In 1829, Levi Strauss was born into a family of a German clerk. As a German Jew, Levi was very smart since he was a child. He successfully completed middle school and university, just like Like his fathers, he became a clerk.

In 1850, a piece of surprising news brought endless hopes and fantasies to people: large areas of gold mines were discovered in the western United States, and everyone was dreaming of gold mining. As a result, countless people who wanted to get rich overnight flocked to the once inaccessible, desolate and barren western land.

Levi Strauss was in his 20s at the time, and the adventurous factor in his heart was ready to activate. The natural restlessness of the Jews made him uneasy about being a stable clerk. Levi was eager to take risks and wanted to pass Putting his labor and luck on the line, he gave up this boring job and joined the vast flow of gold diggers.

After a long journey, Levi came to San Francisco, USA. Only then did he realize his recklessness. He was not the first person to go gold mining. The once desolate West was now full of gold mining people. Tent, with so many people living in tents, can they realize their dream of getting rich? Can you return home satisfied? Could it be that I abandoned my job and came here, waiting hopelessly like this? He fell into deep thought.

So many gold diggers stayed in one place, living in tents, and they were far away from the city center, making it very inconvenient to buy things. By chance, Levi saw those gold diggers. In order to buy some daily necessities, he had to travel a long way, and he felt it deeply. So, he decided not to dream about the unattainable dream of gold, but to settle down and open a small daily necessities store. No longer dig for gold from the soil, but start your new dream from the gold diggers.

As expected by Li Wei, the business of this small shop was very good, and there was an endless stream of people coming to patronize it. Soon, Li Wei made back his costs and made a lot of profits. .

One day, he went out by boat to purchase many daily necessities and a large amount of canvas for tents and carriage canopies. Due to the large number of passengers on the ship, the daily necessities were sold out before they even got off the ship, but no one paid attention to the canvas. After unloading the goods at the dock, he began to shout loudly to sell canvas. Since the gold diggers had already set up tents, no one would spend money and effort to set up a second tent. Seeing that the canvas was going to lose money.

Li Wei originally thought that the tent was a necessity for people, but he did not expect that no one cared about it. He was very frustrated. Suddenly he saw a gold miner coming towards him and looking at the canvas. He quickly stepped forward happily and asked enthusiastically: "Do you want to buy some canvas to put up a tent?" The worker shook his head: "I don't need to put up another tent. What I need is something as hard and wear-resistant as a tent." Pants, do you have them? "Pants?" Levi Strauss asked in surprise. The worker told him that the work of gold mining was very difficult, and his clothes and pants often had to rub against stones and sand. The pants made of cotton were not durable and would wear out in a few days. "If these thick canvases are used to make trousers, they will definitely be strong and wear-resistant, and they may be very popular!" These words of the gold digger reminded Levi Strauss. He thought, since these canvases couldn't be sold anyway, why not try making pants? So, he had an idea and used the thick canvas he brought to imitate a pair of brown work pants that were novel in style and particularly strong and durable, imitating Jayne, a stockman in the western United States, and sold them to the miners.

In 1853, the first canvas overalls, later called "jeans", were born in the hands of Levi Strauss. At that time, they were called "Levi's overalls" by the workers. .

Maturity after the Reform

Jeans were loved by western cowboys and gold diggers at that time for their strength, durability and appropriate fit. A large number of orders are coming in. Levi Strauss no longer opened his own daily necessities store. In 1853, Levi officially established his own jeans company and began the long journey of this famous brand.

After the company opened, the products were very popular, but Levi Strauss was very dissatisfied with the canvas pants. Although canvas is strong and wear-resistant, it is thick and hard. It is not only uncomfortable to wear, but also cannot be designed into various beautiful and fitting styles like soft fabrics. It can only be made into fat, big and monotonous styles. Pants.

He began to look for new fabrics and collected information on the market.

Finally one day, he discovered that a kind of fabric was selling well in the European market. It was invented by the Frenchman Niemann. It was a blue and white twill denim fabric that had the advantages of both strength and softness.

Levi Strauss saw the sample fabric, and he immediately decided to import this fabric called "Nimes Indigo Twill Cotton Serge" from France, specifically for making overalls. As a result, trousers made from this new fabric were strong yet soft, beautiful in style and comfortable to wear, and were once again welcomed by gold diggers.

The use of new fabrics this time is of great significance in the history of jeans development. Since then, this kind of overalls made of indigo twill cotton serge has been widely spread among gold diggers, agricultural machinery workers and cowboys in the western United States. Indigo has also become the standard color of Levi's overalls. Because indigo is closely related to primitive European times and religious beliefs, it potentially helped jeans become popular in Europe.

Despite the initial success, Levi was not satisfied. He continued to look for opportunities to improve jeans.

