Levi's Jeans: A Timeless Classic Levi's jeans
How well do you know Levi's jeans brand story? Sure, you may have been rocking the iconic apparel for some time, but how well do you know the brand and how it started, where, and why it started? Hold onto your seats, Studio 88'ers. We're taking you on a journey down fashion lane that you will not soon forget!
"A pair of Levi's® Jeans is like a good friend - It tells your story authentically while outfitting you stylishly!" - Studio 88.
So, Studio 88'ers, strap yourselves in as we embark on a fashion journey of a lifetime or, more aptly, as we tell the greatest story ever worn.
Levi Strauss & Co - A Legendary Legacy!
Levi Strauss, the creator of the classic American blue jeans, was born in Buttenheim, Bavaria, on February 26th, 1829. The inventor of the blue jeans had three older sisters and three older brothers. In 1846 after his father had succumbed to tuberculosis, Levi and his sisters emigrated to New York, where they met with their two older brothers, who at the time owned an NYC-based dry goods business called "J. Strauss Brother & Co," it was here that the young Levi Strauss began to learn the trade himself.
In 1853 as news of the California Gold Rush made its way east, Levi journeyed to San Francisco to make his fortune. He founded a wholesale dry goods business under his name while serving as the West Coast representative of the family's New York firm. Eventually, Levi renamed his company "Levi Strauss & Co."
Levi received a letter in 1872 from one of his customers, Jacob Davis, a tailor from Reno, Nevada. In the letter, Davis divulged the unique manner in which he made pants for his clients, using rivets at points of strain to make the pants last longer, and wanting to patent his new idea, Davis needed a business partner to get his idea off the ground, in 1872 on May 20th, the patent was granted to Jacob Davis and Levi's Strauss & Company and the iconic blue jeans that we know and love today was born!
The Birthing of the Iconic Levi's Jeans
With the patent granted and the riveted pants in production, Levi, a sharp-witted businessman, saw the potential of this unique product and ran with it, receiving patent #139,121 from the U.S. Patent and Trademark Office, officially marking May 20th, 1873, as the "birthday" of blue jeans, albeit that denim pants were around as workwear for years, the act of riveting these traditional pieces of denim for the first time that created what we now refer to as 'jeans.'
Now, when you see someone wearing a pair of Levi's® jeans, you know that these pants are a direct descendant of the very first pair made all the way back in 1873 — The year two visionaries turned denim pants into one of the most popular apparel pieces on earth!
1886 - The Year of the Two Horse Trademark
The Two Horse Trademark illustrates two horses attempting to force apart a pair of Levi's® waist overalls, symbolizing the strength of the clothing in the face of competition.
1934 - Enter the Lady Levi's®
The year 1934 saw Levi Strauss & Co. introduce the first blue jeans for women.
1936 - The Introduction of the Red Tab
To differentiate Levi's products from competitors, the Red Tab was added to the right back pocket of the 501® jeans, which is still placed there today.
1965 - The International Division is Formed
By the 1960s, the popularity of jeans, jackets and other Levi's® products steers the company to set up offices and factories throughout Asia and Europe.
2003 - The Launching of The Levi Strauss Signature
Popularly known today as Signature by Levi Strauss & Co.™, the Levi's® brand serves shoppers at mass-channel retail stores while giving value-oriented consumers access to products from a company with a heritage of high-quality jeans wear.
2013 - The Opening of Our Eureka Innovation Lab
The innovation lab is a research and development facility and is dedicated to ideation, design, and prototyping.
2015 - Levi's® Launches New Women's Denim Collection Globally
The 700 series is inspired by the original 1934 women's blue jeans, also known as Lot 701, and the pants include an additional stretch along with original elements like the Two-Horse Design patch.
Levi’s® At Studio 88 Presently
The hugely popular Levi’s® 522s is now available from R350.00 at Studio 88. Log onto www.studio-88.co.za or head on over to a Studio 88 store near you to take full advantage!
While the information above is only the gist of Levi's® jeans brand story, it does highlight the brand's rise from humble beginnings to a global phenomenon. Shop the latest Levi's apparel at Studio 88 online and in-store and form part of the greatest story ever worn!