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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. History Origin and formation (1853–1890s) 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 on May 20, 1873, the two men received U.S. patent 139,121 from the United States Patent and Trademark Office. The patented rivet was later 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, lot numbers were assigned the products that were being manufactured, and "501" was used to designate the famous copper-riveted waist overalls. There are urban legends stating 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. Growth in popularity (1910s–1960s) Modern jeans began to appear in the 1920s, but sales were largely confined to the working people of the western US, such as cowboys, lumberjacks and railroad workers. Levi's jeans apparently were first introduced to the East during the dude ranch craze of the 1930s, when vacationing Easterners returned home with tales (and usually examples) of the hard-wearing pants with rivets. Another boost came in World War II, when blue jeans were declared an essential commodity and were sold only to people engaged in defense work. Between the 1950s and 1980s, Levi's jeans became popular among a wide range of youth subcultures, including greasers, mods, rockers, and hippies. Levi's popular shrink-to-fit 501s were sold in a unique sizing arrangement: the indicated size referred to the size of the jeans prior to shrinking, and the shrinkage was substantial. The company still produces these unshrunk, uniquely sized jeans. Although popular lore (abetted by company marketing) holds that the original design remains unaltered, this is not the case: the crotch rivet and waist cinch were removed during World War II to conform to War Production Board requirements to conserve metal and were not replaced after the war. Additionally, the back pocket rivets, which had been covered in denim since 1937, were removed completely in the 1950s due to complaints they scratched furniture. Blue jeans era (1960s–1980s) From the early 1960s through the mid-1970s, Levi Strauss experienced significant business growth as the casual look of the 1960s and 1970s ushered in the "blue jeans craze". Levi's, under the leadership of Walter Haas, Peter Haas Sr., Paul Glasco, and George P. Simpkins Sr., expanded the firm's clothing line by adding new fashions and models, such as stone-washed jeans through the acquisition of Great Western Garment Company (GWG), a Canadian clothing manufacturer. The acquisition led to the introduction of the "stone washing" technique, which remains in use by Levi Strauss. Simpkins is credited with the company's record-paced expansion of its manufacturing capacity from 16 plants to more than 63 plants in the US – along with 23 overseas – from 1964 to 1974. In the 1980s, the company closed approximately 60 of its manufacturing plants because of financial difficulties and strong competition. The Dockers brand, launched in 1986 and sold primarily through department store chains, helped the company grow through the mid-1990s, as denim sales began to wane. Dockers were introduced into Europe in 1996 and led by CEO Jorge Bardina. Levi Strauss attempted to sell the Dockers division in 2004 to relieve part of the company's $2.6 billion outstanding debt. Brand competition (1990s) By the 1990s, Levi's faced competition from other brands and cheaper products from overseas and began accelerating the pace of its US factory closures and its use of offshore subcontractors. In 1991, Levi Strauss became implicated in a scandal involving pants made in the Northern Mariana Islands: some 3% of Levi's jeans sold annually with the "Made in the USA" label were shown to have been made by Chinese laborers under what the U.S. Department of Labor called slave-like conditions. As of 2016, most Levi's jeans are made outside the US, although a few of the higher-end, costlier styles are still made domestically. Cited for sub-minimum wages, seven-day work weeks with 12-hour shifts, poor living conditions and other indignities, Tan Holdings Corporation, Levi Strauss' Marianas subcontractor, paid what were then the largest fines in US labor history, distributing more than $9 million in restitution to some 1,200 employees. Levi Strauss claimed no knowledge of the offenses, severed ties to the Tan family and instituted labor reforms and inspection practices in its offshore facilities. The activist group Fuerza Unida (United Force) formed following the January 1990 closure of a plant in San Antonio, Texas, in which 1,150 seamstresses – some of whom had worked for Levi Strauss for decades – saw their jobs exported to Costa Rica. During the mid-and late 1990s, Fuerza Unida picketed the Levi Strauss headquarters in San Francisco and staged hunger strikes and sit-ins in protest of the company's labor policies. The company took on multibillion-dollar debt in February 1996 to help finance a series of leveraged stock buyouts among family members. At the time, shares in Levi Strauss stock were not publicly traded. As of 2016, the firm was owned almost entirely by indirect descendants and collateral relatives of Levi Strauss, whose four nephews inherited the.... Discover the Lee Strauss popular books. Find the top 100 most popular Lee Strauss books.