Chinese name: Levi's

English name: LEVI'S

Brand origin: United States

Product category: accessories, men's jeans, women's Style cowboy

Levi Strauss immigrated from Germany to New York, USA 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 abandoned 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, their buttons will never rust and their 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 $8 million. By 1978, sales had exceeded $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.

LEVI\'SR is one of the most famous names from the American West. It is also the name of Levi Strauss, the inventor of the world's first pair of jeans. Levi Strauss immigrated to New York from Germany in 1847 at the age of seventeen. Speaking almost no English, he spent his first few years in the United States working for his two older brothers. He sells fabrics and household items everywhere in remote towns and villages around New York and KFC. He sometimes even sleeps on the roadside or in an empty garage. The young Strauss was so fascinated by the news of the California Gold Rush that he took a ship and sailed to San Francisco in 1853. 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 the first Levi\'s jeans. On that day, the legend of Levi\'sR 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, an arched double horse guarantee leather label and a small back pocket flag, 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.

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, Live\'s is like a century-old evergreen tree. From the day Levi Strauss, the founder of Levi jeans, produced the first pair of jeans in 1873, it has been naturally associated with the same brand. The American Gold Rush, the Western Cowboys, and the U.S. Army are all connected and have even become part of American history. It is difficult to find a clothing brand in the world that can go through more than a hundred years of ups and downs like Levi, becoming popular from one country to the world. The brand personality has always remained consistent, and it has become a fashion and jeans brand that is acceptable to men, women, and children all over the world. Leading brand, this can not but be said to be a century-old myth created by Levi brand.

After five generations of hard work and more than a century, the Levi brand, which has been registered as a trademark in more than 160 countries around the world, has always represented originality, integrity and innovation. Its product quality is not only famous for its wear resistance and sturdiness, but also its brand advertising has won many awards and is praised by the world.

The corporate brand ranked 102nd in the 2006 "Top 500 World Brands" list compiled by the World Brand Lab.