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Levi Strauss co-invented jeans in 1873, and found fame based on his own personality and the traditional, relaxed American look.

Levi’s, Levi’s creativity and blue jeans.

Levi Strauss was born in Germany on February 26, 1829. At the age of 24, he traveled out West to make fortune under the Californian Gold Rush. He first created a wholesale dry goods company to supply miners and, at the same time, he worked at J. Strauss Brother & Co, his brother’s West Coast business. Suggested by miners to sell durable pants, Levi began to design them. In 1853, he founded Levi Strauss & Co. company, which is nothing else than the family firm renamed. Unfortunately, the pants caused heat due to the material by which they were made of. Therefore, Levi Strauss used denim instead of twilled cotton cloth. That is the beginning of blue jeans history. The Levi’s 501, created in 1890, became the most famous emblematic design of the brand.

Levi’s, Levi Strauss & Co.

Levi Strauss & Co, based in San Francisco, California, was founded in 1853 by Levi Strauss. The company is the manufacturer of the legendary blue jeans. On May 20, 1872, Strauss and Davis received a United States patent and Trademark Office that allowed them to use all materials to strengthen the pockets of the denim work pants. As the company grew up, it acquired a Canadian clothing manufacture called Great Western Garment Co. The company then expanded and turned to an affiliation system and the Levi’s latest U.S factory in San Antonio was closed in 2003. In 2013, Its 16.000 employees contributed to make a revenue of 4,68 billion €. Nowadays, Levi Strauss and Co. has 2800 company-operated stores based in many countries.

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