The interesting story about Levi Strauss that was a door to door salesman and had just arrived in San Francisco in 1853.
In 1872 he received a letter from Jacob Davis alfaite who had invented the rivets to pants. Jacob needed a partner to help him patent and manufacture this new type of rivets. Levi agreed to the agreed and later in 1873 the company LS & CO was founded. Together they build and Improved the Construction Pocket Pants.
Levi Strauss on the picture on the left died in 1902 and left his estate to his four nephews, Jacob, Louis, Abraham and Sigmund Stern-who helped rebuild the business after the great earthquake in 1906.
Bellow you see the miners early denim trouser .
The state of California was the largest producer of denim around 1915. But in the ’20s Levi’s was the largest producer of pants for workers and miners. On the industrial revolution.
At the entrance of 1930 when cowboy movies captured the big screen, the Authentic Cowboys wore Levi’s bringing the myth of the Denim and its great fame.
In 1940 wartime, Americans got their favorite product and decided to sell to the world. But it did not happen until later date.
In 1958 a newspaper published an article saying that “90%” of young Americans wore jeanswear, they start to wear it to occasions and even going to church. The Jeans then exploded into womenswear, and started to make part of your wardrobe and your day to day.
By 1960 the trend had spread throughout Europe and Asia and then turned Fever Jeans worldwide.
In 1970 Jeans was considered more than an attitude about clothes but a lifestyle.
The Jeans have gone through all the decades revolutionizing in its different forms and features to grow and be reinvented to the world. It is present in our lives and attitudes today. I hope you have enjoyed the fascinating history of jeans like me. Until next time! Mara Jäger