Levi Strauss immigrated to New York from Germany in 1847 when he was seventeen years old. The news of the California gold rush in 1853 fascinated the young Strauss, so he took a ship and sailed to San Francisco. He brought several rolls of canvas for tents and caravans to sell to the rapidly increasing number of residents. But he found a better use for canvas when an old gold digger said he should sell trousers that could withstand the rough use of gold digging. So he sent the unsold canvas to a tailor and ordered his first LEVI'S jeans. On that day, the legend of LEVI'S was born. People spread the word about these tough jeans. The young Strauss soon opened his first store in San Francisco. He makes many waist-length leggings. Later, he abandoned canvas and switched to denim, a strong cotton fabric woven in France with color-fast indigo dye. Strauss made many improvements to the original design from 1860 to 1940, including rivets, arched double-horse leather labels and small back pocket flags, which are now the world-famous authentic LEVI'S jeans logo. Levi Strauss Company has indeed become an American tradition. To people all over the world, it represents the pioneering power and spirit of the West. This is a brief historical overview of LEVI'S. Let everyone get familiar with it first. The following is a specific introduction to the brand history. ① Brand historical background, historical schedule and events. In 1848, gold mines were discovered not far from San Francisco, triggering the famous During the "Gold Rush", Levi Strauss left his home in New York and traveled to Old Gold to join the gold rush. He brought several rolls of canvas for tents and caravans to sell to the rapidly increasing number of residents. But he found a better use for canvas when an old gold digger said he should sell trousers that could withstand the rough use of gold digging. So he sent the unsold canvas to a tailor and ordered his first pair of Levi's jeans. On that day, the legend of Levi's was born. Young Strauss soon opened his first store in San Francisco. He makes many waist-length leggings. Later, he abandoned canvas and switched to denim, a strong cotton fabric woven in France with color-fast indigo dye. Strauss made many improvements to the original design from 1860 to 1940, including rivets, an arched double horse guarantee leather label and a small back pocket flag, which are now the world-famous authentic Levi's jeans logo. The father of American jeans - LEVI STRAUSS. He is the founder of LEVI’S STRAUSS AND CO. in the United States and a pioneer in the history of American denim culture. Although jeans originated in the United States, they were not invented by cowboys. Jeans began to appear in the American West in the 1850s. They were originally invented as clothing for gold diggers. Development process Levi Strauss was born in Bavaria (Buttenheim), Germany in 1829. Levi Strauss immigrated to New York from Germany in 1847 at the age of seventeen. At the end of the 1840s, the discovery of gold mines in California led to a gold rush in the United States. News of the California gold rush had always fascinated the young Strass, so in 1853 Strauss took a ship and sailed to San Francisco. At that time, he brought several rolls of canvas for tents and caravans to sell to the rapidly increasing number of gold miners. The birth of the first jeans in 1853. Since the clothes worn by gold miners at that time were ordinary cotton clothes, which were easier to wear, Strauss came up with the idea of ??using thick canvas to cut a new style of trousers with low waist, straight legs and narrow hips; later , he abandoned canvas and switched to denim, a strong cotton fabric woven with color-fast indigo dye in French textiles that was more comfortable to wear. Because this kind of trousers are compact and neat, they are also deeply loved by cowboys and gradually become their characteristics. In 1871, Strauss applied for a patent and established the world-famous Levi's company.

