Blue Jean Baby: The Levi’s Gremlin

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American Motors made a fashion statement with the blue-jeans theme of the 1973-78 Levi’s Gremlin.

 

While other carmakers would soon join in, American Motors was a pioneer in co-branding with the fashion world when it offered the classy Pierre Cardin Javelin and Gucci Hornet Sportabout in 1972. But for the Gremlin subcompact, the lowest-priced car in the AMC lineup, director of interior styling Vince Geraci decided a more casual and fun approach was in order. Surely the most familiar name in fashion among the Gremlin’s target demographic (the young and/or poor, let’s be frank) was Levi Strauss & Company with its ubiquitous denim slacks. So in 1973, AMC introduced the Levi’s Gremlin—a car wearing blue jeans, if you will.

 

The Levi’s Custom Interior package, as it was officially known, didn’t offer real denim upholstery, since the all-cotton fabric, sturdy as it was, didn’t have the proper flame-retardant properties. The actual material was automotive nylon from Milliken & Co., a major supplier to the Motor City, dyed and textured to resemble blue denim, lightly washed and nicely broken in. AMC’s tagline: “Levi’s Gremlin, with seats of the pants.”

While the denim was faux, the Levi’s tags, orange stitching, and metal buttons were the real deal, just like your favorite pair of jeans. The door panel inserts and map pockets were done in the same fabric, while red Levi’s vinyl badges on the front fenders finished out the ensemble. The price of the package was reasonable, adding just $96 to the Gremlin’s $2,098 base price, and it could be piggybacked on other desirable options including the popular X package and the 304 cubic-inch V8.

While there don’t seem to be any sales figures available, it appears the Levi’s package was a genuine hit, as it was offered on the Gremlin from 1973 through 1978, the end of its U.S. production life. At times the blue-jeans interior was also available on the Hornet, Pacer, AMX, and even on Jeeps (in both blue and brown). But the one people remember as the car that wore blue jeans is the Levi’s Gremlin.

 

3 thoughts on “Blue Jean Baby: The Levi’s Gremlin”

  2. Love it or hate it, these interiors we’re a far cry over the cheap penalty box interiors GM’s accountants forced into their small cars.

  3. I remember seeing the Hyundai Venue as offering denim upholstery as an option. I immediately thought of the Gremlin.

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