The iconic cowboy of Texas, Big Tex, is preparing for a wardrobe upgrade that celebrates classic American style and craftsmanship. The State Fair of Texas is proud to announce Levi’s® as the Official Jeans of Big Tex, beginning with the highly anticipated 2026 State Fair.
This new partnership unites two American cultural icons known for their authenticity and enduring connection to generations of families. For over 70 years, Big Tex has been welcoming fairgoers with a friendly "Howdy!" and his larger-than-life Western presence. Now, Levi Strauss & Co., the company that invented the blue jean more than 170 years ago, will craft a custom pair of 501®s for the beloved ambassador, integrating one of the world's most recognizable garments into his signature look.
“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. “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 defined American style while prioritizing durability, innovation, and craftsmanship. This legacy continues today through a commitment to quality and products built to stand the test of time. Those same values are embodied by Big Tex, whose iconic status has made him a globally recognized ambassador for Texas and the State Fair, greeting millions of visitors from across 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.”
The addition of Levi’s custom denim completes another chapter in Big Tex’s evolving Western wardrobe, reflecting the State Fair’s commitment to partnering with brands that honor the authenticity and traditions defining 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 an American original, a fitting tribute to two inspiring stories.
Fairgoers can also experience the partnership first-hand at the LS Service Station, a branded pop-up featuring curated products with official State Fair of Texas marks and on-site customization. Customization will also be available at participating Levi’s® Dallas-Fort Worth locations, with exclusive early access opportunities for Levi’s® Red Tab™ members.
Don’t miss Big Tex’s new look at the 2026 State Fair of Texas, "Stars, Stripes, and Howdies," running Friday, September 25, through Sunday, October 18.
Levi’s® named official jeans of the State Fair
Levi’s® named official jeans of the State Fair
