LS&Co. Unzipped

Welcome to our blog. Here’s where you’ll find a “behind-the-seams” look at what’s going on with Levi Strauss & Co. You’ll hear from a variety of voices, from both inside and outside the company. And you have the chance to share your thoughts. So read on — and weigh in!

Jun 30 2010

Not Just a Trademark -- But Also a Commitment to Worker Safety

As Chief Intellectual Property Counsel at Levi Strauss & Co., it’s my job to protect our brands from counterfeiters.

This is definitely an instance where imitation is not the highest form of flattery. The pair of jeans pictured above, for example, is not one of ours, no matter what the counterfeiter would have you believe.

The World Customs Organization estimates that clothing and footwear companies lose $9 billion per year to counterfeiting. The manufacture, distribution, and marketing of counterfeit products have become a lucrative and growing business worldwide, often linked to the financing of criminal activities, including terrorism.

I’m proud to say that Levi Strauss & Co. takes a leadership role in combating counterfeiting worldwide.

The red tab and the familiar arcuate or batwing stitching that grace just about every pair of Levi’s® jeans have come to stand for more than just well-made product.  And we’re often faced with counterfeiters who want to make money by taking advantage of the goodwill, reputation and quality associated with our brand. 

We work hard to combat these operations – through legal action and collaboration with local enforcement officials and judiciary. We also have a network of Brand Protection Coordinators, who seek out counterfeit production sources and distribution channels, working to stop the products before they’re put on the market.

But protecting our trademarks is not just about protecting our business interests; it’s about protecting the health and safety of the people who make clothing around the world.

Counterfeit operations are often linked to sub-standard working conditions and child and forced labor. Illegal counterfeit operations have also been known to lack proper health and safety requirements for workers that use techniques such as abrasive blasting during the finishing process. . In doing so, these unauthorized operations put the health and safety of workers in jeopardy.

As a company committed to ethical manufacturing, we believe this is unacceptable. 

We have industry-leading worker rights and safety requirements that apply to suppliers around the world.

That’s why we prohibit any unauthorized subcontracting of our products and why we publicly provide our complete list of suppliers around the world. If there is a question about whether someone is an authorized LS&Co. supplier, it can always be checked against our public information.

We will continue to work hard to track down and stop counterfeiters, not only because it harms our business and infringes on our trademarks, but because shutting down illegal operations that could jeopardize the lives of people who make counterfeit product is just as important.

Posted By: Thomas Onda, Chief Intellectual Property Counsel, Levi Strauss & Co.

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Jon Brint (not verified) - Jan 16 2012

I just bought a new pair of 505s at Macy's. They keep slipping down in back, doing the "butt cleavage" thing and my shirt tail won't stay in. 36 X 32. Doing some research, I found Levi's is now using 5 belt loops, instead of seven. I will not settle for Wal-Mart quality at Macy's prices. Adios Levi's.

Editor's note: Thank you, Jon, for your comment. I'm sorry your experience with the 505s® lower rise didn't work out. Rather than giving up on us, you may want to try our 501® or 550® fits. I'll definitely share your experience with our product managers, as they're always eager to hear what consumers have to say -- positive or otherwise. Thanks again.

SS (not verified) - Jan 13 2012

I came across these stock images being sold that feature the red tab. I contacted the company, but they didn't seem interested in doing anything about it: http://www.istockphoto.com/stock-illustration-13405135-jeans-pocket.php?... http://www.istockphoto.com/stock-illustration-15807647-jeans-pocket-with...

Editor's note: Thanks for the heads up on this. I'll pass along the word to the folks who monitor such usage.

John (not verified) - Jan 11 2012

I still have a few red tab 505's with 7 belt loop (36 x 36) that I wear. I have been unable to replace them because all 36 waist pants and smaller only have 5 belt loops now. What gives? I used to wear these all the time to work. I don't wear the new ones now because my belt rides up. I hate your pants now because of this. There are still some of us that wear these for practical reasons and not to make a fashion statement. PLEASE BRING BACK 7 belt loop jeans in waist sizes 36 and smaller. How many customers need to complain before you listen????

