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1829: levistrauss born 1853:Levi Strauss arrives in San Francisco.
1873 Levi Strauss & Jacob Davis are granted a patent on the process of riveting pants on May 20 1873.
1886 The Two Horse brand leather patch is first used on the waist overalls. Its purpose was to demonstrate the strength of the pants.
1880 – 1889 Overalls Denim XX used back bag and genuine leather. label “ xx” mean good quantity clothes
1890 – 1899 AmoskeagMunfacturing 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.
1933 The 501® „waist overalls” jeans from this period have belt loops as well as brace buttons and a cinch.
LS&CO creates Lady Levi's®, the company's first line for women. „Vogue Magazine” covers Levi's® wear for women. 1935
The red Tab is first placed onto the right back pocket of the overalls. The word “Levi’s is stitched in white in all capital letters on one side only. 1936
1937 The back pockets on the waist overalls are sewn over so that they cover the rivets. This is in response to consumers who complain that the rivets scratched their furniture and saddles. The buttons for braces are removed from the „overalls”.
1943 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. The Arcuate stitching design is registered as a trademark.
1944 Due to war restrictions, the Arcuate stitching design is removed, as the thread is decorative only and not vital to the usefulness of the garment
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.”
1959 Levi's® jeans are exhibited at the ”American Fashion Industries Presentation” in Moscow. The company begins exporting garments to Europe.
1962 The iconic „Type 3” denim jacket - also known as the 557 - is introduced, creating a design template for all future denim jackets. Levi Strauss & Co Europe is established
1960 The word “overalls” is replaced by the word “jeans” in advertising and on packaging.
1971 The word “Levi’s 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 RealORIGINAL 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” Levi’s 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.
Building on the success of the Capital E product, a new series of vintage reproductions - called the Levi’s Vintage Clothing line - is introduced in stores worldwide. 1996
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.
1998 LS&CO celebrates the 125th anniversary of the invention of jeans in 1873.
1999 The brand expands its music involvement with Lauryn Hill's “Miseducation” tour, Basement Jaxx, Jamiroquai, Massive Attack, and the US MTV Video Music Awards.
2000 Time Magazine names 501® jeans “The Clothing Piece of The 20th Century”.
2001 Levi Strauss & Co. acquires the oldest known pair of jeans in the world for the record sum of 46,532 dollars, and the Levi's® Vintage Clothing line reproduces them in a special limited edition.
2003 Levi Strauss & Co. celebrates the 150th anniversary of its founding and the 130th anniversary of the invention of blue jeans by Levi Strauss & Jacob Davis. In February, the Levi's® Type 1™ Jeans line is launched globally, a modern interpretation of the iconic jeanswear created 130 years earlier.
2008 - Levi Strauss & Co. celebrated the 135th anniversary of the invention of the blue jean!
2010 Levi's® launches Levi's® Curve ID – three revolutionary new fits for women that are designed around the curve of a women’s body
Brands of levis Levi's® - Dockers® Signature by Levi Strauss & Co.™ dENiZEN™
Levi's® Since the invention and patent of riveted clothing by Jacob Davis and company founder Levi Strauss in 1873, Levi’s® jeans have become the most recognizable and imitated clothing in the world
Dockers® 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.
dENiZEN™ 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 1880 NEVENDA- The oldest denim in the world
1886 Added nails on the right wrist position. The earliest 5 pocket modelThe detail includes;1. Button Fly2. 5 pockets3. All the pocket corner had nails4. Button on waistband that serves as suspenders.5. Button Fly had no nails yet6. Nails had no print on them7. Back pocket has the "M" logo8. Pant had selvedge
In 1917, Levi's used the Corn meals Corporation's XX cross thick cotton fabric model for the first time.
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 nails2. Fabric is lighter3. Took off the pant's buckles4. Painted the Levi's Logo on the back instead of sewing them5. Took off the Levi's company tag on the back wrist6. 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 501XX1. Sewing the Levis logo on the back pocket2. 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 fly2. 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 triomphebrussels 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 Levi’s in 1975 . DKSH (THAILAND)
PATENT COPY SIGNED BETWEEN MR STRAUSS AND MR DAVIS
Robert A. "Bob" Eckert, Chairman of the Board R. John Anderson, President and CEO