We can't get over this original Levi's big E denim jacket with it's original Dr. Pepper salesman patches still sewed on, front and back. The drink originated in 1885 in Waco, Texas. In the 1920's and 1930's Dr. Pepper ran the slogan 'Drink a bit to eat at 10, 2 and 4.' The slogan encouraged people to drink a Dr. Pepper for a quick source of energy. Research of the time showed people hit a low period around those times of day. The 10-2-4 patch probably predates the 1960's Levi's jacket, and is likely to be from the 40's or 50's. 
The jacket has definitely seen some wear 'n tear, and is still in amazing wearable condition. 
 
Measurements in inches:
Shoulders 17.5"
Pit to pit 20.5"
Back length (without collar) 23.5"