about BIG E's

The "Big E"

If you're lucky enough to find a pair of Levi's with a big "E" on the tab, you're holding an item that was produced before 1971. It is the ultimate status symbol for vintage lovers.

Why does it exist?

Since Levi's introduced the red tab in 1936, the brand name was written in capital letters: LEVI’S. This remained the case for over 30 years.

The change in 1971: From "E" to "e"

In 1971, Levi's decided to change the logo. The big "E" became a small "e" (Levi’s). Why? They wanted to make the logo look more modern.

For production, this meant:

• Pre-1971: "Big E" (collectible items, extremely valuable).

• Post-1971: "Small e" (The classic vintage goods, as we mostly know them today).

Why is a "Big E" so coveted?

Every year, there are fewer of these jeans in the world. They are no longer just simple clothing, but a real investment.