Guide Note

Levi's are a one of the worlds most recognizable and popular denim blue of all time. Levi Strauss & Co was founded by Levi Strauss in 1853, Levi's gain notoriety for their button fly and durability. Levi's became popular with teenagers in the 1950s, where the style was to roll or cuff the bottoms. Levi's have become synonymous with jeans in American popular culture.

Fast Facts

1. Founded: 1853
2. Founder: Levi Strauss
3. Started in San Francisco, California
4. Modern "jeans" debuted the 1920s
5. Khaki brand: Dockers
6. Wal-Mart's largest strategic partner
7. Industry leader: Trademark infringement cases

Levi Strauss, was a German merchant living in San Francisco California. Strauss began selling jeans to the California mining camps using the name Levi's. One of Strauss's frequent customers was a tailor by the name of Jacob Davis, Davis often purchased bolts of fabric to reinforce rips and tares in workers jeans. Davis soon came up with the idea of using copper rivets to reinforce areas that were subjected to the most strain such as pockets, outer seams and the fly. Unable to afford a patent, Davis went to Strauss with his idea. Strauss and Davis soon became partners, and in 1853 they received patent number 139,921.