Levi Strauss & Co.
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1829 - 1885
1886 - 1964
1965 - 1990
1991 - 2014
2015 - 2016
2017 - 2018
Levi Strauss
Levi Strauss Is Born
Levi Strauss is born in Buttenheim, Bavaria.
Levi Strauss & Co. Is Founded in San Francisco, CA
After working with his brothers in their dry goods wholesale business in New York City, Levi emigrates to Gold Rush San Francisco. He opens his own dry goods business to serve small general stores of the American West.
Levi Strauss
Blue Jeans Are Born
Levi Strauss & Co. and Jacob Davis receive a U.S. patent for an "Improvement in Fastening Pocket-Openings." By adding metal rivets to work pants, which would be known as blue jeans, they created stronger pants for working men.
Introducing the Two Horse Trademark
The Two Horse Trademark depicts two horses attempting to pull apart a pair of Levi's® waist overalls. The logo symbolized the strength of the clothing in the face of competition.
Introducing Lady Levi's®
Levi Strauss & Co. introduced its first blue jeans for women – and the first jean ever created for females.
The First Use of Red Tab
in order to differentiate our products from competitors, the Red Tab is added to the right back pocket of the 501® jean, where it is still placed today.
International Division is Formed
By the 1960s, the popularity of jeans, jackets and other Levi’s® products lead the company to set up offices and factories throughout Europe and Asia.
Levi Strauss & Co. Responds to the Growing AIDS Crisis
Employee donations at the Kaposi Sarcoma clinic at San Francisco General Hospital are matched by the Levi Strauss Foundation. The following year, support groups for HIV+ employees are formed at our headquarters.
Dockers® Launches
Dockers® khakis revolutionize business attire when young professionals adopt khakis as their pant of choice and lead the charge in making casual wear appropriate attire for the workplace.
Terms of Engagement Established With Manufacturing Suppliers
We are the first multinational apparel company to launch a comprehensive code of conduct for all contract factories and licensees. The Terms of Engagement set out ethical standards, legal and environmental requirements, community involvement and standards to address child and forced labor, disciplinary practices, working hours, wages and benefits, freedom of association, discrimination, and health and safety.
Signature by Levi Strauss & Co.™ Launches
Known today as Signature by Levi Strauss & Co.™, the brand serves shoppers at mass-channel retail stores, giving value-oriented consumers access to products from a company with a heritage of high-quality jeanswear.
Our Eureka Innovation Lab Opens
The innovation lab is a research and development facility dedicated to design ideation and prototyping.
We Launch Our Industry-Leading Screened Chemistry Program
The initiative examines the health and environmental impacts of chemicals to identify safer alternatives and areas for innovation.
Levi’s® New Women’s Denim Collection Launches Globally
The 700 series is inspired by the original 1934 women’s blue jeans Lot 701. The pants include additional stretch along with authentic elements like the Two-Horse Design patch.
We Open Source Our Screened Chemistry, Water<Less™ and Worker Well-Being Initiatives
We opened up our pioneering programs to the greater industry in hopes of making a greater impact on the planet and those who make clothes.
The Levi’s® Commuter™ Trucker Jacket With Jacquard™ by Google Debuts
Designed for the urban commuter, Jacquard technology woven into this Levi’s® jacket lets you access your music, navigation, and communication such as texts and calls with the swipe of your sleeve.
Levi Strauss & Co. introduces Project F.L.X.
Project F.L.X. digitizes denim finish design and development, and enables a responsive and sustainable supply chain at an unparalleled scale.