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 Levis 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 Levis 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 Levis 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 Levis 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 womens
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, Levis 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.
1922 501XX
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 Levis 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
