural influence. With acquisitions of works by Jasper Johns, Mark Rothko, Francis Bacon, Alexander Calder, Chuck Close and Frank Stella, the institution furthered its international prominence for modern art.

The newly branded SFMOMA decided to kick everything off with a big party.

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Thousands of hip goofballs, art enthusiasts and youthful adults gathered on a sunny afternoon in John McLaren Park to cheer on Bay Area artists as they flew down from Candlestick Point in their soapbox creations.

Levi’s helped sponsor the event - its own history inextricably connected to the constant cultural movement that has made San Francisco an epicenter for art and innovation. As denim banners waved in the wind, the starting gun went off.

From the archives, LVC pulls out the energy and optimism of that day. The soft colors, comfortable cuts, playful patchwork and delight of independence sets that time and style apart, but the celebration continues... 

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