| Title: | Levi’s Round Up of Cowboy Lore |
| Artist: | Jo Mora |
| Medium: | Vintage Poster |
| Price: | $3,000.00 |
Jo Mora’s “Evolution of the Cowboy”. Levi Strauss reprinted the carte in various formats in the early 1950s, as a souvenir and a large calendar, both with a banner announcing the “Levi’s Round-up of Cowboy Lore” and adding an advertisement insert where the cowboys and chuckwagon were. Sometime in the late 1950s they reprinted the carte when they redesigned their Levis logo. They removed the “LEVIS” and used a new branding with Levi’s inside the symbol.