LS&Co. Unzipped
Apr 03 2012
A Fashion Icon
Time magazine has picked its 100 most influential fashion icons, dating back to 1923, when the magazine began. And we're proud to say that our founder, Levi Strauss, has made the cut! Here’s what Time had to say:
While selling goods during the late-1800s gold rush in California, Levi Strauss happened upon a gold rush of his own. After gaining a reputation as a savvy businessman, tailor Jacob Davis, a frequent client, proposed a joint venture. He often bought Strauss's canvas fabric to repair miners' torn pants, and had hatched a clever plan to reinforce the rips with copper rivets. Strauss agreed to help Davis patent the work clothing, and in 1873 the pair began manufacturing the much-loved pants. A switch to lightweight denim, a cotton fabric dyed with indigo and originally produced in France, helped cement "those pants of Levi's" as a household name.
The reputation of Levi's jeans lived on long after Strauss's death as the image of the Wild, Wild West took its place in American lore. Cowboys wearing Levi's gave the brand a rugged spirit of individualism. Casual and accessible, denim jeans were embraced by American youth as a symbol of rebellion. Within decades, fashion designers couldn't ignore the immense influence of jeans, frequently slotting the blue bottoms into fashion lineups the world over. Strauss was influential in popularizing the denim craze that only continues to rush forward.
Time’s complete list is here. Our company historian, Lynn Downey had a couple of clarifications – namely that the Gold Rush was not in the late 1800s, it was earlier; the rivets were used to make the jeans stronger, not to repair rips, of course; and Levi’s original pants were made in both cotton duck and U.S. denim, not just denim.
Posted By: Cory Warren, Editor, LS&Co. Unzipped |
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2013
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Bill (not verified) - Jan 25 2013
When I was barely a teenager, I started working on the ranches and in the mountains near Steamboat Springs, Colorado. I learned to shoe horses, break horses, cut and stack hay, plant and harvest oat fields, pack and guide guests at various ranches and summer camps to fishing holes and lakes in the high country, and hunters in the fall to wild game hideaways, brand calves, exhibition square dance on foot and horseback, and live adventurous summers until my last years of college. One of the first things I learned was the need for a good hat and tough pants. Everyone I worked with wore Levi's so I did too, One of my fascinations was with the copper rivets that kept the pockets strong on the corners, and I was intrigued that whoever the designer was he paid enough attention to their eventual use that he covered the rivets on the back pockets so they wouldn't scratch a saddle. I started college to be a veterinarian, but before long I knew my calling was the news business and I went on to reporting and later public relations. I was never completely comfortable in suits and slowly graduated into khakis and before long decided my favorites are Dockers. For some reason, I never realized they were from Levi Strauss until I had been wearing them for years. Now I know why I like them so much and have about nine pairs in a full variety of shades. Thanks, Levi Strauss & Co.
Editor's note: Hi Bill, and thanks SO much for your comment. It's great to hear how our products have long been a part of your life!
Bruce Bryant (not verified) - Dec 28 2012
I just do not understand complaints about the quality of products from Levi's. I have worn Levi's for over 50 years and have not experienced any quality problems. The sizes I purchase are 31" Waist X 32" Inseam in shrink to fit and 30" or 31" waist X 30" Inseam (or shorter when it was available) for preshrunk. I purchase the medium size for all shirts, jackets etc. The sizing has remained consistent. The think the quality is high as ever if not even higher. I am glad Levi's is still in business.
Editor's note: Thanks, Bruce! We appreciate your loyalty more than we can say. And if you ever do have a problem with one of our products, I hope you'll let us know. Best way to do so is using the Help/Contact Us section of this website or calling us at 1-800-USA-LEVI.
terri (not verified) - Dec 21 2012
I agree with Gary, the founder must be rolling over in his grave! There is certainly no loyalty to long-time customers! You choose to use cheap paper thin fabric, womans' jeans only come in stretch fabric (not every female wants a stretch jean) and can't find them small enough in men sizes, besides no quality there either . Sizes don't even run true. Ordered from your website and sent me two pair of the same product 512 29x32 and one measured 36 long in length, the other were barely a 30 long, but both labeled 29x32. I suggest you read customer reviews on your products at other websites, like large Dept. stores and Zappos, you will find there are not many good reviews on any of your products. "and the new" customers weren't around when you had quality products, they have nothing to compare with, other than " poor quality" to "poor quality"! The name Levis' once stood up to the test of time, and high standards in quality. Don't expext to see many people wearing vintage Levis of the new products in the years yet to come because your products won't hold up that long, unless someone purchases a pair now and perserves them in a time capsule. Final comment; the let founder rest in peace! Put some pride in what you do! Perhaps one day this company wll once again be able to hold it's head high, instead of walking about blind in disgrace & shame!
Erikk (not verified) - Oct 18 2012
Love learning about the history of such a great product, I wear levi's only, always have.
Gary (not verified) - Apr 17 2012
Its a good thing the founder isn't around any longer to see the downfall of a once great company, and the poor quality that is now the Levi standard. Shameful at best.
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