Levi Strauss & Co. ( LEE-vy STROWSS) is an American clothing company known worldwide for its Levi's ( LEE-vyze) brand of denim jeans. It was founded in May 1853 when German-Jewish immigrant Levi Strauss moved from Buttenheim, Bavaria, to San Francisco, California, to open a West Coast branch of his brothers' New York dry goods business. Although the corporation is registered in Delaware, the company's corporate headquarters is located in Levi's Plaza in San Francisco.
German-Jewish immigrant Levi Strauss began business at 90 Sacramento Street in San Francisco, then moved to 62 Sacramento Street. In 1858, the company was listed as Strauss, Levi (David Stern & Lewis Strauss) importers clothing, etc. 63 & 65 Sacramento St. (today, on the current grounds of the 353 Sacramento Street Lobby) in the San Francisco Directory with Strauss serving as its sales manager and his brother-in-law, David Stern, as its manager.
Jacob Davis, a Latvian-Jewish immigrant, was a Reno, Nevada, tailor who frequently purchased bolts of denim cloth from Levi Strauss & Co.'s wholesale house. After one of Davis's customers kept purchasing cloth to reinforce torn pants, he thought of using copper rivets to reinforce points of strain, such as on pocket corners and the base of the button fly. Davis lacked sufficient funds to obtain a patent, so he wrote to Strauss proposing a business partnership. After Strauss accepted Davis's offer, the two men received U.S. patent 139,121 from the United States Patent and Trademark Office on May 20, 1873. The copper rivet was incorporated into the company's jean design and advertisements. Contrary to an advertising campaign suggesting that Levi Strauss sold his first jeans to gold miners during the California Gold Rush (which peaked in 1849), the manufacturing of denim overalls began in the 1870s. In 1890, the rivet patent went into the public domain; the same year, lot numbers were assigned to company products, and "501" was used to designate the famous copper-riveted waist overalls. The company lost its records in the 1906 earthquake and there is no information why that number was chosen.
There are urban legends claiming that the first pair of Levi's jeans were made of hemp, despite being made from cotton by the Amoskeag Manufacturing Company. This misinformation was likely spread by Jack Herer. The first hemp jeans from Levi's were manufactured in March 2019.
Ever one to stay ahead of the curve, he invested in this hardy fabric and introduced denim jeans to the Australian market in 1940, prioritising a fit suitable for long days in the saddle. Levi Strauss' only Australian-owned and -operated factory in Adelaide closed, with the loss of 86 jobs. The sewing and finishing factory in north Adelaide shut on November 26 2004, the company said. Operations would be moved overseas where labour costs were lower.
