Hello①Lee (USA): LEE is one of the three classics of American cowboy culture. LEE has come a long way in establishing American cowboy culture. Through different stages of development, LEE has always maintained a posture that is both practical and fashionable. During the evolution of jeans from practicality to fashion, LEE plays an important role. Company founder H.D. LEE was originally a work clothes manufacturer. In this century, he mainly supplied daily work clothes to farmers and workers in the Midwest and West of the United States. Some classics from that time are still popular today, such as the suspender overalls "BIB’N'BRACE" and the long-sleeved overalls "UNION ALL" that became the uniform of the US military in World War I. It was a pioneering work in 1910 that the company's products could become a national image.
Another revolutionary initiative by LEE occurred in 1926, when LEE's first zip-up jeans were born, which was the world's first zip-up jeans. At this time, LEE's promotional slogan is "TAILORED SIZES", which is innovative and unique. After World War II, with the success of its Wild West jeans image, LEE spread to cities on the East Coast and spread across the country. The western image has not only become fashionable, but also played a leading role in the jeans market. At this time, LEE's famous LEE leather brand appeared. With the success of LEE RIDER in the market, LEE has become a registered classic product.
In 1975, in addition to the western image, LEE injected a new market plan: the first plan to develop women's jeans. A series called "FIT FOR GIRLS" (now LEE GOSSIP) was launched, opening up a new side of the women's clothing market. Since 1986, LEE has developed different customer categories in the entire denim industry market:
LEE BASIC - a series of jeans with five-bag classic styles and tailoring of different fashion trends, as well as casual pants and twill. Pants (CHINOS) and other different styles.
ROUGH RIDER - Traditional style, but with high quality and trendy cutting and packaging techniques, it is a symbol of LEE's product guarantee and market position as an expert jeans manufacturer.
GOSSIP - a women's clothing series tailored to fit the female figure, with new and contemporary designs.
Today, LEE's long history has made it a mainstream jeans in the United States. Its products still maintain a certain level and value in terms of both traditional and avant-garde aspects, and have become the code name for jeans that are both classic and fashionable.
(ps: There is also a Lee Cooper in the UK, but the American Lee is usually talked about more.)
② Old European Lee Cooper: Founded in London, England in 1908 Lee Cooper is the first person to create an old European denim brand. During World War II, it produced military uniforms for the British Royal Air Force. After the war, it became one of the largest garment factories in the British Peninsula and began to expand its global sales. In the 1950s, Lee Cooper carried out the second revolutionary design of women's jeans after Lee: changing the zipper of women's pants from the side to the middle. This was a move that caused great controversy at the time, but was eventually accepted. In the early 1990s, Lee Cooper launched in Beijing as the first European denim brand.
③Wrangler: Founding time: 1904. Work (work), war (war), west (west), warehouse (warehouse) - the "W" stitched on the back pocket of Wrangler is not only the first letter of the brand, but also represents the most famous symbol in American history. Symbolic of the western state of existence.
Once the Wrangler brand was launched by Blue Bell in 1904, it appeared as a pure denim image that was different from American miners (Levi's) and railroad workers (Lee). Therefore, the earliest Wrangler jeans were called 11MW (Men's Western), and its image logo was Rodeo Ben, a Western Horse Reining Competition competitor and Hollywood horse training film star. Black jeans are Wrangler's most classic contribution to denim history. Brand features: Rugged yet confident, traditional and classic yet modern! Even during World War II, we still received orders for U.S. military uniforms.
