Spring Brand Highlight: The History of Levi’s
The Levi’s brand is built on the idea of ‘true originals’, innovation and quality. We have a fantastic range of vintage Levi’s jeans here at Messina Hembry, but what’s more impressive is their history of how they got to us.
We've chosen Levi's as our spring brand highlight because their history is colourful, impactful and a true legacy.
So, without further ado, here's an overview of their journey...
1853
Levi Strauss & Co is born
Levi Strauss, the founder of Levi’s started a dry goods business in San Francisco. Here, he sold boots, clothes and other items as a wholesaler to small retail stores in the rest of the USA
1872
The Partnership
In the 70s, a local tailor from Nevada, Jacob Davis teamed up with Levi Strauss to create patent work wear, built for strength. They were made of brown cotton duck and true blue denim…
1873
The Blue Jean Makes it Debut
Only a year after the initial partnership, on 20th May 1873, Davis and Strauss patented and trademarked the blue jean, then called ‘XX’
1886
The Two Horses
The infamous Two Horses logo was designed to demonstrate the epic strength of Levi’s clothing. Initially, the logo was branded onto the leather patch of the XX jeans and is still used today!
1890
XX to 501
The original XX blue jean is given a new identity as lot number 501
1895
The Introduction of Sports’ Gear
At this point, Levi Strauss & Co. introduced their first ever bicycle pants! This was 116 years before their next multi-performance product…
1902
Living On
Levi Strauss passed away in September 1902 and his four nephews took over the business. They also carried out his many bequests to local charities, serving primarily children and the poor
1906
Tough Times
On 18th April, the famous San Francisco earthquake and fire destroyed the company’s headquarters and two factories. Fortunately, salaries are still paid and temporary headquarters are opened. A new factory is quickly built
1908
Going Global
The infamous Two Horses trademark is registered in Japan and Levi’s starts making its way over to Australia and South Africa
1909
Things are Moving Fast
This year, khaki pants and coats are added to LS&Co’s line of clothing
1912
Do it for the Kids
Koveralls are introduced.. A one-piece denim playsuit for children!
1918
One for the Ladies
Aiming to release women from the restrictive clothing of the era, they produced Freedom-Alls. These were tunic-trousers outfits that gave women freedom of movement
1930s
Hello Cowboy
Western clothing becomes synonymous with a life of freedom and independence. Easterners who wanted an authentic cowboy experience, headed out West to ranches where they bought their first pair of Levi’s jeans to take back home and wow their friends
1934
Lady Levi’s
The first jeans for women were created! The Lady Levi’s were made of pre-shrunk denim but made mainly in the same way as the men’s 501 jeans. Their feminine feature was the high, nipped in waist
1936
The Red Tab
The infamous Red Tab was placed onto the right back pocket of the jeans. This was done to differentiate Levi’s jeans from competitors
1941
Responsibility
Alterations are made to the Levi’s products to adhere to the War Production Board for the conservation of raw materials. The back pocket stitched is painted instead of stitched, the black waistband cinch is gotten rid of, so are the watch pocket rivets
1950s
Fighting the Ban
In the 50s, denim was banned in some schools because it was seen as a bad influence. Denim was associated with ‘juvenile delinquents’ in films and on TV. Because of this, schools prohibited denim in the classroom, branding it a ‘rebel uniform’
1954
For your Leisure
Levi’s Denim Family line is released off the back of denim’s new appeal as a leisure fabric
1960
Social Pioneers
Levi Strauss & Co. opened their first factory the south of the USA, in Virginia. Their facilities were integrated at a time when desegregation was not yet mandated by federal law
1961
Jeans?
The 60s style inspires Slim Fits - a 5 pocket twill trouser for long men. They’re referred to as White Levi’s because no one knows what to call blue jeans that aren’t blue!
Early 1960s
We’ll do the Shrinking for You…
Pre-shrunk Levi’s jeans are introduced so that people don’t need to do carry out the hot water denim marinate process
1965
Spreading Overseas
The company’s International division is created and distributes in Europe and Asia
1967
Batwing
The red housework ‘batwing’ is created by Walter Landor & Associates which has now become shorthand for the Levi’s brand itself
1980/1984
The Games Begin
The company makes clothing for the athletes at the 1980 and 1984 Olympic Games
1984
Feeling Blues
The infamous 501 Blues television advertising campaign was launched at the LA Olympic Games
1986
Boomer
The Dockers brand was introduced, which filled a niche for the baby boomer man that needed attire to fill the gap between his 501 jeans and business suit
1991
Terms of Engagement
Here, the company created the fir set of standards for contractors and worldwide - Terms of Engagement. These helped to promote fair labor standards and workers’ rights
1996
Turning Back the Clocks
The history of Levi’s has been brought back to life through Levi’s Vintage Clothing line that accurately reproduced the fits, fabrics and characteristics of some of the first Levi’s garments
1999
Fashion Item of the Century
Time Magazine gives the 501 jean the title of Fashion Item of the Century
2010
Curve
The Curve ID jeans for women are introduced, built to be based on shape. These were the result of a study carried out on more than 60,000 body scans and listening to women from around the world
2011
Born to Bike
Urban cyclists from across the USA started to wear jeans as part of their commuting uniform. Levi’s jumped in this trend and invented the Commuter line which is a multi-purpose performance products specifically designed for cyclist all around the world!
