The History of Levi Strauss Jeans

Introduction

The history of jeans or denims goes as far back as the sixteenth century Europe when sailors in Genoa worn a material that will eventually becomes the material used in jeans. But it was the California Gold Rush of 1849 that started the evolution of pants in American that will one day become blue jeans. Blue Jeans was the result of that change that was started by a fabric importer in San Francisco, California when he observed how bad the pants on some of the gold diggers looked after a hard days work looking for gold. He realized these pant simply could not hold up to the grueling work of the miners. Almost every miner returned from the mines with ripped and tattered pants. They needed to be made of stronger and tougher fabric. The fabric importer, Levi Strauss, saw an opportunity here.

The Forty-niners started it "we need better pants"

Levi Strauss first moved from Germany to New York City in 1847 with his family to start a dry-goods business there. Later he moved to San Francisco in 1853 to establish his own dry-goods business named “Levi Strauss and Company”. While there he became a very successful businessman and a well-known philanthropist. The main product Levi sold was a tough canvas used for tents and wagon covers. He also sold mining supplies such as shovels and picks since the California gold rush was in full swing in 1853. Every one was heading west to mine for gold with the hope of becoming rich. Levi got into the pants business when a prospector came into his store and asked him what are you selling. He got into the pants business when a prospector came into his store and asked him what are you selling? Levi replied, “ I sell tough canvas for tents and for wagon covers”. The prospector said, “You should have brought pants”. The miner was basically saying he could not find a pair of pants tough enough to last.? Levi replied "I sell tough canvas for tents and for wagon covers”. The prospector said, “You should have brought pants”. The miner was basically saying he could not find a pair of pants tough enough to last.

From Tents To Pants

After hearing that, Levi decided to make pants out of the tough canvas he was selling. He made the canvas into a waist overall. The miners like them, but there was a chafing problem while wearing them because the material was too rough. Levi eventually tried another material called twilled cotton cloth which was much more comfortable but still tough. The material was later called “denim” and the pant was originally made in two colors, indigo blue and brown cotton (duck). The brown cotton denim was eventually dropped because the material was not quite as comfortable and soft like the indigo blue denim. The Levi denims were tough but there was still one problem; the pockets rip too easy.


Levi jeans for women
Levi jeans for women

Rivets Saved The Day

One of Levi’s most popular customers was a tailor name Jacob Davis. Jacob originally emigrated from Latvia to San Francisco in 1854, later moved to Canada in 1858 and lived there for nine years. Before moving to Canada he operated tailor shops in New York City and in Augusta, Georgia until returning to San Francisco in 1856. Finally in 1868 he settled in Reno, Nevada and opened a shop fabricating tents and wagon covers from bolts of canvas he brought from Levi. Again, the problem with ripped pockets came up, but this time in Reno. Jacob came up with the idea of using rivets to strengthen the corners of pockets on pants since he knew how well rivets held the ends of tents and wagon covers.

Soon other tailors in the area began using his idea to sew rivets to pant pockets to strengthen them. Jacob contacted Levi by letter indicating he needed his help to patent his idea and that he was willing to share the patent rights once they were granted. The U.S. Patent Office issued the patent on May 20, 1873 to Jacob Davis and Levi Strauss & Company for “Fastening Pockets and Openings”. After receiving the patent, Jacob moved to San Francisco and delivered his first pairs of pants to Levi on June 2, 1873 and due to high demands for the denims Levi opened a manufacturing facility there and made Jacob the supervisor. In 1890, after the patent expired, Levi began making a cheaper “Double XX” brand of denim to compete with the flood of denims on market made by other companies.

Levi died on September 27, 1902 and Jacob died in 1908 after spending his whole career with the company. After his father’s death, Simon Davis took over the job of running the company. He is credited for changing the company from a regional one to a national organization.

Levi jeans for men
Levi jeans for men

A Few Facts About the Company

The official birthday of “Blue Jean” is May 20, 1873. This is the date Levi and Jacob received U.S. Patent No. 139,121 for “Fastening Pockets and Openings”. The name “Levi’s” was a name started by the public. When someone made a reference to the pant they were always called “Levi’s” and as a result Levi obtained registered trademark for the name with a two-horse brand design on it in 1886. Levi wanted to include Jacob’s name in the trademark but he refused to allow it. Another part of the Levi trademark is the red tab attached to the left rear pocket. This was created in 1936 as a means of identifying Levi’s jeans at a distance. All these registered trademarks that are still in use today.