④Alternative DIESEL: It was only officially founded in Italy in 1978, but it won the European jeans sales championship for three consecutive years in 1995, 1996, and 1997, sharing the world with the American market leader Levi’s. Before establishing the brand, its president, Renzo Rosso, was a royal designer who sewed jeans for the Italian royal family, and the royal family favored him very much. When he and two friends founded the company, they went against the fashion industry's practice of naming brands after themselves and replaced them with the word DIESEL (meaning diesel engine). The inspiration came from the popularity of diesel at the time: in 1972, all over the world Facing a serious energy crisis, diesel was temporarily regarded as a star energy source and a trend representative. Renzo uses this to express its brand position: positioning itself towards the young emerging generation. The emergence of DIESEL adds the restraint of Italian high-end fashion to the attitude of jeans: sexy tailoring deliberately modifies the curves of the legs and hips; the first three-point waist-fitting pants design makes the lower abdomen look flat without sculpting when worn. Fat; the hip line is low in front and high in back, showing a streamlined arc, which can avoid the indecent exposure of underwear when squatting. But now DIESEL has transformed into a major fashion brand and is no longer just a denim brand. . .
⑤Levi\'s: Founded in 1847, it has a history of 158 years. An article introducing Levi\'s begins with this sentence:
"If you don't have jeans, please raise your hand!"
"If you don't have Levi\'s jeans, please raise your hand!" Hands!"
"Those who have never heard of Levi\'s jeans, please raise your hands!"
The image illustrates Levi\'s position in the history of jeans. The development history of Levi's is actually equivalent to the development history of jeans:
1855 - The earliest jeans had only one back pocket and no yokes.
1872--The first use of metal rivets to reinforce stressed parts of jeans.
1873--Jeans were changed from gray to indigo. Orange double arch stitching details the back pocket.
1886--The pattern on the back waist plate was changed from a dwarf to two horses.
1890--Added a watch pocket and rear yoke.
1905 - A second back pocket was added, and the five-pocket style of jeans was fixed.
1922--Belt loops were added to the waistband.
1937--Back pocket rivets hidden inside.
1941--The rivets on the lower part of the front placket of jeans were eliminated. During World War II, the back waist bow and watch pocket rivets were removed, while the double arch stitching on the back pocket was replaced by a similar printed graphic. A laurel leaf replaces the emblem "L.S. & Co.S.F.Cal." on the button.
1947--The arch stitch reappears.
1950--In response to fashion trends, trousers were cut into slimmer styles.
1955--Start producing zippered 501 jeans.
1959--Developed preshrunk jeans.
1966--The corners of the back pockets are fixed with short bar-shaped stitches instead of rivets.
1971--The red label was changed from "LEVI`S" to "Levi`s"
Levi\'s has many jeans series, and 501 is the legend among legends. .
The 501 series of jeans is one of the best-selling jeans in history. Created in 1873, it features a washed fit and copper buttons. The number "501" is the name of the fabric used to make this batch of denim. In the 2000 issue of Time magazine, Levi's 501 jeans, which were more popular than mini-shirts and little black dresses, were named the best fashion of the 20th century.
501 jeans represent fashion and are even loved by celebrities. Whether in Europe, America or Asia, celebrities are the best spokespersons for Levi\'s 501 jeans. In the Asian market, 501 is sought after by countless fashionable men and women because of its endorsement by Japanese star Takuya Kimura. Kimura is the first artist in the Japanese art world to win the "Best Jeans Artist Award". He himself likes to wear jeans both in public and in private. The "Takuya wash" named after Takuya Kimura in Levi\'s 501 series is the most popular wash color.
Levi\'s jeans American spirit
Levi\'s jeans (Levi\'s) of Levi Strauss & Co., already have With a history of 150 years, it was founded by German immigrant Levi Strauss. Levi Strauss' jeans reached their peak sales in 1996, with total annual sales reaching $7.1 billion.
Levi Strauss is recognized as the inventor of jeans.
"Jeans" means jeans, which was first recorded in 1567. It is the name given to the trousers worn by merchant sailors from the Italian port city of Genoa, namely "Genoese" or "Genes". The resounding name "Jeans" was only officially adopted by Levi's company in the 1860s. Before that, it was called "Waist High Overall" or "Pantaloons".
