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History of levis

1829 : levi strauss born

1853 Levi Strauss arrives in San Francisco and opens a wholesale dry goods business, selling clothing, blankets, handkerchiefs, etc. to small general stores throughout the American West.

1873 Levi Strauss & Jacob Davis are granted a patent on the process of riveting pants on May20 1873.

1880 1889 Overalls Denim XX used back bag and genuine leather label xx mean good quantity clothes

1886 The Two Horse brand leather patch is first used on the waist overalls. Its purpose was to demonstrate the strength of the pants.

1890 1899 Amoskeag Munfacturing Company send clothes to Levi Strauss & about 501 pieces . They used the word number 501 called that Overalls Denim 501 XX sewing bag which four poket on jeans 1901 The pants now just called overalls - now have two back pockets. 1902 Levi Strauss dies at the age of 73, their descendants still run the company today. 1906 The San Francisco earthquake and fire destroys the headquarters and factories of Levi Strauss & Co. A new factory is built at 250 Valencia Street in San Francisco and opens in November.

1915 :- LS&CO. begins to buy denim from Cone Mills in Greensboro, North Carolina.

1922 Belt loops are added to the overalls, but the suspender buttons are still retained.
1927 Cone Mills develops the 10 oz. red selvage denim exclusively for the 501 jeans.

1936 The red Tab is first placed onto the right back pocket of the overalls. The word Levis is stitched in white in all capital letters on one side only. The Tab is created to differentiate Levis overalls from the many competitors in the marketplace who were using dark denim

World Changes are made to the overalls in order to conform to rules War II set by the War Production Board for the conservation of raw materials.

1943 The Arcuate stitching design is registered as a trademark.

Era: 1958-1971 Tab was 2 sided and contained the Big E

1954 A zippered version of the overalls is introduced and named 501Z.

Late 1950s The leather patch is replaced by a Two Horse patch made of heavy-duty card stock, known as the leather like.

In 1959 the company introduced "Orange, Lemon and Lime," pants in six bold colors, which were a short-lived hit. 1960 - This generation was white Levi's jeans 505 , sewing zip.

1960 The word overalls is replaced by the word jeans in advertising and on packaging.

1961 Pre-shrunk Levis jeans are introduced.

1966 The first television commercial for Levis jeans is aired.

1971 The word Levis on the red Tab device is now stitched in white with a capital L only; the E looks like it changed, leading to the vintage clothing concept of Big E and little e.

1981 501 jeans for women are introduced, with the airing of the famous Travis television commercial.

1983 Cone Mills begins to introduce XXX denim through the use of 60 wide looms.
[US Fit 501] Mid Distressed Real ORIGINAL LEVI'S CONE XXX DENIM

1984 The renowned 501 Blues television advertising campaign is launched at the summer Olympic Games in Los Angeles.

1992 Due to the interest in vintage Levis jeans on the part of consumers worldwide, LS&CO. introduces the Capital E jean in the United States.

1993 - By this point Levi Strauss & Co. decided to sponsor the "Send Them Home Search", a contest to find the oldest pair of Levi's jeans in the United States. The winning pair dates to the late 1920s.

1996 Building on the success of the Capital E product, a new series of vintage reproductions - called the Levis Vintage Clothing line - is introduced in stores worldwide.

1997 - Continuing on from the "Send Them Home Search" Levi Strauss & Co bought a pair of jeans manufactured in the 1890's for $25,000. 2008 - Levi Strauss & Co. celebrated the 135th anniversary of the invention of the blue jean!

Brands of levis
Levi's Dockers Signature by Levi Strauss & Co. dENiZEN


Since the invention and patent of riveted clothing by Jacob Davis and company founder Levi Strauss in 1873, Levis jeans have become the most recognizable and imitated clothing in the world


The Dockers Brand has defined authentic khaki for 25 years. Since its introduction in 1986, the Dockers brand has been perfecting khakis

Signature by Levi Strauss & Co.

The Signature by Levi Strauss & Co. brand, launched in 2003, demonstrates that distinctive products, with premium fabrics and finishes, can be available to people from every walk of life.


Launched in Asia in 2010, dENiZEN was created by the people who invented jeans. Available in China, India, Mexico, Pakistan, Singapore and the United States.

The Important Events of LEVI'S STRAUSS AND CO.

1880 NEVENDA- The oldest denim in the world

1886 Added nails on the right wrist position. The earliest 5 pocket model The detail includes; 1. Button Fly 2. 5 pockets 3. All the pocket corner had nails 4. Button on waistband that serves as suspenders. 5. Button Fly had no nails yet 6. Nails had no print on them 7. Back pocket has the "M" logo 8. Pant had selvedge

In 1917, Levi's used the Corn meals Corporation's XX cross thick cotton fabric model for the first time.

1922 501XX

1933 The last model showed the nails on the back pocket.

1937- Stops using the suspenders button,, a very big change comparing to the early models of 501XX.

1942-44 Due to World War II, their fabric stocks were very limited, so they took off lots of details and rename it to s501 (s= simplify) 1. Small pocket has no nails 2. Fabric is lighter 3. Took off the pant's buckles 4. Painted the Levi's Logo on the back instead of sewing them 5. Took off the Levi's company tag on the back wrist 6. The cowboys discovered when they warm up near the campfire, the rivet because hot and it was very uncomfortable. Therefore after 1937, rivet was replaced

1947 World War II was over, so everything went back to the original 501XX 1. Sewing the Levis logo on the back pocket 2. Prints on the nails (still doing it today) 3. The sewing had created a triangle shape on the "v" Levi's logo

1954 The 501ZXX came out. First time using zipper. All the details were basically the same. 1. Replaced button fly with zipper fly 2. Double sided Big E flag

1955 Replaced the skin tag on the back wrist with paper tag

1966 Basically the same with the last models. It started to print 501 on the back wrist tag. Red tab had separated into Big E and small e.

1971 The last Big E. Since then all the Red Tab had changed to Levi's (small e).

1983 Redline had stop producing on 1983.This is also known as the last Redline. It is a (small e) Red Tab

2001 "NEVADA" was discovered in the Nevada mine tunnel that was manufactured in 1880, became world most ancient Levi's jeans.

Levi Strauss & Co. is a worldwide corporation organized into three geographic divisions:

Levi Strauss Americas (LSA)

Levi Strauss Europe, Middle East and Africa (LSEMA), based in Brussels;

Levi Strauss triomphe brussels 2

Asia Pacific Division (APD), based in Singapore.

In the Thailand , The first , R.jaun Trading import and register Levi Strauss (Thailand) Co., Ltd which Ango Thai company was distribute Levis in 1975 . DKSH (THAILAND)


Robert A. "Bob" Eckert, Chairman of the Board

R. John Anderson, President and CEO