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The Unusual Trend of Denim Car Interiors: A Glance Back at AMC and Levi’s
What inspired the use of denim for car interiors? Is it for durability, aesthetics, or perhaps stain resistance? This question lingers without a clear answer. In the 1970s, American Motors Corporation (AMC) sought to tap into the burgeoning popularity of blue jeans by launching Levi’s branded versions of two of its cars: the often-controversial AMC Gremlin and the Jeep Renegade CJ5. Both of these models featured denim interiors adorned with orange stitching and copper rivets.
To emphasize the novelty, an actual marketing statement for the Levi’s Gremlin declared:
“Now a Gremlin with upholstery that’s like blue denim Levi’s. Has orange stitching, the buttons, even the famous Levi’s tab on both front seats… Levi’s Gremlin. The economy car that wears the pants.”
— Official AMC/Levi’s press release
For those still sporting bell-bottoms, grooving to the Bee Gees, or flaunting a mustache reminiscent of a broom, an intriguing opportunity has arisen: a Levi’s Edition Jeep Renegade CJ5 is currently up for auction on Bring A Trailer. With its red and blue paint job and tall roll bar, it evokes memories of low-quality G.I. Joe toy replicas. The vivid appearance is further highlighted by a flashy denim top, offered in either blue or khaki.
According to the auction listing, this denim-themed Jeep has spent most of its life in a garage, with excursions mainly for plowing snow for its original owner. Boasting low mileage of just 46,000 miles and a comprehensive service record—including a new battery, fresh shocks, and recent engine maintenance—this vehicle represents a perfect entry point for anyone eager to venture into off-roading while sporting some Jeep heritage.
As it stands, the highest bid is at $6,600, and with six days left in the auction, this amount is anticipated to increase.
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