the word Cowboy, an American cowboy, actually comes from Spanish? It's a literal translation of Spanish "Vaquero". "Vaquero" developed from the root "vaca"? Meaning "cow"? So "Vaquero" translated into English is "Cowboy". The earliest cowboys were descendants of Europeans who came to live in America. Jeans are jeans? It was first recorded in 1567? Is it the name for the trousers worn by merchant sailors from the Italian port city of Genoa? That is, "Genoese" or "Genes" The resounding name "Jeans" was officially adopted by Levi's Company only in the 196s? Before that, it was called "waist-length overalls" or "pants". The 185s? A large gold mine was discovered in the western United States? Countless people who dream of making a fortune flood into the desolate and depressed west. There's a young man in his early 2 s, Levi? Strauss can't stop the temptation of gold? Give up the long-tired clerical job? Join the mighty gold rush. Levy came to San Francisco? Because there are many gold diggers? Make a quick decision? Give up panning for gold from the sand? Change to "gold panning" from gold diggers. He opened a small shop selling daily necessities in the local area? Business is booming? However, a large number of canvas purchased for tents and horse-drawn carriages have been neglected. To deal with the backlog of canvas? Levi tried to cut it into pants with low waist, straight legs and tight hips? Selling it to gold miners? Because it is more wear-resistant than cotton pants? Very popular with gold miners. "Levi's pants" spread like wildfire. Levi sold the small department store? Opened a company specializing in the production of canvas overalls. May 2, 1874? Levi began selling blue jeans with copper rivets. There was no beautiful name at that time? Only 51 is the factory number? LEVI'S51 became a household name for a while. Since 1936? LEVI'S began to sew the white and gold red flag of Levi's on the back pocket? This became the mark of Levi's registration in the future. While Levi is improving the fabric and style of overalls? Started to pay attention to the promotion of its products. First of all? He registered a graphic trademark for the company's overalls? The trademark shows a pair of overalls with a horse tied to each side of the waistband? The horse's head is facing in the opposite direction? There is a man beside each horse who is whipping and urging. What does it say at the top of the figure? "The only overalls patented for rivet reinforcement"? What does it say below? If you can't tear it, you can't tear it. This trademark stands out? It was quickly recognized by consumers. "Levi's pants" are shorts? To prevent mosquitoes and insects from biting? Levi changed shorts into trousers again? And design it into the style of Spanish shepherd boy's short stovepipe pants? How to enhance the fastness of trousers by using open stitches and copper rivets when sewing? But also has obvious decorative effect. The gold miners look particularly proud in these sturdy and wear-resistant pants? When they go to town on vacation? This kind of durable, convenient, beautiful and unique costume has attracted a lot of attention? So it became popular among people of more professions? It has gradually become a fashionable dress favored by the American public. However? Because of its humble origin, it was strongly rejected by the upper class? Many schools have banned students from wearing them.

193s and 194s? American western movies are popular. Levi's took advantage of this opportunity? Let Hollywood movie stars wear "Levi's pants" during performances? Play the heroic and handsome cowboy image in the film? So fans call the overalls worn by the stars "Jeans". From now on? Many people in the eastern part of the United States also have a pair of jeans as a fashion. After World War II? A large number of babies were born in America and Canada (the famous baby boom in American history)? The boss of Levi's company was thinking about such a question? What kind of clothes will these children like to wear when they grow up? What kind of lifestyle do you like? He made a bold guess? When these children grow up, they will get tired of this life of obeying rules and suits? And willing to pursue a more leisure lifestyle. Based on this judgment? He began to develop wide twill to produce jeans. In the sixties? Wearing this kind of coarse clothes with wide thread twill has become a fashion of life for young Americans. In 1971? Levi's listed? After buying PerryEllis, OxfordSuits and Koret, a women's clothing manufacturer? Levy soon fell into the trap of trying to meet all the needs of everyone. Levi's non-jeans business proved to be a big mistake? Fortunately, its jeans business continues to grow. In its heyday? In 1981? Levi's jeans sold 52 million pairs in the US market. Obviously? Not just cowboys and young people? There are many other people wearing these pants. Considering Levi's business and family traditions? Levi? Descendants of Strauss? Haas family began to play an increasingly active role in running the company? They privatized the company? And sold all the non-jeans business? Levy refocused on jeans business. To emphasize this point? In 1987? Levi launched the Dockers product line, which will be popular in the future. But in the' 9 s? Blue jeans used as uniforms by the rebel and cowboy generation? Began to fade out from the forefront of fashion. In 1989? Levi's sales in the United States fell from 52 million in the original scenery to 387 million. Many new competitors have also fought their way out in the market. All of a sudden? Levi's red logo is teetering in the rush of competitors. In 199? Levi occupies 48.2% of the market in jeans category? By 1998? Levi dropped to 25.%? Levi's leadership disappeared like this. When Robert in 1996? When Hayes led Levi? He put one of the most successful brands in the world under the hands of four people? He, an uncle and two cousins. The Harvard MBA who worked for Peace Corporation and McKinsey before joining Levy? Bring enlightened management methods to Levi, an old-fashioned clothing manufacturer? And get applause from the media. The company also began to gradually reposition its mission? Levi wants to change from a responsible and successful enterprise to an "authority on casual clothes". Levi's company has formulated "global thinking? Local action "strategy? Become a global American clothing manufacturer. In most foreign markets? Levi's boldly publicizes its profound American culture? Most European and Asian consumers think Levi's jeans are synonymous with special fashion. Levi's bold and innovative global marketing activities have achieved excellent results? As the domestic market continues to shrink? Foreign sales volume has become the main reason to promote the growth of Levi's company. By building a solid foundation with jeans as the core? Accompanied by well-designed products and market development programs? Levi's has found a way to increase profits in the case of the decline of the domestic jeans market. American cowboy brand-Lee trademark. Is the logo simple and clear? Give people more room to think? It was founded in 1889 by Henry? David? H founded by Leigh? D? Lee company produces and markets the Lee brand. Its main contribution is to break the situation that men monopolize jeans? Introduced women's jeans in 1949? Set off a wave of women wearing jeans. American cowboy culture from the ground up? Different from European culture and Indian culture? And absorbed the essence of many cultures? Make yourself develop. With the strength of America? American culture became popular all over the world. Cowboy culture is deeply rooted in the hearts of the people with the cowboy image in the film. Through many facts and legends? Cowboys have become a great representative of American culture. And jeans and denim clothes? Has become a distinctive symbol of American cowboy culture.