Last year on the Fourth of July, we celebrated America’s oldest brands—those rare few that predate the country itself. This year, we’re tipping our caps to something even more impressive: brands that have stayed relevant. Not just old, but alive. Still shaping culture. Still showing up in the zeitgeist. Still full of Mojo.*

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Here are five All-American brands that haven’t just endured—they’ve evolved, adapted, and managed to turn heritage into heat.

Levi’s (1853) Born in the California Gold Rush, Levi’s was built for miners before it became the uniform of outlaws, artists, and every generation of rebels. It’s no accident they’ve remained a cultural staple. Levi’s has kept its edge through iconic campaigns like “Go Forth,” which wrapped American idealism in poetic grit, and more recently through limited drops, vintage reissues, and clever collabs with names like BEAMS and ERL—keeping Gen Z in the fold while staying unmistakably Levi’s.

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Heinz (1869) Few things taste more like summer than Heinz. Founded in Pittsburgh with horseradish, the brand’s real genius was consistency—first in product, then in positioning. From the “57 Varieties” to the slow-pour ketchup ad that became a viral sensory experience, Heinz knows how to stretch a simple truth into a lasting brand story. Lately, they've shown a wicked sense of humor—whether launching ketchup-stained vintage clothing with ThredUP or trolling slow-loading streaming ads with “Wait for Heinz.” Classic never tasted so clever.

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American Express (1850) Originally a freight and travel business, AmEx didn’t just pivot—it invented new forms of customer loyalty. From the Platinum Card’s debut in 1984 (which defined premium travel perks) to the Small Business Saturday campaign (which helped define post-recession retail resilience), AmEx has repeatedly turned cultural insight into marketing power. Their current brand work leans into inclusivity, access, and lifestyle—less about wealth, more about living well. “Don’t live life without it” is still a flex.

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Kingsford Charcoal (1920) A side hustle from Henry Ford’s Model T sawdust gave us Kingsford. While other backyard brands sold function, Kingsford sold fire and feeling. Its real innovation? Turning charcoal into a ritual. Whether celebrating July 4th or tailgating in October, Kingsford became a symbol of American leisure. In recent years, their content play—like “Preserve the Pit,” which uplifts Black pitmasters and barbecue culture—shows how a legacy brand can build cultural relevance without abandoning its roots.

Orvis (1856) Before Patagonia, there was Orvis. Born in Vermont fly-fishing country, Orvis long stood for rugged refinement. But its reinvention has been quietly bold. It was the first fly-fishing company to offer women-specific gear. It’s also leaned hard into conservation, giving 5% of profits to nature and pets—long before purpose-washing was a thing. And in an age of throwaway fashion, its product storytelling (and repair-friendly gear) proves that durability and dignity still sell. (See our post on the “Buy It For Life” movement.)

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Happy Fourth. Here's to brands that keep their independence—not just from trends, but from obsolescence. 🇺🇸

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* LIGHT & CO is the only agency that specializes in creating marketplace energy and traction (MOJO) from a brand’s core truths, equities, and heritage (MARROW). We have developed a proprietary framework for measuring a brand’s Marrow and Mojo and optimizing that balance to stimulate current sales performance and long-term brand vitality. Find out more here.