Channel 19

Todd Dills

‘We’ve got truckers! 20% off!’

| April 18, 2013

No, this post isn’t about some back-page classified from a fly-by-night broker using cheap-freight, low-pay carrier scabs to entice unknowing shippers — it’s another installment in the annals of U.S. fashion here on the Channel 19 blog. Sounds ridiculous, doesn’t it?

“Who’s got Truckers?” asked the subject line of a recent email blasted out from the fine folks at Levi Strauss & Co. They then answered their own question: “We do, with 20% off!” Open the email and you get a description of the truckers in question that sounds a little too good to be true, at that: “An essential, always-in-style, object of devotion…”

Trucker LeviIf only.

You may well recall my little paean to the classic raw-denim Levi’s Trucker jacket, which according to a GQ reporter some fine and smart folks in Japan started calling the Trucker jacket after witnessing the jackets put to best, faded use among U.S. highway haulers. Truth be told, before I wrote that post I wasn’t aware of the jacket’s “Trucker” moniker — like most Levi’s products, the version I have (as well as previous versions in my long-gone youth) is thankfully low on company/name marketing, containing only the little red Levi’s tag on the pocket and interior standard brown Levi’s tag stitched in. In any case, should you be in the market for one, you’ve got through tomorrow to get 20 percent off at the company’s website.

But here’s a quick tip: If you get caught wearing it like the guy in the ad, you might well get hazed at the truck stop or on the CB. Don’t say I didn’t tell you so.

And happy Thursday hauling!

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  • Kurt Keilhofer

    It has not been too many years ago that the Levi company said that truck drivers were not the market that they were interested in, and now they use them to name a product line?

  • joe bielucki

    I dont do business with Levi Strauss anymore, a little too trendy for my truck driving butt. Dont even get me going on the company philosophy, commerade.

  • Todd Dills

    I hear you, Joe.

  • Todd Dills

    How long do you figure, Kurt? Their stuff’s still fairly basic in some ways, fairly affordable too — though quality has gone downhill over the years. Definitely not as durable as I remember older days (80s, I’m thinking).

  • Dr Duke

    I prefer a nice Wrangler vest.

  • Kurt Keilhofer

    It was in the trucking media, but I don’t remember how long ago. Either a truckstop chain or single location sold clothing, and had Levis. The Levi Corporation told the location that truckers were not the market they wanted, and pulled their product.

  • malcom

    PUKE :P strives to maintain an open forum for reader opinions. Click here to read our comment policy.