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.

Cosmopolitan (India) - - BEAUTY -

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.

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