Editor's note: Thanks for your comment, John. As you've experienced, the Levi's® brand does oaccasionally update its products based on consumer feedback and demand. I will definitely share your desire for seven belt loops on jeans with a smaller waist with the product managers. And based on your explanation, I'll keep an eye on my own belt to see if it's riding up. Thanks again!

scott (not verified) - Nov 24 2011

Only worn Levi's my whole life, when I can no longer find orange tabs on Ebay with 7 belt loops I'll be shopping for another brand of jeans. Was bad enough when the denim went light weight but to short us 2 belt loops is really sad. The term "American Icon" just doesn't say much anymore.

Veronica (not verified) - Nov 06 2011

Going through the attack I found a pair of black Levi Strauss 505 Jeans they have the red tag on pocket no levis name just the r circled. and one front pocket has 2 rivets looks like bronze color and other front pocket has 4 bronze rivets with letters on them says LS&CO and S.F. Very good shape 5 loops on waist band and tag on waste is like brand new red lettering and black letters for size W29 L32 siver button on front of jeans Says levi Strauss & Co SF cal are these worth anything? Thanks! Veronica

Editor's note: Hi Veronica. We don't provide any estimates on value. I will tell you that we make the red Tab with only the ® regularly, to protect our trademark on the Tab device. Find more information here.

Louise Miles (not verified) - Jun 17 2011

I have been given a jacket 57510, with an orange tab with the little "e". Can you tell me the year of manufacture and why the orange tab as have never seen one before? Any other info you have about it would be great I love the jacket and have no intention of parting with it. Thank you

Editor's note: Hi Louise. LS&Co. Historian Lynn Downey is your best bet for such information. Send her an email at ldowney@levi.com and she'll be able to answer your questions.

Tracey Parker (not verified) - Jun 11 2011

Hi

I live in New Zealand and have just watched a program about the history of Levis.
welI thought I'd share it got me thinking about my old faithfuls that I still wear today. The Levis tag on the back is now almost off they are orange lable with a little e. I think I've had them about 20 YEARS. The stitching is going strong with two gold lines on the inside of the back pockets. Hmm quite a long zip at the front which went out of fashon along time ago. But I just love them. Who knows they may end up in a musem one day :-)
Very happy to buy levis to this day.
Cheers Tracey

Debbie Cullen (not verified) - Jun 07 2011

I have a pair of "Red Levi's" exactly as described in your explanation between red Levi's, real or counterfeit. I am wondering if you could possibly explain the only difference I find between your explanation and what I have that is not described? The inside of the front pockets are Red With White Printed "LEVI'S. Other than that, my Levi's match your description exactly. Can you give me an approximate value on this pair of Levi's? They are; SLIM STRAIGHT 514. Thank You for your time. Sincerely Submitted; Debbie Cullen

Editor's note: Hi Debbie, and thanks for your comment. I checked with our company historian. She tells me that anything that's a Slim Straight 514™ is a modern product and isn't worth more than what you paid for it. Hope that answers your question.

Tricia S. (not verified) - May 13 2011

Hello, Just wondering if the circled r (trademark symbol only) jackets are more valueable then others because there are fewer?

Editor's note: Hi Tricia. I'm told that no, generally, the trademark symbol does not affect the value of the product. Thanks for your question.

Carissa Henderson (not verified) - Feb 21 2011

I have been trying to find out my self on why some of the red tabs dont say Levi's on them? Is there a reason why I have searched everywhere and can not find an answer please help..Thanks

Editor's note: The pocket tab itself is a registered Levi's®trademark. In order to legally protect our exclusive right to market clothes with the tab, we must make a certain percentage of the brand's products with a cloth tab that has only the ® symbol. Hope that answers your question!

