Wednesday, February 26, 2014

Levi's Birth

This Day in History: February 26, 1829

Today's historical significance focuses on a birth that eventually impacted the entire fashion industry of the world, both male and female, young and old, infant to senior citizen. It is hard to imagine a closet or bureau drawer without the inclusion of BLUE JEANS! It is somehow appropriate that the most American of garments finds its roots in two European immigrants, one a visionary businessman and one an inventor. Blue jeans are as classic to America as baseball, hot dogs, apple pie and ice cream!

On this day was born...

Levi Strauss: American businessman of German Jewish descent
who founded the first company to manufacture blue jeans.
His firm, Levi Strauss & Co., began in 1853 in San Francisco, California.

Birthplace of Levi Strauss
Image Source: en.wikipedia.org

Levi Strauss was born in Buttenheim (Bavaria), Germany on February 26, 1829 to an Ashkenazi Jewish family. He was the son of Hirsch Strauss and his second wife Rebecca Strauss. At the age of 18, Strauss, his mother and two sisters traveled to the United States to join his brothers Jonas and Louis, who had begun a wholesale dry goods business in New York City, J Strauss Brother & Co.

In January 1853, Levi Strauss became a USA citizen. When the family decided to open a West Coast branch of the family business, it was Levi Strauss who was chosen to represent the family in the new business. Strauss opened his dry goods wholesale business as Levi Strauss & Co. and imported fine dry goods.The company created their first pair of Levi's 501 Jeans in the 1890s, a style that went on to become the world's best selling item of clothing.

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. Levi 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.
Source: Levi Strauss The History of Blue Jeans

Inventing blue jeans was just the start of how Levi Strauss pioneered a brand for true originals. Around every bend of the Levi's® story, innovation and quality is at the heart of everything we do. Here's how we've made history with you...