Levi'S: The Miracle Of The Development Of Jeans Culture

LEVI STRAUSS, originally from Germany, made his fortune in San Francisco in 1847 and sold canvas Survival. Later, he found that the local miners were in great need of a kind of durable pants, so he made a batch of pants from the brown canvas used to make the tent and sold them to the local miners, which was very successful. Seeing the ideal results, LEVI Strauss quickly established LEVI 'S Strauss AND CO., which mainly produces jeans, and the myth of LEVI' S unfolded from this.

The success of LEVI's kingdom can be traced back to LEVI's 501. The birth of 501 was when LEVI Strauss and another group of people, JACOB DAVIS, registered a patent for the "spike" used on their button jeans in 1873. The 501 at that time was a very suitable effect after shrinking, which was very popular among workers at that time. Therefore, some people believe that LEVI's jeans are the product of the early years that helped to build the American Dream. The jeans in the 1930s all played the role of work clothes, but they tended to be casual clothes, but they still focused on practical design. In the 1960s, the Kingdom of LEVI'S expanded its business significantly in Europe, and then swept the whole European continent, with sales and reputation rising sharply.

　　 Jeans The development of culture in the 1970s has become a global collective trend. There has been a breakthrough in style changes. From the traditional straight leg style, wide angle pants and bell bottoms have been changed. It also evolved from bell bottoms to turnip bottoms in the 1980s. In the 1970s and 1980s, the appearance of jeans went to extremes. During the period of LEVI'S, there has been a trend in style evolution. However, in the late 1980s, jeans evolved from the previous emphasis on fit and close fitting to the pursuit of straight cutting of original jeans. Together with this trend, LEVI's 501 set off another jeans trend, which also affected the 1990s. In addition to the return of 501, there are also three branches in the modern series of LEVI'S, which are distinguished by different colors of trademark flags. The "Red Flag" is set up to oppose the excessively personal fashion of "pursuing the original" (including 501); "Silver Flag" promotes "modern and basic" styles: pay special attention to high quality, washing process and production effect; In addition to the basic styles, "Orange Flag" also develops other fashionable styles. It is a series of products that are close to the trend in materials.

In 1873, a young man named Jacob Davis suggested to Mr. Strauss. The corner of Levi's pocket is nailed with copper rivets to improve the fastness and appearance of the pocket. As a result, they agreed to share the first patent in Levi's improvement process.

In 1886, as Levi's jeans became famous for their durability, Levi began to add the now famous "Double Horse" logo behind his Levi's jeans. At about the same time, the back pocket of Levi's jeans was also improved to double arc sewing. Today all Levi's jeans still use this special sewing method. Double arc sewing is also the oldest clothing trademark today.

The 1906 San Francisco earthquake destroyed Levi's factory buildings and offices. But within five months, the Valencia factory was completed and replaced. It turned out that the durability of this factory was no less than the jeans it produced. Today, Valencia is still standing, still producing 501 jeans.

In 1930, in order to make up for the losses caused by the economic depression, ranchers in the west of the United States changed their ranches into holiday hotels for the rich people in the east to spend their holidays. The ranch guests from the city ride horses here, eating and wearing the same clothes as real cowboys. After their vacation, they took the new western Clothes & Accessories Back home in the east. It was the first time Levi's jeans crossed east of the Mississippi River.