1975 AMC Gremlin Levi’s Edition. Its jean pockets in the doors are shown above.
American Motors Corporation (AMC) was short on funds for developing new models in the mid-1970s, but it wanted to jazz up its established models. So in 1973, it joined with fashion designers to produce a Pierre Cardin edition of the Javelin and a Gucci upgrade for the Hornet. The more blue-collar Gremlin (then in its third year of production) bonded with Levi’s for cars with blue jean seats.
A rare example of the 1975 Gremlin X Levi’s Edition is available now on eBay Motors. The upholstery has aged, but it’s all there, with the original brass rivets and jean pockets in the doors. The original factory window sticker and paperwork are part of the deal, too. AMC is an orphan brand, but eBay Motors is well stocked with Gremlin parts and accessories.
American Motors went all out marketing its special editions.
Other automakers of the same era offered special editions with unique paint or upholstery, including Lincoln’s 1979 luxury Givenchy package, the FILA edition of the Ford Thunderbird, and a Cadillac Seville by Gucci.
Although there’s a 258-cubic-inch six under this Gremlin’s hood (and an automatic transmission), the car also comes with such go-faster accessories as the rally package, factory tach, and torque-command floor shift. The under-dash air-conditioning was likely a rarely chosen dealer option in 1975.
AMC expert Patrick Foster tells eBay Motors: “The Levi’s idea came from AMC Styling. Once they began work on the project, the head of interior design, Vince Geraci, asked his wife to buy swatches of Levi’s materials to come up with the perfect shade. She washed them at home in her washing machine and, when they found what they felt was the perfect color, Vince brought the sample to his fabric supplier to have it matched. Naturally, the interior fabric couldn’t be made out of cotton—it wouldn’t meet wear standards and was not fire resistant, so they used spun nylon.”
Blue Jeans Don’t Go Out of Style
AMC did not have the blue-jean field all to itself. Denim upholstery was optional on the company’s Jeeps, and Volkswagen offered a denim-clad special-edition Bug around the same time.
The 1974 Jeans Beetle came with the 1,200-cc motor and yellow paint featuring a contrasting black “jeans” side stripe. The denim-upholstered seats had colored stitching and handy pockets in the seatbacks. That same year, a Jeans II was offered, with more color choices and equipment offerings. To make it harder for collectors wanting the actual special edition, VW dealers also offered a mid-year “Jeans Kit,” that included decals, seat covers, and mudflaps.
Authentic Levi-Strauss Seat buttons for the Jeep CJ, available on eBay Motors
Upholstery detail on the 2016 VW Beetle Convertible Denim Edition
Denim upholstery was also offered as an option on Jeep CJs from 1975 to 1986, and since AMC owned Jeep, it appears that they shared the seats—they certainly look very similar to the Gremlin offerings. eBay Motors has a substantial supply of Jeep denim upholstery buttons and seat covers.
VW can’t let go of the denim thing: You can order a Denim VW Beetle convertible now, in pure white or stonewashed blue. Jean upholstery and seat pockets? Of course. The model was introduced last year at $26,815, plus destination. Only 2,000 will be built.
And if all this wasn’t enough, car guy Jay Leno—who’s only seen in denim these days—is featured in a Funny or Die parody video marketing the “Leno 501”—with doors that zipper open.
