Here is Why Levi is the Best Blue Jean Ever
The jeans themselves are such a staple in the country and Western lifestyle that it might be easy to forget that there was a time when the Levi brand was nothing but an idea in a young innovator’s head. The fascinating and surprising story of the invention of the classic all-American blue jean dates all the way back to 1848, when Levi Strauss, a Bavarian immigrant, and his two brothers opened a wholesale dry goods business entitled “J. Strauss Brother & Co,” later renamed “Levi Strauss & Co.” The company operated out of both New York City and San Francisco, the latter of which Strauss adopted as his hometown.
In fact, Strauss was a prominent philanthropist in his local community. His efforts were well known and highly respected throughout San Francisco, and his various scholarships at the University of California, Berkeley, are still offered to deserving students each year. He was a charter member and treasurer of the San Francisco Board of Trade in 1877, and the director of the Nevada Bank, among many other accomplishments, until his death in 1902. His legacy continues to live on every time we wear our Levi’s.
The California Gold Rush
Strauss never intended to live in California in the first place. Tempted by the prospect of finding gold, Strauss packed up and left New York for warmer climes, ultimately coming across his unexpected big break in San Francisco in 1853—but not in the way he had anticipated. It wasn’t until 1872 that Strauss struck gold, so to speak.
It was around this time that Strauss received a letter from a customer named Jacob Davis in Reno, Nevada, that detailed a unique and practical method of manufacturing pants. After reading about the unique and creative way of stitching rivets at points of strain to ensure that pants lasted longer and were more durable, Strauss was motivated to become Davis’ business partner. Within a year, the pair had patented what we now recognize as the blue jean.
In old advertisements for the product, they were referred to as “overalls,” rather than “jeans.” That term wasn’t popularized until 1960. In any case, we’re all well aware of the popularity and longevity of this style of pant. Nearly every self-respecting cowboy and cowgirl has a pair of Levi’s in their closet; the name itself has become synonymous with American culture.
Innovation and Style
Levi blue jeans are not only super stylish—the company is also committed to social change, just like Strauss was during his lifetime. The brand itself was a groundbreaking invention, so it stands to reason that the company behind Levi blue jeans continues to innovate new styles that meet the developing needs of modern society. As trends come and go, Levi blue jeans have managed to remain the touchstone of Western culture and a consistent symbol of the passion, drive, and work ethic that built our country in the first place.
Nowadays, you might find Levi wearers rocking “Wellthreads,” which are manufactured using a unique process that seeks to minimize the amount of water used. In a time of economic uncertainty and water scarcity, this environmentally conscious alternative to traditional manufacturing is a breath of fresh air. Up to 50 percent less water is used during this process. What does that mean for us? Well, it means that no matter whether you wear your Levi’s to hit the town or hit the trail, you can feel good about what you’re wearing—and know that you’re contributing to a good cause.