Levi's Men's Otis Beanie

Levi’s & LEVI’S Tab.

In the early 1970s, instead of all-caps “LEVI’S”, it changed to a title-case “Levi’s” — with a lowercase “e.” The “E” font differentiation became a mark among collectors of a vintage piece. Its evolution made it more of a timestamp for collectors and fans of the brand worldwide.

Levi’s Tab with no logo.

In order to protect the company’s exclusive legal right to market clothes with the tab, Levi’s needs to produce a percentage of products with a plain tab and just the (R) symbol to show that Levi’s owns legal rights in the Tab itself, not just in Levi’s brand.

Levi’s Tab color variations.

Different Levi’s Tab’s colors represented different lines of clothing, from corduroy flares to boot-cut jeans to a whole category of women’s wear.

Levi’s tabs can be found in black, blue, orange, red, silver and white.