Kathy Benson (not verified) - Jan 23 2011

Trademark on Red Tag. I have come across a couple of different trademark designs and color on the tags for Levi Strauss & Co. The standard red tag should read LEVI'S with a circled R am I correct. I have a pair of Levi Strauss & Co. 550's and the red tag has just a circled R, also a pair of 550's with correct LEVI'S with a circled R but the tag is orange, the pants have not been bleached so why is the tag orange? and last I have a Levi Strauss & Co. Iconic Jacket Type 1 made in Cambodia with red tag on the pocket with just the circled R. How come the Trademark words and sybmols on the red tags aren't consistant, was there at anytime over the years, Levi Strauss & Co. change their Trademark Symbol to read differently, or are these just defaultive tags on the clothing and may be considered to be a collector's item? Can you locate a website for me regarding red tags and or the correct words and symbols or Trademark to be printed on the tags. Thank you.

Editor's note: Hi Kathy. I've done some research and here's how the experts here explained the differences in the Red Tab to me:

The Levi's® pocket tab is one of the world's most frequently copied trademarks.  In order to legally protect our exclusive right to market clothes with this pocket tab, it is necessary to produce a certain percentage of Levi's® Brand products with a plain cloth tab with only the ® symbol. 

The difference in tabs hues, represents the different sewing methods used in making the product.  The Red Tab jeans are constructed according to our original sewing method. The Orange Tab jeans construction method was more recently developed and used from 1969 to about 1999.

Following are the construction differences: 

Red Tab Jeans:
- 6 rivets on front pockets
- The inside front pocket construction is more finished
- The front pocket opening has a higher slope and tighter curve
- Topstitching on the back pocket tapers from top to bottom
- The hip seam is top stitched near the front pocket for detail
- Average sizes have 5 belt loops
- The pocket tab is red
- Red ink is used on the waist label

Orange Tab Jeans:
- 5 rivets on front pockets
- The inside front pocket construction is of a basic seaming
- The front pocket opening has a lower slope and gradual curve
- Topstitching on the back pockets is parallel
- The hip seam does not have additional topstitching
- Average sizes have 7 belt loops
- The pocket tab is orange
- Brown ink is used on the waist label

In 1999, we consolidated the Red Tab and Orange Tab lines to produce one, traditional Red Tab jeans collection.

Also, in 1971, we changed the lettering on the Red Tab from LEVI'S® in all upper-case letters to upper and lower case: Levi's®. The "e" is the tab letter that was the most noticeable when the change was made, so denim afficianados often refer to Big "E" and Little "e" tabs when referring to the era in which a pair of Levi's® was made.

Steve (not verified) - Dec 20 2010

I have a theory about Mr. Jones' problem. Except for some of the 505's and 517's being made with heavy-weight denim, all other levis are made with mid-weight denim. Imagine, there are virtually no 501's being made with heavy-weight denim. Mr. Warren should realize that the use of heavy-weight denim should mean a product with a longer life cycle and better fades.

Editor's note: Hi Steve, and thanks for weighing in. We do have a variety of styles and fabric weights. But regardless of the product, we have the same lifetime quality guarantee against manufacturer's defects -- outside of normal wear and tear -- for all of our product.

Mickey Jones (not verified) - Jul 22 2010

I think I have bought some counterfits. The materal isn't the same as I've always got in a pair of 501's and doesen't wear half as long. I bought these pants at a Levi's outlet in Branson, Mo. I have some older Levi's that were half gone and they are still better than the new one's. I can't aford this kind of quality in my work clothes. I would like some kind of an explaination.

Editor's note: Thanks for your comment. We take great pride in our product and are sorry that you're not happy with your purchase. I'd recommend that you contact our Consumer Relations team. To do so, just visit the Contact Us section of any of our websites, or call, toll-free, 1-800-USA-LEVI.

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