Just as people who wear Levis jeans look for new possibilities, so does the Levis brand as a company. This demonstrates itself in the new Water>Less™ finishing, which reduces the use of water in the making of our jeans. This is also the basis of Levis Curve ID, a revolutionary fit system designed for a woman's shape, not size.
The Levis brand embodies a pioneering spirit that is always driven to innovate. Levis jeans have been worn by presidents and ranchers, Americans and Russians, doctors and outlaws, kings and coal miners. They are a common thread with a common promise: to provide quality clothing in which to Go Forth™.
The Begining
In 1853, the California gold rush was in full swing, and everyday items
were in short supply. Levi Strauss, a 24-year-old German immigrant, left
New York for San Francisco with a small supply of dry goods with the
intention of opening a branch of his brother's New York dry goods
business. Shortly after his arrival, a prospector wanted to know what
Mr. Strauss was selling. When Strauss told him he had rough canvas to
use for tents and wagon covers, the prospector said, "You should have
brought pants!," saying he couldn’t find a pair of pants strong enough
to last.
Denim Blue Jeans
Levi Strauss had the canvas made into waist overalls. Miners liked the
pants, but complained that they tended to chafe. Levi Strauss
substituted a twilled cotton cloth from France called "serge de Nimes."
The fabric later became known as denim and the pants were nicknamed blue
jeans.
Levi Strauss & Company
In 1873, Levi Strauss & Company began using the pocket stitch
design. Levi Strauss and Nevada tailor David Jacobs co-patented the
process of putting rivets in pants for strength. On May 20, 1873, they
received U.S.Patent No.139,121. This date is now considered the official
birthday of "blue jeans."
The two-horse brand design was first used in 1886. The red tab attached
to the left rear pocket was created in 1936 as a means of identifying
Levi’s jeans at a distance. All are registered trademarks that are still
in use.
source: about.com
