Levi Strauss immigrated to New York from Germany in 1847.

In 1853, this Jew who was engaged in canvas business took advantage of the California gold rush to go to San Francisco.

He made hundreds of pairs of trousers from a batch of unsalable canvas and took them to gold mining sites to sell them. Unexpectedly, they were very popular among gold diggers.

In 1855, Strauss gave up canvas and instead used a strong and wear-resistant indigo denim to make overalls, and used copper nails to reinforce the pockets and seams.

This kind of sturdy and beautiful trousers quickly became popular in the market, and a large number of orders came in.

Strauss used his own name, Levi's, as a product brand and opened his first store in San Francisco.

In 1873, Strauss obtained a registered patent for trousers with seams fixed with rivets.

In 1890, Levi’s coded jeans for the first time, and the world-famous 501 was its first jeans model.

Starting in 1936, Levi’s began to sew a small red flag with the word “LEVI’S” on the back trouser pocket, which became its future brand mark.

In 1954, Levi’s jeans discontinued leather labels and began using paper labels.

In 1974, the company began producing a series of washed jeans, and in 1986 it introduced pre-frayed jeans.

The 501 pants type is the most classic of Levi’s jeans, and it is also the oldest and best-selling jeans product. It is the first choice for collectors.

It is said that a pair of 501 jeans made between 1886 and 1902 sold for a sky-high price of US$25,000 in 1997.

501 has a simple design, with a straight mid-waist cut and button-type design. The hip position is not completely close to the body, making it loose and comfortable to wear.

Levi’s jeans are very well made. The buttons will never rust and the stitching is very dense.

As early as 1886, Levi's tied two legs of a pair of jeans to two horses and drove the horses in opposite directions to prove that the pants could withstand extremely strong tearing.

Since 1937, Levi’s has launched new products every year.

While retaining details such as the classic silhouette and Levi's iconic red flag, leather (paper) tags on the back of the pants, double rows of curved stitching on the back pockets, and copper studs, the wash effect of the jeans will follow the trend every year.

And change.

After World War II, Levi’s jeans became popular around the world.

In the late 1940s, the brand's sales were only US$8 million. By 1978, sales had exceeded US$2 billion, and its product line had expanded to include other ready-to-wear clothing besides denim.

In 1980, Levi’s sold its 500 millionth pair of jeans.

As the "originator" of jeans, Levi's symbolizes the pioneering spirit of the American West.

After a century and a half, it has become popular from the United States to the world, and has become a fashion acceptable to men, women, and children all over the world.

In the past 20 years, Levi Strauss, which produces Levi’s clothing, has become a large multinational company active on the world stage.

In 2001, Levi’s entered mainland China and opened its first store in Shanghai.

Brand and creativity Levi's brand and creativity In 1873, Levi Strauss tried to sew metal nails on boys' work pants to make the work pants more durable. These ideas made the work pants more durable and could withstand the test of time.

Little did he know at the time that the world's first pair of jeans and a true clothing symbol would be born.

Innovation is the central idea of ??Levi's.

Starting from Levi's jeans, whether in products, marketing, or workplace, we continue to create trends, establish new quality standards, and continue to improve the quality of our products through changes.

Levi's? 3D jeans, launched in 1999, reinterpreted the world's first ergonomically designed jeans. The tailoring of this kind of clothing and the natural curves of the human appearance lead the world trend.

Levi's Superlow jeans later set off a new trend of low-rise jeans.

Levi's brand and advertising Levi's advertising not only represents its products, but also reflects the brand and its values.

The brand stands for creativity, empathy and courage.

In the 1990s, Levi's once again used animated advertising to promote the release of Clayman products. Levi's Type 1 jeans were successfully launched in 2002. The label of this product read: 'Made for Bold Self Expression' (made for bold self-expression),

This is exactly what the Levi's brand has been pursuing for a long time: the pursuit of freedom, fun, self, sexiness and confidence.

Levi Strauss and Values ??The fundamental values ??of Levi Strauss & Co. are as far-reaching as the contribution of jeans invented by Levi Strauss to society.

These values ??are defined as empathy, creativity, integrity, and boldness.

These values ??drive our commitment to our social responsibilities.

The Levi Strauss Foundation (LSF), established in 1952, officially implements them.

This independent foundation empowers many organizations to create more social value. The foundation allocates US$15 million every year to sponsor relevant communities around the world to help eliminate poverty and discrimination, and takes special care of women and youth.