If you want to trace the origin and history of jeans, a representative can't help it. He is the father of American cowboy-Levi Strauss: the founder of Levi Strauss Company and the pioneer of American cowboy culture and history.
Levi Strauss was originally from Germany and made his fortune in San Francisco in 1847. At that time, he had been selling canvases for a living. Later, he found that local miners were in urgent need of a kind of tough pants, so he made a batch of pants out of brown canvas used to build tents and sold them to local miners. Then it was very successful and saw the ideal result. LEVI'S STRAUSS AND CO was established to produce jeans, and the myth of Levi's began.
The success of Levi's Kingdom began with Levi's 50 1, and the birth of 50 1 was that Levi's and another group of jakob davies applied for a patent for their button jeans in 1873. At that time, 50 1 was a very fit effect after shrinking, which was very popular with workers at that time. Therefore, some people think that Levi's jeans are the product of helping to build the American dream in his early years. Jeans in the thirties all played the role of work clothes, but they tended to be casual, but they were mainly practical designs. In 1960s, Levi's Kingdom expanded its business in Europe on a large scale, and then swept the whole continent, with its business volume and reputation soaring.
Jeans culture has been a global collective trend since 1970s, with a breakthrough in style change. From the traditional straight leg style, wide-angle pants and bell-bottoms have been changed. From bell bottoms to radish pants in the 1980s. The appearance changes of jeans went to extremes in the 1970s and 1980s. In the meantime, Levi's has been following the fashion trend. In the late 1980s, jeans changed from the previous emphasis on fit and fit to the pursuit of the original flavor of jeans. Together with this trend, LEVI's 50 1 set off another jeans trend, which was also influenced by this trend in the 1990s. In addition to the backflow of 50 1, LEVI's modern series has three branches, which are distinguished by different colors of trademark flags. The "Red Flag" aims to oppose the fashion of "pursuing the original flavor" that is too close to the body (including 501); "Silver Flag" advocates "modern basic" style: paying special attention to high quality, washing technology and production effect; In addition to the basic styles, "Orange Flag" has also developed other fashionable styles, which is a series of products close to the trend in materials.
In the 1990s, Levi's propaganda techniques were more innovative. Product sales are developed through the next level. The myth of Levi's began with 1847, which has gone beyond half a century. It is indeed a miracle of cowboy and American culture, and I believe this myth will continue to spread.