across a timeline of Levis clothing, I took down important times in their career here:
"1853:
LEVI STRAUSS & CO. FOUNDED
Bavarian-born Levi Strauss moves to Gold Rush era San Francisco to open a dry goods business. He sold clothes, boots and other goods to the small retail stores of the American West."
"1873:
THE BLUE JEAN IS BORN
Jacob Davis, a tailor from Reno, Nevada, teams with Levi Strauss to create riveted-for-strength workwear made of true blue denim. On May 20, 1873 the U.S. Patent and Trademark Office grants patent #139,121 to Levi Strauss & Co. and Jacob Davis for their invention. This is how the blue jean, originally called "XX," was born."
"1902:
A PHILANTHROPIC SPIRIT
When Levi Strauss passes away in September, his four nephews take over the business and carry out his numerous bequests to Bay Area charities serving children and the poor."
"1908:
THE HORSES GO GLOBAL
The Two Horse trademark is registered in Japan and Levi's® global reach begins in earnest with markets like Australia and South Africa soon to follow."
"1912:
CHILD'S PLAY
LS&CO. introduces Koveralls for children, a one-piece denim playsuit. This year also sees the introduction of fine khaki pants and coats to the company's line of clothing."
"1950s:
BANNED
The 1950s saw denim banned in some schools, especially in the East, for being a bad influence. The portrayal of denim-clad "juvenile delinquents" in movies and on tv led many school administrators to prohibit denim in the classroom, fearing that wearing the rebel uniform would lead students push against authority in all of its forms."
Jacob Davis, a tailor from Reno, Nevada, teams with Levi Strauss to create riveted-for-strength workwear made of true blue denim. On May 20, 1873 the U.S. Patent and Trademark Office grants patent #139,121 to Levi Strauss & Co. and Jacob Davis for their invention. This is how the blue jean, originally called "XX," was born."
"1902:
A PHILANTHROPIC SPIRIT
When Levi Strauss passes away in September, his four nephews take over the business and carry out his numerous bequests to Bay Area charities serving children and the poor."
"1908:
THE HORSES GO GLOBAL
The Two Horse trademark is registered in Japan and Levi's® global reach begins in earnest with markets like Australia and South Africa soon to follow."
"1912:
CHILD'S PLAY
LS&CO. introduces Koveralls for children, a one-piece denim playsuit. This year also sees the introduction of fine khaki pants and coats to the company's line of clothing."
"1918:
FOR THE LADIES
Freedom-Alls make their appearance. This tunic/trouser outfit was designed to give women freedom of movement and release them from the restrictive clothing of the era."
FOR THE LADIES
Freedom-Alls make their appearance. This tunic/trouser outfit was designed to give women freedom of movement and release them from the restrictive clothing of the era."
BANNED
The 1950s saw denim banned in some schools, especially in the East, for being a bad influence. The portrayal of denim-clad "juvenile delinquents" in movies and on tv led many school administrators to prohibit denim in the classroom, fearing that wearing the rebel uniform would lead students push against authority in all of its forms."
KIDS THESE DAYS
The new, slimmer silhouettes of the 1960s inspire Slim Fits, a 5-pocket twill trouser for young men. Teenagers call them White Levi's® because no one knows what to call blue jeans that aren’t blue."
THE ART OF DENIM
The company announces the Levi's® Denim Art Contest, and invites consumers to submit photos of their decorated jeans and jackets for a special judging. The winners tour American folk art museums during 1975."
RETRO CHIC
The history of Levi’s® is kept alive through the launch of Levi's®Vintage Clothing, a line that faithfully reproduces the fits, fabrics and characteristics of historic Levi's® garments."
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