Perhaps the most famous clothing brands in the world, Levi Strauss & Co. is the inventor of blue denim jeans. Here is how it happened. In the mid-1800s during the California Gold Rush young German immigrants traveled to San Francisco with the aim of opening the West Coast branch of his brother in New York dry goods business.
The young man's name was Levi Strauss. Upon arrival, he was asked by a gold digger what he sold. After being told he was selling rough canvas for tents and wagons prospector says he must sell the pants, because she could not find strong enough to survive.
The comment was clearly registered with Strauss. Rather than sell the canvas to make tents, he turned into a high waist overalls. While they proved popular with the miners so they complain inflammation Strauss turned into French twilled cotton fabric called "serge de Nimes" - from which we get now a general term "denim". That was in 1853 and Levi Strauss & Company was founded.
The company has gone from strength to strength and has some important landmarks in history. This includes the time they create a tuxedo denim for Bing Crosby after crooner was almost denied entry to a hotel for wearing jeans Levi's and the fact that the rodeo stars of the legendary Pancho Villa only wear Levi's to look a little crazy with bull Brahma, where he often tossed and gored!
As well as world famous brand Levi's, Levi Strauss & Co. also has the Dockers and Signature by Levi Strauss as a brand, selling a variety of clothing separately from Levi's blue denim jeans.
Levi Strauss & Co. is almost as famous for its advertising campaigns such as jeans. They have successfully used the old, forgotten songs in television ads just to see the songs that popularized back and sell again.
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