LEVI'S, Ties and tie pins, vintage 1970s.

Knitted white tie with Levi's logo, length approx. 124 cm.
Tie pin, gold-plated with three rhinestones, length approx. 45 mm, width approx. 7 mm.
In August 1967 Levi Strauss started Scandinavia in Helsingborg. It was a central organisation for the Nordic region with eight employees working to launch an almost unknown jeans brand to retailers and consumers. “Sitting like the peel of an apple” was a slogan selling Levi's unshrunk jeans. After a short while, the Nordic countries had their own management, their own warehouse and their own sales channels.

After a reorganization in the late 70s, Levi Strauss & Co was once again given a joint operation for the Nordic countries. The name became Levi Strauss Norden. The company got bigger and stronger and was better resourced. As a result, the head office was built in Helsingborg, where the operational management is located together with the finance, distribution, design, product and marketing department. In 1990 there were 100 employees at the head office in Helsingborg. In 2006 the head office was closed in Helsingborg.