Change The World With Jeans

Famous in the world

The designer's list does not have his name, but none of the designers of the costume designer can spread all over the world like jeans.

It was made between 1886 and 1902.

It's worth 25 thousand dollars, do you believe it?

A pair of jeans is 28.9 meters long, waist 19 meters, weighing 247 kilograms, hanging up 8 storeys high. Have you ever seen such jeans?

The former is the world-famous 501 pants type classic, the oldest and best seller of jeans, and has become a treasure of collectors. The latter appeared in the Shanghai ten thousand people's Stadium in October 1, 2002 and was identified as "the world's first" by Guinness headquarters in England.

They all come from a company called Livy Strauss who founded its brand with its own name.

When Livy was alive, jeans were also called "Li Vivtorinox overalls" at that time. He never imagined that after 150 years, the "overalls" invented by him had travelled all over the world, still loved by young people of different ages, and even in the wardrobe of aristocratic celebrities.

According to the release of romance novels written by Livy's legendary life, Levi 's jeans are a fashion trend all over the world.

Owning a Levi 's jeans has become the dream of many young people.

In 1976, on the 200 national day of the United States, Americans took jeans as an American contribution to the clothing culture of the people and sent it to the National Museum in Miami, which was recorded in the annals of the United States.

In 1829,

Born in a small Jewish family of German Jews, like his father, Livy read the University on a regular basis and worked as a clerk in a company.

In 1847, Livy and his mother and two sisters crossed the sea and went to New York to join their two brothers.

With the help of two brothers, Livy also started a dry goods business.

In 1850, the American newspaper published a surprise message to millions of people: "a large number of gold mines have been discovered in the western United States."

Countless people who dream of making money are beginning to rush to the bleak and depressed West, triggering the famous "gold rush" in American history.

Unable to resist the temptation of gold, Livy, 21, also embarked on a fanatical gold rush.

However, when he arrived in San Francisco, Livy did not do much of the gold rush from the land, because he found that tens of thousands of gold diggers stayed in a place, living in tents, and far from the city centre, which was very inconvenient to buy.

Business opportunity! Livy saw the "gold mine" and set up a new shop that specializes in selling daily necessities for gold workers.

It is this alternative gold rush that makes Li Weicheng the father of jeans.

Once, he went shopping by boat and bought a lot of daily necessities and a large number of canvas for tents and carriages.

Because of the large number of passengers on board, those daily necessities were sold out without waiting for the ship to go off, but the canvas was ignored.

Since the gold diggers have already set up their tents, no one will bother to take second more.

"How to do it!" looking at the canvas stacked on the pier, one after another, Livy's thought flashed. Suddenly, a gold rush worker watched Livy's canvas coming face to face.

Livy happily hurried forward and asked enthusiastically, "do you want to buy some canvas for tents?" "I don't need to set up a tent again. What I need is a pair of hard and weary trousers like tents. Do you have it?" the worker asked Livy.

"Pants? Why?" the worker told him that the gold rush work was very hard, and the trousers often rubbed with stones and sand, and the trousers made of cotton did not wear well, and they wore out in a few days.

"If these trousers were made of thick canvas, they would be strong and wearable, and they might be very popular!" the gold miner's remark reminded Livy.

He thought, anyway, these canvas can't be sold. Why not try to make pants?

The Jewish blood provided Li Weitiansheng with the experience of doing business. He immediately asked the tailor to make a canvas trousers for the gold digger.

This is the first overalls in the world, when it was called "Vivtorinox's overalls" by the workers.

Nowadays, this overalls have become a world garment -- Levi 's jeans.

The strong and weary news of "Li Vivtorinox overalls" made of canvas is spreading like wildfire.

Soon, Livy received a large number of orders for "Vivtorinox's overalls".

Seeing the endless "gold", Li Weiguo broke off the daily necessities shop. In 1853, he formally established a company specializing in the production of "Vivtorinox overalls" and used his own name Levi 's as the product brand.

After the company opened, the products were selling well, but Livy was not satisfied with the pants made of canvas.

Because the canvas is strong and wear-resistant, but thick and hard, not only does it feel uncomfortable on the body, but also it can not design various beautiful and fitting styles like soft cloth, and can only make fat, big and monotonous trousers.

