1 Levi’s: 140 Years in the Making!
To celebrate this big anniversary of the original denim label (congrats guys!), we’re retracing the iconic moments that made Levi’s the brand it is today.
1872 Levi Strauss moved to the U.S., and received a letter from Jacob Davis, a tailor who had invented a way to make work pants stronger by using rivets. He needed a business partner and Levi agreed! 1873 On May 20, 1873, the US Patent and Trademark Office issued patent #139,121 to Levi Strauss & Co. and inventor Jacob Davis, for the process of making pants with stronger rivets. Hence, the blue jean was born. 1892 The guarantee ticket that was placed on the back of the jeans and contained info on the quality of the 501 jeans—it’s still used today! 1899 899 The pants were made for miners and labourers in the American West. This miner trade card was a gift with purchase for those who bought a Levi’s product. People collected them and created scrapbooks! 1940s The Arcuate stitching design, an essential on all 501 jeans, was stopped by the US govt. during WW-II. So Levi’s began painting the stitching on every pair. 1950s The famous wooden
cowboy who was attached to an extra long pair of jeans and a set of wooden
boots was a memorable and striking display piece. 1908 This iconic postcard of San Francisco
shows the city’s recovery
after the earthquake. Can you spot
the Levi Strauss & Co. headquarters? 1901 The first jeans were known as overalls and had only one back pocket. They also had straps and a buckle before belts were used. The second pocket was added in 1901.
1900 This vintage salesmans’ flyer shows the company’s factory in operation before it was destroyed in the 1906 earthquake.
Copper rivets were used to re-inforce the pocket corners and other “points of strain” on the first jeans, which were made from denim.