Jo Mora Publications, Monterey, CA, 1950
colour printed poster; overall 90 x 64 cm, on metal stretchers top and bottom; edges slightly creased; some marginal staining; some soft creases within image; A condition.
This print is based on the ‘Evolution of the Cowboy’, published in 1933, also referred to as ‘Sweetheart of the Rodeo’ by Jo Mora. It depicts the evolution of the saddle, various cowboy outfits, images from the life as a cowboy etc as well as a large humouristic rodeo scene. It was commissioned by Levi’s to promote their products as they were the sponsor of the ‘World’s Great Champion Cowboy – Levi’s Annual Reward – 1950’.
This is the first state: the font and colour of the cartouche is white on red; in later editions, this has been reversed.
Mora was born in Montevideo, Uruguay. His family moved to the East Coast of the USA in 1877 where he started working as an illustrator for Boston newspapers. In the mid-1890s, he travelled to Texas and Mexico,working on cattle ranches and riding on drives. In 1903, he moved to the West Coast permanently where he died in Pebble Beach in 1947.
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