He began to search for new fabrics and pay attention to collecting information on the market.

Finally, one day, he found that a cloth was sold in the European market. It was invented by the French man, and a blue and white twill cloth, which is both strong and soft.

Looking at the cloth, Livy made a decisive decision to import this fabric called "Nimes indigo twill" from France, which is specially used for making overalls.

The trousers made of this new type of fabric are strong, soft, beautiful in appearance, comfortable to wear and more loved by gold rush workers.

Indigo has also become the standard color of Vivtorinox's overalls.

The overalls made of indigo blue twill are not only worn by gold miners but also spread among farm machinery workers and cowboys.

Although he has achieved initial success, Livy is not satisfied. He is still looking for opportunities to improve his jeans.

When gold mining workers were working, they often put heavy ore samples into their trouser pockets. Heavy ores often break the trouser bags.

A local tailor named Davies often repaired the broken trousers pocket for gold workers.

He used brass rivets to pin the two corners above his trouser pocket so that he could hold his trouser pocket.

At the same time, he wore leather edges around his trouser pocket, which is both beautiful and practical.

Some workers do not wear their trousers, so they are trimmed for beauty.

Davies made suggestions to Livy. Livy not only accepted the proposal, but also applied all the overalls and brass rivets to the patent, so the traditional jeans were set up.

In 1872, Livy Strauss applied for the patent of jeans production on the basis of the stereotyped jeans.

Horses and sandbags do not look like trousers, but in Livy's eyes, they are "meritorious men".

Livy, who is good at business, has personally designed an advertising campaign in order to let more people know and understand his "Vivtorinox overalls".

He registered a graphic trademark for the company's overalls. On the label, a pair of trousers was tied on both sides of the trousers. The horse headed in the opposite direction.

On the top of the picture, it is written: "the only overalls that have been patented by rivet reinforcement"; the bottom reads, "tear open or tear open", meaning that the two horses are pulling hard and they can not tear tight overalls.

This design, which has great visual impact, has attracted widespread attention.

Interestingly, there are always some real farmers who wear horses and torn Vivtorinox overalls.

As long as someone comes, Livy is always very enthusiastic to send a new overalls as a token of thanks.

And the horse to tear the overalls itself has attracted people's attention again.

When the gold rush workers went to town for a holiday, the overalls on their bodies caught the attention of the public. For a while, the overalls were not only welcomed by gold rush workers, but also loved by the general public in American society.

Cowboys, college students and urban youth have also bought Vivtorinox's overalls, and "Vivtorinox Vivtorinox overalls" have become fashionable in the United States.

Because Livy's overalls are becoming more and more popular, their styles are becoming more and more beautiful.

In 1890, Livy launched the most classical Livy 501 series. Until today, it is still the product of Livy's fist. How many times Livy has relied on it to bring back to life.

For today's new human beings, when others wear "Lee" or "Apple card", he must wear "Li Vivtorinox"; if everyone else wears "Lee Vivtorinox", he must wear "501".

Livy has expressed 501 characteristics in a very special way. Until today, the advertisement is still excellent.

There is no superfluous introduction. There is only one big sandbag hanging in the air for practice boxing. At first glance, you really don't know what it will be like between jeans and jeans.

It goes without saying that the boxing sandbag is a beaten object. It must be tested with great strength before it can stand tall and upright.

But this sandbag is special, it has a red label on the right side, and this tag was originally used to make its brand logo on the side of Livy jeans' buttocks pocket. The last strong and powerful advertising slogan uncovered the mystery: "Livy 501 is born to resist grinding."

This advertisement fully shows the quality of Livy jeans, just like this sandboxing bag, which allows you to torture, beat, wear, and wear with the same quality.

In 1902, when Livy died, he was most sorry that jeans were not popularized and accepted by all.

However, his next generation inherited his dedication and innovation spirit, continued to launch Livy 517, 412 and 527 models, and used excellent advertisement to push Vivtorinox's overalls to the whole world through the Hollywood movie stars and western cowboy films.

Although there is no Livy Strauss in the list of world famous fashion designers, none of the designers of the costume design can spread all over the world like jeans.