In the 21st century, Levi Strauss Company has become an American tradition. To people all over the world, it represents the pioneering power and spirit of the West. Levi’s important agenda In 1873, a young man named Jacob Davis suggested to Mr. Strauss. Driving copper rivets into the corners of Levi’s pockets can improve the pocket’s fastness and appearance. As a result, they agreed to share the first patent in Levi’s improvement process. In 1930, in order to make up for the losses caused by the economic depression, ranch owners in the western United States converted their ranches into resort hotels for the leisure and vacation of wealthy people in the east. Ranch guests from the city ride horses here and are fed and dressed like real cowboys. After the vacation, I returned home to the east with my new clothes in the west. That was the first time Levi's jeans crossed east of the Mississippi River. World War II During World War II, the manufacture of Levi's jeans was declared an essential industry. Only people directly connected to the war can buy these jeans. Zippers were first used instead of buttons in 1950 (1926 by Lee). Nearly every teenager in the 1970s had a pair of well-worn 501 jeans. And use oil paint to draw various creations on it to decorate it. The trend was so popular that a painted jeans competition was held and received 10,000 entries. The winner's work is currently on display at folk art galleries across the United States. Several original 501 jeans became part of the permanent collection of the Smithsonian Museum in Washington, D.C., and were displayed in the "1876 Contennial Exhibit" in 1976. Levi’s 150th anniversary in 2003. Levi’s 501 used copper rivets to strengthen the pockets in 1870 because early customers reported that the pocket stitches often fell off due to wear and tear, making the pockets stronger. And obtained the patent in 1873. The success of the LEVI'S kingdom can be considered to have started with LEVI'S 501. 501 was the pants produced in 1873 after Jacob Davis and another group patented the "bump studs" used in the button jeans they produced. The 501 at that time had a very fitting effect after shrinking, which was very popular with the workers at that time. All 501s around the world are supplied with fabrics by the only CONE fabric factory located in Northern Colorado in the United States. Levi’s trademark ARCUATE is the oldest clothing logo in the United States. This double-stitch design symbolizes a pair of flying birds and has been sewn on the back pocket of jeans since 1873. Legend has it that arcuate is a rare bird that once flew into Levi's tailor shop and landed on the back pocket of the famous jeans. Levi's believes it symbolizes the human spirit of freedom. So it was sewn onto the back pocket of their jeans as a timeless symbol. This is the first trademark in the American clothing industry, and it is also the longest-standing trademark in the United States today. In 1886, founder Levi Strauss tried to tie two jeans tubes to two horses respectively, and pulled the horses in opposite directions. As a result, the two horses were exhausted and gave up, proving the strong quality of Levi's jeans. In 1936, he pioneered the jeans cloth label culture, sewing a small red cloth label on the back pocket of jeans, which became the imprint of Levi's jeans; and became a brand marking method that other denim brands rushed to imitate. In more than 150 years of history, Levi's, which emphasizes originality, has created many monumental creations that have established its supreme position in the denim industry. 1847: Levi Strauss, the 18-year-old founder of Levi's, immigrated to the United States from Germany. 1853: Levi Strauss established Levi Straussamp; CO Company in San Francisco and made the first pair of jeans from canvas. 1855: Levi Strauss used warp yarn imported from France to make blue jeans. Denim with white color and weft replaced the earliest canvas.

1873: Levi's registered the first pair of trousers that used rivets to fix the pocket seams. From then on, the word "jeans" was used to refer to trousers made of twill. 1890: Levi Strauss & Co. coded jeans for the first time, and the world-famous 501 was Levi's first jeans model. 1905: S506XX began production (officially LOT S506XX in 1917). The first-generation coat pockets produced at this time did not have lids, and cheap jackets 213 were also produced. 1928: S506XX and 213 had lids on the pockets. 1936: With RED TAB products began to be produced in 1941: S506XX, and the cover was removed, but there was still RED TAB. Production was discontinued in 213 (representing the discontinuation of cloth label and black concentric hollow buttons). 1944: S506XX. Laurel pattern buttons were used during World War II. 1947: S506XX was discontinued, 506XX was produced and the pocket was covered again, 519XX (blanket lining) was produced in 1952: 506XX, 519XX were discontinued, the second generation 507XX and 517XX (blanket lining) began to be produced, and the word R appeared on the TAB 1954 Year: Leather labels were discontinued and paper labels began to be used. 1962: 507XX and 517XX were discontinued. The third generation jackets 557XX and 559XX (with blanket lining) began to be produced. 1966: 557XX and 559XX were discontinued. 557 and 559 were produced and paper labels were started. The words EVERY GARMENT GUARANTEED at the bottom were removed. 1967: Production 557 70505 1968: Production 70505 0217 1969; the big label was replaced with a small label. And began to become a small one. 1974: Levi's launched a series of washed jeans. 1978: Although many jeans brands from different designers have been put on the market, Levi's sales still exceed 2 billion US dollars. 1980: Jeans sales achieve unprecedented success, reaching the 502,000,000 mark. 1984: Levi's became the representative clothing of the US Olympic team and conducted a large-scale promotion for Levi's501blues. 1986: Levi's Jeans begins producing pre-pierced, ripped jeans. 1995: The website www.levi.com was officially launched. 1996: LVC was officially launched on the market. This is a replica series based on Levi's classic models. 1999: The REDTM series was born, once again innovating jeans for the 21st century. 2000: Levi's three-dimensional jeans series levi's Engineered jeans are launched. 2001: Levi's entered mainland China and opened its first store in Shanghai. 2003: The 150th anniversary of Levi's and the 130th anniversary of jeans. In the same year, the type1tm series was born. The formation of a classic brand needs to go through the baptism of history and the tempering of difficulties~ Whether it can succeed requires the proof of history and the explanation of time~