InterestingFact: A Denim-Themed Car Hit the Market in the 1970's

American Motors' The Gremlin, the first US built two-door subcompact car.
Credit: Everett Collection Historical/ Alamy Stock Photo

A Denim-Themed Car Hit the Market in the 1970s

In 1970, the American Motors Corporation unveiled an unusual-looking two-door subcompact car called the Gremlin, which was met with mixed reactions. Three years later, the company debuted an even more distinctive version of the vehicle that was the result of a partnership with Levi’s. The new automobile was advertised as an “economy car that wears the pants,” and featured Levi’s-inspired trim lining each seat along with orange stitching, copper buttons, and denim pockets affixed to the blue color-coordinated doors. Due to concerns regarding denim’s flammability, AMC and Levi’s were forced to use a lookalike material in lieu of actual denim, though the visual similarities were spot-on. The AMC-Levi’s partnership would further extend into the motor company’s Jeep division years later, and limited-edition denim-themed cars were also introduced by other brands including Mitsubishi.


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