In the 1850s, large areas of gold mines were discovered in the western United States, and countless people with dreams of getting rich flocked to the desolate and depressed west. There was Levi Strauss, a young man in his early 20s who could not resist the temptation of gold. He gave up his long-tired clerical job and joined the vast flow of gold diggers. When Levi came to San Francisco, because there were so many gold diggers, he made a prompt decision to give up digging for gold in the sand and instead "dig for gold" from the gold diggers. He opened a small store selling daily necessities locally, and the business was very prosperous. However, no one paid attention to the large quantities of canvas he purchased for tents and carriage covers.
In order to deal with the backlog of canvas, Levi tried to use it to cut trousers with low waist, straight legs and tight hips, and sold them to gold diggers. Because they were more wear-resistant than cotton trousers, they were very popular among gold diggers. Workers welcome. "Levi's Pants" spread like wildfire. Levy sold the haberdashery and started a company specializing in canvas overalls.
On May 20, 1874, Levy began selling blue jeans with copper rivets. There was no beautiful name at that time, only the factory number 501. LEVI’S501 became a household name for a while. Since 1936, Levi’s began to sew the platinum “LEVI’S” red flag on the rear trouser pockets, which became the registered mark of Levi’s in the future.
While Levi was improving the fabric and style of overalls, he also began to pay attention to promoting his products. First, he registered a graphic trademark for the company's overalls. The trademark showed a pair of overalls with a horse tied to each side of the waistband, with the horses' heads facing in opposite directions, and a person whipping a whip next to each horse. Urgent.
Above the graphic it reads: "The only overalls patented for rivet reinforcement" and below it reads: "If you can't tear it apart, you can't tear it apart." This trademark is very eye-catching and quickly recognized by consumers.
"Levi's pants" were originally shorts. In order to prevent mosquito bites, Levi changed the shorts into long trousers and designed them into the style of Spanish shepherd boy's short stovepipes. Use open stitching and copper rivets to enhance the fastness of the pants and have an obvious decorative effect. Gold diggers looked particularly proud wearing these strong and wear-resistant trousers. When they went to the city for vacation, this durable, convenient, beautiful and unique attire attracted a lot of attention, and it began to become popular among more professional people. , has gradually become a fashionable clothing favored by the American public. However, due to its humble origins and strong rejection by the upper class, many schools have banned students from wearing it.
In the 1930s and 1940s, American western movies were popular. Levi's took advantage of this opportunity to let Hollywood movie stars wear "Levi's pants" during performances, playing the role of chivalrous, handsome and unrestrained western cowboys in the film. As a result, movie fans took advantage of the overalls worn by the stars. Called "Jeans". Since then, many people in the eastern United States have also regarded owning a pair of jeans as fashionable.
After World War II, a large number of babies were born in the United States and Canada (the famous baby boom in American history). The CEO of Levy Company was thinking about this question: What will these children like to wear when they grow up? clothing? What kind of lifestyle do you like? He made a bold guess at that time: These children would be tired of this routine life of wearing suits and ties when they grow up, and would be willing to pursue a more casual lifestyle. Based on this judgment, he began to develop wide-line twill to produce jeans. In the 1960s, wearing this wide-line twill coarse cloth became a lifestyle fashion for young Americans.
In 1971, Levi's went public. After acquiring Perry Ellis, Oxford Suits and women's clothing manufacturer Koret, Levi's quickly fell into the trap of trying to satisfy everyone's needs. Levi's non-denim business proved to be a big mistake, but fortunately its denim business continued to grow. At its peak, in 1981, Levi's jeans sold 502 million pairs in the U.S. market. Apparently, not only cowboys and young men, but many other people are wearing these pants.
