The history of Levi Strauss & Co is a compelling story of hard work, innovation and success epitomizing the very ideals of American business. In 1847, Levi Strauss immigrated to New York City from Germany to join his two brothers in their wholesale dry goods business. In 1853, he settled in San Francisco to take advantage of the opportunities afforded by the California Gold Rush. Strauss eventually opened his own dry goods business called Levi Strauss & Co and sold clothing, boots, tents, canvas and other products to general stores in the region.
Jacob Davis, Strauss’s eventual partner, worked as a tailor in Reno, Nevada. He would often buy material from Strauss. The story goes that a working man’s wife once asked Davis to make some sturdier pants for her husband since he was always ruining them at work. Davis began making pants with metal rivets at the corners of the pockets and the button fly. The pants were a big hit and held up well under very tough working conditions.
In 1872, Davis contacted Strauss about his new process for making work pants stronger. He wanted to patent the product, but didn’t have the money to file the application. Strauss agreed to fund the process and the two men would share the patent. In May 1873, U.S. patent 139121 for “Improvement in Fastening Pocket-Openings” was granted to the two men opening the way for the production of modern Levi jeans.
Davis soon moved to San Francisco where he joined Strauss in the manufacture of their “waist overalls” later known as jeans. The pants were sold under the “XX” brand name since nine ounce XX blue denim was used in their production. Each pair had a watch pocket, cinch, crotch rivet, arcuate stitching and suspender buttons. The rivets all had the “LS&CO” logo embossed on them.
The Two Horse brand leather patch was incorporated in 1886 to reinforce Levi’s claim to the rivet patent and to show the strength of the pants. Levi’s began using the 501 trademark in 1890 after the rivet patent expired since the pants were originally listed as number 501 in the catalog.
Belt loops were added to the pants in 1922. In 1927, ten ounce red selvage denim was used to make 501 jeans. Levi’s was finally registered as a trademark in 1928. By 1936, the red Tab was placed on the right back pocket with the word Levi’s sewn into it.
Sold in over one hundred countries around the world, Levi’s are produced in a wide range of styles and colors. Levi jeans for men continue to be a global icon of American culture, style and fashion.
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History Of Levi Jeans For Men History Of Levi Jeans For Men
Article Source: http://discussneews.wordpress.com/2013/08/15/history-of-levi-jeans-for-men/
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