A Brief Evolution of the Blue Jeans

During the 1920s the denims were often called waist overalls and were the most popular work pants at the time. By the 1950s Levi’s jeans started selling nationally. Everybody was wearing jeans. The name “jeans” did not come into official use until the 1960s. In the 60s and 70s the jeans were embraced by the “Hippies”, and came in many styles. The styles were called by names such as hip-huggers, bell-bottoms, baggies and elephant ears. The term “designers jeans” became the name in the 80s when designers like Sergio, Valente, Jordaches and Calvin Klein created slimmer, tight, butt hugging jeans. I remembered everyone was wearing jeans during the 80s and by the 1990s jeans began to loose it designer look and went back to the basic look. However, fashion designers are now coating the basic look of jeans with a resin and are calling them "coated denim." Despite these changes they are still popular among both the young and old.


© 2010 Melvin Porter

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Comments 16 comments

melpor profile image

melpor 3 years ago from New Jersey, USA Author

Jainismus, thanks for your comment and for stopping by to read my hub.


jainismus profile image

jainismus 3 years ago from Pune, India

Interesting information. Here in India too, this brand is popular one.


melpor profile image

melpor 4 years ago from New Jersey, USA Author

Garry, I believe there are no Levis jeans with a black tag with gold writing. I hope you do not have a pair of counterfeit levis.


Garry 4 years ago

I have a pair of Levis with a black tag and gold writing...... what does that mean.... All the letters are capitalized


melpor profile image

melpor 5 years ago from New Jersey, USA Author

Imatellmuva, thanks for stopping by to read my hub and thanks for the commit. While reading through my hub I noticed one mistake. The year 1949 sure be 1849. I will correct this as soon as I get home.


imatellmuva profile image

imatellmuva 5 years ago from Somewhere in Baltimore

I recently had a discussion about the origin of jeans...I was off by 25 years. I did however have the purpose of the rivet correct. I remember as a kid that Levis were your most durable and long lasting jeans, compared to any other. I also remember the look, and texture of the cloth...that deep indigo, and the stiffness...you couldn't run for the bus, run from a dog...hopscotch was definitely out! I love reading history, and am always intrigued by the origin of things. I really enjoyed this hub!


melpor profile image

melpor 5 years ago from New Jersey, USA Author

Don, thanks for your comment. It was a fun hub to write. I enjoyed writing and researching this hub because I know just about everyone in the world can relate to this. We all have probably put on a pair of jeans at one time or another.


Don Simkovich profile image

Don Simkovich 5 years ago from Pasadena, CA

What a fun Hub. Blue jeans really were quite an innovation. I know that people in Eastern Europe and especially Russia have really sought after blue jeans. They really are an "American" clothing item.


melpor profile image

melpor 5 years ago from New Jersey, USA Author

Stelsie, thanks for the comment. I thought I would write about the history of jeans since this is a world wide phenomena. Many people are unaware of the fact that jeans were originally just work pants for farmers, cowboys, and miners.


Stelsie profile image

Stelsie 5 years ago

Nice one here, Melpor. I love Levis but never bothered about the history of Blue Jeans. Interesting read and a great lesson on how Levi Straus bumped into an "opportunity" and filled a need.

It tells how other people can sometimes be carriers of vital information that can propel us to the next level, if we can see what they see (in us - ability to fill their unmet need).

Cheers!

Stella


melpor profile image

melpor 5 years ago from New Jersey, USA Author

QudsiaP1, thanks for your comment. For long time I did not wear jeans until I became a student in college and I was only wearing them then because designer jeans were the style then. I only wear them mostly when I am doing outdoors work now.


QudsiaP1 profile image

QudsiaP1 5 years ago

Thank you for writing this hub and bringing this topic to light.

Fact remains that jeans are a garment that I hold very close to my heart because it is safe to say that at a time when I began to wear jeans, no one else did, I am of course referring to women and girls.

Even at the tender age of I was a jean lover and have been ever since. They are comfortable and here well, in Pakistan, as surprising as it may sound, they are some what of a fashion statement.

I majorly started the trend of females wearing jeans. At first I was ostracised for it and 10 years later, almost every one was wearing it, though some people still ostracise it for some reason.

Thank you for the great hub.


melpor profile image

melpor 5 years ago from New Jersey, USA Author

drbj, thanks for the comment and compliment. I though about writing a hub on jeans for while also. Then one day my daughter brought home an article about jeans and that what gave me the push to finally write it.


drbj profile image

drbj 5 years ago from south Florida

I once toyed with the idea of creating a hub on the invention of jeans but you have done it much better, melpor. Thanks. :)


melpor profile image

melpor 5 years ago from New Jersey, USA Author

Dahoglund, I agree, I never considered jeans as dress up clothes. I only wore them as casual wear and as work clothes. Thanks for your comment.


dahoglund profile image

dahoglund 5 years ago from Wisconsin Rapids

When I went to a Catholic school in the 1940 and 50's the only dress code for boys was no blue jeans. Cords became the style. We always considered them to be work clothes. I like Jeans but still have a hard time seeing them as dress up clothes.

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