The founder of Levi’s never wore his own brand jeans as it was originally meant for laborers & miners. The company traces its origin to Levi Strauss, a Bavarian immigrant who arrived in San Francisco in 1850 during the Gold Rush. Hearing of the miners’ need for durable pants, Strauss hired a tailor to make garments out of tent canvas
A merchandising partnership of Strauss & his 2 brothers was formed in 1853. After Strauss’s death in 1902, the leadership of the company passed to 4 nephews & in-laws, the Haas. A spectacular growth occurred after 1946 when it decided to abandon wholesaling & concentrate on manufacturing clothing under its own label. By the 1960s, Levi’s had become popular worldwide as it was worn chiefly by American cowboys
It went public in 1971, operating in 50 countries!. In 1985 the Haas family staged a leveraged buyout that returned the firm to private ownership. In 1991 Levi’s was caught as instead of #manufacturing in the US, it did in the Northern Mariana Islands by Chinese laborers in illegal conditions. For this, he subcontractor was fined nearly $10M by the U.S. Gov. Recently, in Mar’19 Levis’Store went public again & its IPO raised more than $620M
Is Levi’s a brand of the bygone period for you or you still “Live in Levi’s”?