Levi Strauss & Co.

PREMIUM FABRIC & FINISHES

Signature by Levi Strauss & Co. jeans are sewn from premium heavy-weight denim for
exceptional durability, then carefully detailed with vintage-inspired finishes — leaving you with
a one-of-a-kind pair that truly lasts.

QUALITY IS IN THE DETAILS

From side seams to our durable triangle stitch, every inch of thread counts toward making jeans
that stand the test of time. Metal rivets add extra strength by reinforcing the corners, and years of
finessing our patterns means you can always count on a tried-and-true fit.

Market
Levi jeans were first manufactured for the
gold miners of California in the 1850s. Since
then jeans and denim clothing in general
have
become essential clothing items worldwide.
Suitable for all occasions from working on a
building site to clubbing it till dawn, jeans
have
become the one item of clothing almost
everyone is guaranteed to own.
In the UK the jeans market has fluctuated
throughout the 1990s as fashion trends have
come and gone. However, a recent surge in
the
popularity of denim for the Millennium
looks
set to boost the market for the coming years.
Achievements
Levi Strauss & Co is the world's largest
apparel manufacturer. It was the first
company
to develop denim as work and fashion wear
and remains the best known denim brand.
Levi's jeans are synonymous with its title –
the Originals. It has become a fashion
classic for
generation after generation; from the 501
®
s look
of James Dean in the 1950s, to the
Engineered
style of DJs, the Dreem Teem for the year
2000.
Levi's enduring success is due to its superb
product quality, combined with one of the
most
powerful and persuasive advertising
campaigns
of all time. All the campaigns from the
'shrink-to-
fit' Nick Kamen advert to the 'twisted
attraction'
Engineered promotion have served to push
Levi's to the forefront of pop-culture
consciousness. The brand has also remained
young and dynamic with a policy of
consistent
renewal and diversification
Products
Lady Levi.
Invented the world’s first blue jeans in 1873. That’s a hard act
to follow, but the company unveiled another revolutionary
product in 1934: Lady Levi’s® jeans, the very first denims
made specifically for women.

Western women had been wearing men’s 501® jeans for

decades, because they also worked hard on family ranches, rode
horses and lived the rugged life of the west alongside their men.

LS&Co. saw this happening and decided to give women a jean

of their own. Made of a pre-shrunk denim, with a “feminine
fit,” Lady Levi’s® jeans—also called Lot 701—were not only
meant to give women a choice in denim, but they were aimed a
very specific audience: visitors to western “dude ranches.”

• The first pair of women’s jeans, Lady Levi’s®, are created. Assigned lot number 701 to distinguish
them from men’s jeans (Lot 501), the original pairs were aimed at women working on ranches
and sold in several Western states.

• They owe their femininity to the waist high and tight style.

Levi’s Curve ID
We're introducing a new revolutionary Levi’s® Curve ID custom fit system based on shape, not size. We
studied and listened to women from around the world, and identified three distinct body types that
account for 80% of women's shapes.

Levi’s is selling new Curve ID jeans in three different versions: a “slight curve,” a “demi curve,” and a
“bold curve.” The sizes in the various versions basically range from 2 to 14 (although I’m aware sizes are
completely and non-sensically different from company to company.) The tag line for the ad campaign is
“All asses are not created equal.”

Our bodies are perfect, though not the same. Levi's® Curve ID system brings you jeans that flatter every
female form.
Three distinct cuts that cater to your curves for a flawless, body-loving fit. In a range of styles and
finishes you'll love to wear.
LEVI’S WATER-LESS
• Less is More. Water<Less™ products reduce the use of water in the finishing process by up to
96% for some styles. We've already made more than 13 million Water<Less™ products and
saved over 172 million liters of water. That's just the beginning as we're committed to making
more Water<Less™ products so that we can use less and give more.

In celebration of World Water Day (March 22), Levi Strauss has released new stats about how
much water can be saved by changing the way it makes its products: A new infographic
illustrates the amount of water the company has saved through the production of its Water<Less
jeans collection — designed to reduce the water used in the finishing process by up to 96 percent
— and its 100% recycled water standard, a first for the apparel industry.

Levi's is inviting its customers to do their part to conserve water for World Water Day and every
day — the company says that by washing their jeans every two weeks, instead of weekly, they’ll
save 14 liters of water, the equivalent of five days' worth of drinking water for one person.

In other water-conservation news, on Monday, the Coca-Cola Company, WWF and Global
Water Challenge launched the #ToastToWater social media campaign in honor of World Water
Day. The campaign asks people to publicly thank water for all it does while also educating site
visitors about water challenges being faced around the world.

Levi's 511 Commuter

The Levi's 511 Commuter Jean is advertised as, "Designed for the commuting cyclist and
detailed with multiple high-performance features, our new 511™ Commuter Jean combines form
and function." From bike-friendly features like 3M Scotchlite reflective fabric for increased
visibility in the dark, NanoSphere treatment for water- and dirt-resistance, and Sanitized tech, an
anti-microbial coating, for protection against odor. Add in a little stretch for comfortable
movement, a raised back to keep your lower rear to keep from mooning the people behind you in
traffic, a reinforced crotch, double layered back pockets, and a U-lock storage system.

• WATER AND DIRT-REPELLENT

• STRETCH + REINFORCEMENT FOR COMFORT AND DURABILITY

• Water-Proof Pants

•
Project Jacquard
Sound like the stuff of the distant future? A world where you can adjust your smartphone's music
playback or dim the lights with a swipe of the finger on your jeans may be closer than you think.
Ivan Poupyrev, the technical program lead on Project Jacquard, shared with TechRadar his
insights on what distinguishes this new interface technology, how it will work, and how Project
Jacquard transforms the concept of wearables.

TechRadar: Tell us about the magic behind Project Jacquard, specifically the conductive
yarns that provide the touch area on a textile?

Ivan Poupyrev: We have our own custom yarns, which we designed, which nobody else has. It's
the best conductive yarn you can get now for the electronics. It's strong, really strong; strong
enough to withstand the highly harsh [textile] manufacturing process. And it's beautiful, so
textile designers and fabric designers won't feel constrained. You can use anything you want:
linen, silk, cotton, wool.

Google's Project Jacquard uses conductive yarn to create fabric panels that can be used to
interact with a device. To create the yarn, conductive metal alloys are braided together with
fabric fibers to make a product that is also strong, but still feels like yarn.

The project was unveiled at the 2015 Google I/O conference. The name likely comes from the
Jacquard weaving process invented by Joseph Marie Jacquard.

• Levi Strauss & Co. es una de las mayores empresas de ropa del mundo y un líder global
en vaqueros. La marca Levi’s® es sólo una parte de nuestra historia. También somos
creadores de Dockers® y Denizen. Tenemos unas 500 tiendas y nuestros productos se
distribuyen a 110 países en todo el mundo.

• Inventamos los vaqueros

y estamos reinventando
qué significa llevarlos.
• Cortados de la mejor tela.
Elaborados con pericia.
Diseñados para durar.