for your consideration is a pristine, authentic vintage Levi Strauss & Co. promotional advertising ink blotter from the 1950s. This beautifully preserved piece of Western Americana features the legendary artwork of celebrated cowboy artist Till Goodan, showcasing a cowboy from behind carrying a saddle as he walks toward a classic red barn. The iconic, evocative slogan reads: "as Western as the West itself..." alongside the classic red corporate branding: "LEVI'S AMERICA'S FINEST OVERALL SINCE 1850."
The bottom margin includes the traditional community tagline: "PATRONIZE YOUR HOME TOWN MERCHANT — HE'S YOUR NEIGHBOR." The reverse side features the original, unprinted pink absorbent blotting paper. Unused and in remarkable condition with crisp edges and bold, unfaded coloration, this blotter is a top-tier centerpiece for collectors of vintage denim, Western illustration, or classic American retail ephemera.
Type: Promotional Advertising Ink Blotter
Era: Circa 1950s
Illustrator: Till Goodan
Approximate Dimensions: 6.25 inches x 2.75 inches
Condition: Near Mint / Unused Old Stock
Maker Biography
Levi Strauss & Co. was founded in San Francisco, California, in 1853 by German immigrant Levi Strauss. The company famously revolutionized American apparel in 1873 by partnering with tailor Jacob Davis to patent the first copper-riveted denim work pants. Originally marketed as "waist overalls," these rugged pants became the definitive uniform of the American West. Over generations, the brand evolved from a specialized regional workwear manufacturer into an international style icon, defining the global standard for modern denim.
Historic Information & Interesting Facts
The Art of Till Goodan: The artwork on this blotter was created by Till Goodan (1896–1958), one of the most prominent and beloved western illustrators of the 20th century. Renowned for his authentic depictions of cowboy life, rodeo action, and horses, Goodan's art was featured on everything from Wallace China dinnerware to specialized commercial advertisements for iconic Western brands like Levi's.
"As Western as the West Itself": This specific slogan was a pillar of Levi's mid-century marketing framework. It perfectly captured the post-war American zeitgeist, leveraging Hollywood's obsession with the frontier to transform durable factory clothing into a romantic symbol of rugged individualism.
The "Overall" Branding: Despite their dominance in the casual pants market by the 1950s, the blotter still utilizes the historical terminology "America's Finest Overall." Levi's maintained this precise phrasing on their marketing and packaging until officially pivoting to the word "jeans" around 1960.
The Function of a Desk Blotter: Before ballpoint pens gained complete dominance in the mid-to-late 1950s, fountain pens were the standard choice for daily writing. Because fountain pen ink dried slowly, businesses distributed highly absorbent paper blotters like this one as functional desk calendars and promotions to ensure daily brand visibility.