At that time, gold miners often had to put heavy ore samples into their trouser pockets when working. The heavy ore would often cause the trouser pocket lines to collapse and break. A local tailor named Jacob Davis often repaired these torn trouser pockets for gold miners. He attached brass rivets to the corners above the pockets to hold them in place. At the same time, he also added leather trim around the trouser pockets, which was both beautiful and practical. Some workers' trousers were not frayed, but were trimmed for the sake of appearance. Jacob made a suggestion to Levi about this. Levi not only accepted the suggestion, but also added brass rivets to all the overalls that had not yet left the factory and applied for a patent. From this, the traditional jeans were finalized.

In 1872, Levi Strauss applied for a patent for the production of jeans based on basically stereotyped jeans.

Sophisticated sales secrets

As an excellent businessman, Levi Strauss not only paid attention to improving the fabric and style of overalls, but also paid great attention to the use of advertising. Promote products.

He registered a graphic trademark for his company's overalls. The trademark shows a pair of overalls with a horse tied to each side of the waistband, with the horse's head facing in the opposite direction, and beside each horse. There is always a person whipping up a whip to urge them on. Above the graphic is written: "The only overalls patented with rivet reinforcement"; below it is written: "If you can't tear it apart, you can't tear it apart", which means that two horses can't tear the strong overalls apart even if they pull hard.

In 1890, Levi launched the most classic Levi 501 series. To this day, it is still Levi's flagship product. Levi's company has relied on it to come back to life many times. For today's new people, when others wear "Lee" or "Apple brand", he must wear "Levi's"; if others wear "Levi's", he must wear "501" ".

Levi used a very special way to express the characteristics of 501. To this day, this advertisement is still outstanding. There is no unnecessary introduction. There is only a huge punching bag hanging in the air for boxing practice. At first glance, you really don’t know what the “relationship” between it and jeans is. It goes without saying that the boxing punching bag is an object that can be beaten. It must stand the test of many times before it can stand proudly. But this sandbag is special. A red label is added to the right side of it. This label was originally set on the hip pocket of Levi's jeans to make its brand logo. The last sonorous and powerful advertising slogan was unveiled. Answer: "Levi 501, naturally resistant to abrasion."

This advertisement fully demonstrates that the quality of Levi's jeans is like a punching bag. No matter you torture and beat it, it is strong and wear-resistant, and its quality remains the same.

In the early days, Levi's overalls were shorts for the convenience of gold mining workers. Later, in order to prevent mosquito bites, Levi Strauss changed the shorts into trousers and designed them into the style of Spanish shepherd boy's short stovepipe trousers. During sewing, he used topstitching and rivets to enhance the fastness of the trousers. , and highlights the decorative effect. Gold diggers looked particularly bold and elegant in these strong and wear-resistant trousers. When they went to the city for vacation, this attire attracted the envious eyes of many people, so Levi's overalls began to be popular among more professional people. Popularity.

Despite such great achievements, Levi Strauss was still very diligent and always pursued career success as his highest goal. He went deep into the mining area many times and carefully observed the labor of gold miners. Features, constantly improving the fabric and color of jeans based on first-hand observation, hoping that it will become popular among more people.

Since then, due to their durability, convenience and beautiful and unique style, Levi's overalls are no longer the exclusive clothing of gold diggers, but have become a popular fashionable clothing in American society. However, because it was developed from the clothing of gold miners and was worn by the "lower class", although it was welcomed by ordinary people, it was resisted and scorned by some people in the upper class, saying that it was "vulgar" and obscene” clothing.

For a long time, Levi's overalls were just a kind of informal wear that was not elegant. In order to expand the influence of his products, Levi Strauss continued to improve and innovate, and made lifelong efforts. When he died in 1902, the most regrettable thing was that jeans were not popularized and accepted by everyone.

However, his next generation inherited his dedication and innovative spirit and continued to launch Levi's 517, 412, and 527 models, using excellent advertisements, Hollywood movie stars, and Western cowboy movies, and finally made Levi popular. The overalls were introduced to the world.

In the 1960s, denim clothing appeared in YSL's haute couture exhibition and Pierre Cardin's clothing conference.

On the occasion of the 200th National Day of the United States in 1976, Americans sent jeans to the National Museum in Miami as their contribution to human clothing culture, and entered the annals of American history.

Today, jeans have become not only a sexy garment for all ages, but also a "fashion" that can be worn at any time without feeling out of date. Among all the jeans brands in the world, Levi is the oldest evergreen tree with a century history.

Although there is no Levi Strauss in the list of world-famous fashion designers, no fashion design master's work can be as popular all over the world as jeans and last forever. After more than 140 years of development, Levi's has developed into an international company with nearly 40 production and operation institutions in more than 10 countries and regions around the world, with an annual output of over 100 million pairs of jeans. Today, although there are many jeans brands in the world, Levi's jeans still rank first in sales volume in more than 70 countries in the world.

Spend your whole life chasing your dream of gold mining.

Don’t settle for a leisurely life, experience happiness through adventure.

Diligence + decisiveness + marketing tactics = career success.