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!

Oct 06 2011

Steve Jobs: In Memoriam

Steve Jobs stood on the frontier for 56 years. He was a master innovator who changed computing, music and telecommunications.

He showed us that anything is possible and, in doing so, made the world a better place.

Many words will be written in the hours and days ahead about Steve Jobs. And with good reason. He inspired so many people in so many ways that we can only marvel at his artistry and intuition.

We thank him for showing us the way and for challenging the world to stay hungry and stay foolish.

Posted By: Robert Hanson, President, Global Levi's® Brand

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André (not verified) - Aug 06 2012
Yes, me too! I had also (ultimately) found out about LEVI's pants after trying a pair and immediately it just "fits", completely automatically. No other pants feel as good, like an extra skin, only smarter looking. I had also wondered about Steve Jobs pants and from there, found this page! It would be great to make a little icon (as Lisa above writes) to signify the relationship between Apples keynote appearance and the attention to this little pocket! Thanks for all your hard work, and for caring about our planet too (waterless jeans series) So nice to find a company that cares and to wear their brand as a significance of specialness :)

tclay (not verified) - Nov 07 2011
It was an iPod, not an iPhone that Steve pulled out of the watch pocket.

Lisa Doyle (not verified) - Oct 08 2011

Dear Mr Hanson: Steve Jobs led me to you and this very moment. I set out on a journey to find out who's (brand) Jean he wore. I had suspicions but truly didn't know. I quickly found out on the internet that he's wearing Levi's 501's. In light of Steve's passing, I was curious to to find out if this company (I now know is Levi Strauss) had come out and made some statement of acknowledgement of what he brought to their brand and to thank him. And if they hadn't, to offer this: Please envision this iconic image we all have of Steve Jobs pointing to that little pocket on your jeans and wondering what it was for. And then reaching in the pocket and pulling out the iphone. In that powerfull moment he gave purpose to your pocket, and made them famous. How many marketing people at Levi Strauss can say they made a pocket famous? NONE. A fitting acknowledgement to Steve Jobs would be to introduce to HIM... The iPocket. And in honor or memory of him to produce for the next year the 501 jean with an iphone-like insignia on that little pocket (so everyone will remember what it's for). As an unemployed consumer, I would find the money and wait in a very long line to buy a pair of those jeans! The timing here and concern for linking a product to an individual does not escape me. I hope to see the Levi Strauss Co. demonstrate as a show of corporate responsibility to ackowledge through these iconic images we have of Steve Jobs the link to your product. He wore your jeans and he wore them well, and he made your pockets famous. I'm sure that has translated into some level of profit being made by your company purely through associations consumers made on their own. These are iconic product associations. Acknowledge it and thank him. Thanks for listening to one little consumer. Sincerely, Lisa Doyle.

Editor's note: Thank you, Lisa, for your thoughtful note. it didn't go unnoticed or unappreciated by us that Steve Jobs found a new use for our watch pocket. It's that kind of innovative thinking that inspires us every day. I'll pass along your suggestion to the appropriate folks at the Levi's® brand.

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