HISTORY In the mid-19th century, after Levi Strauss, the inventor of jeans, created the first "Levis" jeans trademark, the United States and the United Kingdom successively launched other unique denim brands. Now they have become popular in the United States, Europe and even the world, leading the clothing trend. The father of jeans - Levi's trademark. The center of the mark is decorated with golden patterns, with dark blue triangles and sky blue rhombuses alternately interspersed, which contains profound meaning and seems to transport people into the past. In 1853, gold mines were discovered in California, USA. People flocked here from all over the world, creating a gold rush. Levi Strauss, a young Jewish businessman in the textile business, had an idea. He made hundreds of pairs of trousers from unsalable canvas and sold them to gold mining sites. Unexpectedly, they became very popular. The world's first canvas overalls were born. For practicality, he switched to indigo denim and branded it with his own name "Levis". Levi's brand has accumulated his wealth, but it is the movie stars who gave this trousers the title of "denim jeans." From the 1930s to the 1950s, American male actors in Hollywood played cowboys and cowherds in the American West. This kind of trousers is used in life movies, which not only creates a tough and rough life atmosphere, but also creates the image of jeans as a romantic man. Roy Rogers, who is known as the King of Cowboys in the American film industry, transformed the American western cowboy. From then on, jeans went out of workwear and became a fashionable modern clothing model, and became a representative of American clothing culture in the mid-20th century. Young people regarded the jeans he wore in the film as the new trend they pursued. American denim brand. —Lee trademark. The logo is simple and clear, giving people more room for thinking. It is the main contribution of the Lee brand produced and marketed by H.D. Lee Company founded by Henry David Lee in the United States in 1889. It broke men's monopoly on jeans and launched women's jeans in 1949, setting off a trend of women wearing jeans. In 1997, Lee's 23-meter-long Lee10IZ giant jeans, which set a new Guinness record, were displayed in Beijing and Shanghai. Chinese people are in for a treat. The British denim brand - Lee Cooper brand was founded in London, England in 1908. It was the pioneer of European denim. It made military uniforms for the British Royal Air Force in the post-war period. Developing into one of the largest garment factories in the UK, Lee Cooper has maintained the original style of jeans every year while constantly introducing new styles, creating a natural effect of wear and mottled wear, and combining traditional and modern flowing designs. Integrated into one, the return of color leads people to an open-minded and optimistic state, showing a lasting beauty. In the early 1990s, Lee Cooper landed in Beijing as the first European denim brand, bringing a fresh breath to the Chinese denim market. The atmosphere allows Chinese people to break through the limitations of their natural body shape and fully enjoy the European style. The British denim brand Lee Cooper has a history of more than 90 years. Its products have been sold in more than 70 countries and regions around the world. A kind of fashion becomes a cluster of gorgeous waves in the tide of fashion. The subtle changes in the old texture and color that appear after being washed reflect the rough and bold return to nature; the fitted and tight geometric tailoring is extraordinary and makes people look more elegant. Chic and energetic. The so-called first pair of jeans was not what we thought it was from birth. Even the name "Jeans" was only officially adopted by Levi's company in the 1860s. We might as well take the classic 501 jeans from Levi's, the originator of jeans, as an example to trace the evolution of jeans from their birth to classics. In 1855, the earliest jeans had only one back pocket and no yokes. In 1872, he pioneered the use of metal rivets to reinforce stressed parts of jeans. In 1873, the color of jeans was changed from gray to indigo. Orange double arch stitching details the back pocket. In 1886, the pattern on the back waist plate was changed from a dwarf to two horses.

1890 Added a watch pocket and back yoke. In 1905, a second back pocket was added, and the five-pocket style of jeans was fixed. In 1922, belt loops were added to the waistband. 1937 Back pocket rivets hidden inside. In 1941, the rivet pins on the lower part of the front placket of jeans were removed. During World War II, the back waist bow and watch pocket rivets were removed, and the double arch stitching on the back pocket was replaced by a similar printed pattern. The logo "L.S.&Co.S.F.Cal." on the button was replaced by a laurel leaf. In 1947, wartime rationing ended and the arch stitch reappeared. In 1950, trousers were cut into a slimmer shape to conform to fashion. In 1955, the first batch of zippered 501 jeans was launched. 1959 Preshrunk jeans are developed. In 1966, the corners of the back pockets were fixed with short bar-shaped stitches instead of rivets. 1971 The uppercase "LEVI'S" on the red sign was changed to the lowercase "Levi's". In 1983, due to the improvement of looms, the door width was widened and the red trouser hems disappeared