The State Fair of Texas is proud to announce Levi’s® as the Official Jeans of Big Tex beginning with the 2026 State Fair of Texas. As part of the new partnership, Levi’s® will be crafting a custom pair of 501®s for Big Tex, adding one of America’s most recognizable garments to the beloved cowboy’s signature Western look. Together, the partnership unites two icons whose legacies have become woven into the fabric of American culture through authenticity, craftsmanship, and a shared connection to generations of families.
“Few brands have shaped American culture quite like Levi’s, and there’s no better fit for Big Tex than the company that invented the blue jean,” said Jennifer Schuder, Senior Vice President of Customer Engagement for the State Fair of Texas. “Big Tex has welcomed generations of fairgoers for more than 70 years, and Levi’s has been a part of the American story for more than 170 years. Bringing these two icons together celebrates timeless craftsmanship, Western heritage, and traditions that continue to connect people across generations.”
Founded in 1853, Levi Strauss & Co. has helped define American style while remaining rooted in the values that first inspired its products: durability, innovation, and craftsmanship. Originally designed to meet the needs of workers seeking dependable clothing, Levi’s denim quickly became one of the most recognizable products in the world, with the brand now reaching consumers in more than 110 countries. Today, the company continues that legacy through its commitment to quality, sustainability, and creating products built to stand the test of time. Those same values are embodied by Big Tex, whose iconic presence has made him one of the most recognizable ambassadors for the State Fair of Texas and the Lone Star State, welcoming millions of visitors from across Texas, the nation, and around the world each fall.
“Levi’s has always been part of the fabric of American culture, and there’s something incredibly fun about bringing two icons together in a way that feels so uniquely Texas,” said Chris Jackman, VP of Marketing at Levi’s®. “The 501 jean has been worn by generations of originals, so creating a pair for Big Tex, our biggest yet, is a celebration of the craftsmanship, Western heritage and larger-than-life spirit we share. We can’t wait to see him wearing them and to bring the Levi’s experience to life for everyone at the State Fair.”
The addition of Levi’s custom denim completes another chapter in Big Tex’s evolving Western wardrobe, reflecting the State Fair of Texas’ commitment to partnering with brands that honor authenticity, craftsmanship, and the traditions that have defined Texas for generations. When Big Tex welcomes guests to the 2026 State Fair of Texas, themed “Stars, Stripes, and Howdies,” he’ll proudly wear jeans created by the company that invented the blue jean, a fitting tribute to two American originals whose stories continue to inspire many.
Levi’s® will also operate a branded pop-up, the LS Service Station, featuring a curated assortment of products showcasing official State Fair of Texas marks, along with customization offerings available both on-site and at participating Levi’s® Dallas-Fort Worth locations. Levi’s® Red Tab™ members will receive exclusive early-access opportunities to experience the activation first.
See Big Tex’s new look at the 2026 State Fair of Texas, themed “Stars, Stripes, and Howdies,” running Friday, September 25, through Sunday, October 18.