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Levi's
Levi Strauss was a wholesale dry goods merchant beginning with his arrival in San Francisco in 1853. He sold the common dry goods products, including clothing whose manufacturers are unfortunately unknown to us. Levi worked hard, and acquired a reputation for quality products over the next two decades. In 1872 he got a letter from tailor Jacob Davis, who had been making riveted clothing for the miners in the Reno area and who purchased cloth from Levi Strauss & Co. He needed a business partner to help him get a patent and begin to manufacture this new type of work clothing. Well, Levi knew a good business opportunity when he saw one, and in 1873 LS&CO. and Davis received a patent for an “Improvement in Fastening Pocket-Openings.”
As soon as the two men got their manufacturing facility under way, they began to make copper riveted “waist overalls” (which is the old name for jeans) out of a brown cotton duck, and a blue denim. It’s likely that a pair of these duck pants (which survived the 1906 fire) confused early historians of the company, as duck looks and feels like canvas. The denim, however, was true blue. Of course, Levi did not dye any brown fabric blue, as the myth has proclaimed, nor did he purchase it from Nimes. Knowing that the riveted pants were going to be perfect for workwear, it’s likely he decided to make them out of denim rather than jean for the reasons mentioned earlier: denim was what you used when you needed a very sturdy fabric for clothing to be worn by men doing manual labor. |
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