Taking into account Levi's business and family tradition, the descendants of Levi Strauss, the Haas family (Haas) began to play an increasingly active role in running the company, and they took the company privately ized and sold all of its non-denim businesses, Levy refocused on its jeans business. To emphasize this point, in 1987, Levi launched the Dockers product line that would become popular in the future. But by the 1990s, blue jeans, used as a uniform by the generation of rebels and denim worshippers, began to fade from the forefront of fashion. In 1989, Levi's sales in the United States fell from the original high of 502 million to 387 million. Many new competitors have also carved their way into the market. Suddenly, Levy's red logo was crumbling under the onslaught of competitors. In 1990, Levi's accounted for 48.2% of the market in the jeans category. By 1998, Levi's dropped to 25.0, and Levi's leadership position disappeared.
When Robert Haas took charge of Levi's in 1996, he put one of the world's most successful brands under the control of four people: himself, an uncle and two cousins. The Harvard MBA, who worked for the Peace Corps and McKinsey before joining Levy, brought enlightened management methods to Levy, an old-fashioned clothing manufacturer, and won praise from the media. The company also began to gradually reposition its mission: Levy would transform from a responsible and successful company to "the authority in casual wear."
Levi's has formulated a "Think Globally, Act Locally" strategy to become a global American apparel manufacturer.
In most foreign markets, Levi's Company boldly promotes its profound American culture. The vast majority of European and Asian consumers consider Levi's jeans to be synonymous with particularly fashionable styles. Levi's bold and innovative global marketing activities have achieved excellent results. As the domestic market continues to shrink, foreign sales have become the main reason for the growth of Levi's.
By building a solid foundation around jeans, coupled with a carefully designed product and market development program, Levi Strauss & Co. has found a way to increase profits amid the decline in the domestic jeans market.
⑥Exquisite and close-fitting REPLAY
REPLAY is a brand from Italy and a world-renowned leisure brand with global reputation, REPLAY clothing. The reason why its flagship denim products are so popular is that they strive for excellence in everything from design concepts to technical processing and trousers tailoring. They embody fashionable alternativeness and make people feel comfortable and close-fitting.
⑦ Simple style CK
Calvin Klein is the largest designer brand in the United States. Calvin Klein (Calvin Klein), he is known as the "Fashion Prince" of New York's Seventh Avenue. "Minimalist style" is Calvin Klein's "registered trademark" in design, and it is also a popular trend today. In the late 1970s, he entered the denim clothing industry and enabled the young star Brook Shields, who had just grown up at the time, to advertise for her denim clothing. Girl, this is the beginning of many of Klein's controversial advertisements: the young Shields shook her flowing hair, put one hand gently on her hip, and said the world-famous advertising slogan in a magnetic voice : "There`s nothing between Calvin and me" (I am very close to Calvin) This is implying the underwear she is wearing! Sexy is an important style of CK!
⑧DKNY (Donna Karan New York) is the denim brand of Donna Karan (Donna Karan), known as the Queen of Fashion
Donna Karan grew up in New York, so she naturally has a passion for this city. She has a special preference, and this love is unreservedly expressed in her second-tier series DKNY. DKNY is the embodiment of New York, representing the vitality and vitality of New York, an international city, and has become a part of the life style of New Yorkers. DKNY Jeans is a trendy daily wear that is full of vitality and movement. Young men and women who are generous, cheerful, youthful and uninhibited are the fans of this series!
⑨Luxury DIOR denim
Generally, most of the jeans of the world's top brands use denim fabric produced by traditional Japanese looms. This is also the reason why all Dior jeans in this series are made in Japan. Using such high-grade fabrics, you can arbitrarily "spoil" jeans without any side effects. It is also said that this fabric is somewhat waterproof! Each pair of these jeans is handmade, including whitening, burnt, damaged, rolled effects, etc. So each one is different. Of course the price is amazing too!
⑩Sexy and bold GUESS
GUESS was founded in 1981. It originally started as a cowboy. The four Marciano brothers, who yearned for American style, came to this free paradise from the south of France. , launched a pair of jeans named Marilyn jean to prove their new concept, and it became an instant hit. From then on, GUESS officially began to expand its fashion transnational territory, giving denim products a new look and becoming a fresh and fashionable brand that is not affected by time. Sexy representation. 31711 Hope it is useful to you.