These jeans are a pair of Lee Riders 101z from the late 60s. The model is called 101 z where the "z" stands for zipper fly. The zipper fly is strongly associated with Lee jeans as it's is said that they were The first denim manufacturer to use a zipper on a work wear garment.
This particular banner was made by the H. D. Lee Company and it's printed on a piece of denim. The entire width of the fabric was used so you can still see the selvage running on each side of the banner.