This poster advertises Levi's patenting of what we know as the original blue jean. Initially worn by cowboys, farmers, and miners, the San Francisco-based brand quickly grew in popularity for its sturdy & stylish cuts. Design-wise, I knew I wanted to photograph real-life denim to use as my letters. I, of course, had to incorporate some common western objects such as an 1873 Winchester rifle, horseshoes, and bottles of booze. The cowboy in his trusty blues, taken from an early Levi's advertisement, serves as the finishing touch to the poster.