Featured in this lot is this rare, "Levi's Round Up of Cowboy Lore - World's Grand Champion Cowboy" poster designed by Jo Mora and printed in 1950 by Italian printing company Arti Grafiche Occhipinti (Graphic Arts Occhipinti). The iconic "Evolution of the Cowboy" photograph by Jo Mora was first created as a Salinas Rodeo promotional item before being repurposed as Levi Strauss Company advertising in 1950. An illustrated encyclopedia entry on the cowboy that includes details on the different kinds of cowboys can be found in Mora's work. In the center is a scene from a rodeo. Images tracing the history of the cowboy surround the map. Mora's son sold the rights to Levi Strauss & Co., who revamped the poster by adding a new title across the top and replacing Mora's dedication with their logo. The revised title of the poster features an image of the 1950 World's Champion Cowboy Buckle, which was given by the firm to "the Champion All-Around cowboy of the year." The original artwork's silhouettes of cowboys and their horses have been replaced with wording that links Levi's to the cowboy lifestyle that surrounds the Sweetheart of the Rodeo. This is the first of the map's two Levi states. The first one has the word "LEVI'S" in red text with white lettering. The poster shows good condition overall with some wear present from its age and handling over the years. No signs of obvious damage is present. The poster has been placed on a foam board and plastic wrapped to preserve its condition. The poster measures 38 1/2" L x 27 5/16" W.

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