ABOUT US - LEVI STRAUSS & CO. HISTORY
OUR STYLE MAY BE AS FRESH AS TOMORROW, BUT WE GO WAY BACK ā TO 1853.
Thatās when Levi Strauss & Co. began. Later, Levi Strauss, the man, partnered with Jacob Davis to invent the blue jean. And weāve been innovating ever since.Levi Strauss & Co. is one of the worldās largest apparel companies and a global leader in jeans. The LeviāsĀ® brand is just part of our story. Weāre also home to DockersĀ® and DenizenĀ®. We have some 500 stores, and our products are available in 110 countries around the world.
Want to learn more about us? Visit LeviStrauss.com.
OUR VALUES
ORIGINALITY
Being authentic and innovative
The pioneering spirit that started in 1873 with the very first pair of blue jeans still permeates
all aspects of our business. Through innovative products and practices, we break the mold.
COURAGE
Standing up for what we believe It takes courage to be great.
Courage is the willingness to tell the truth and to challenge hierarchy, accepted practice and
conventional wisdom. It means standing by our convictions and acting on our beliefs.
INTEGRITY
Doing the right thing
Integrity means doing right by our employees, brands, company and society as a whole.
Ethical conduct and social responsibility characterize our way of doing business.
EMPATHY
Walking in other peopleās shoes
Empathy begins with paying close attention to the world around us. We listen and respond to
the needs of our customers, employees and other stakeholders.
MADE OF PROGRESS
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CARE FOR OUR PLANET
Weāre also changing the way we design and make our product to help restore the planet. For example, the finishing process of our LeviāsĀ® WaterAnd weāre aggressively pursuing ways to reduce our carbon footprint by shifting to less intensive modes of moving our product from factory to store, including rail and containerships. Weāve also reduced energy use at our stores and distribution centers through more efficient lighting and air conditioning.
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THE PEOPLE WHO MAKE YOUR CLOTHES
In 1991, Levi Strauss & Co. published our Terms of Engagement, protecting the rights of the workers who make your clothes. This groundbreaking document also ensures safe, healthy and human working conditions. Weāve long been an industry leader in worker rights andcontinue our efforts to improve apparel workersā lives, both in and out of the factory.
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GIVING BACK IN OUR COMMUNITIES
In 1854, a year after starting his company, founder Levi Strauss donated to a local orphanage. In that spirit, our employees have been giving back to the communities where we operate for more than 150 years. Their involvement strengthens communities from San Francisco to Singapore, and their volunteer efforts help local organizations. We encourage employees to support charitable organizations with their time, talent and money by offering them paid timeoff to volunteer.
Social Responsibility is deeply embedded into our products, our culture and our business. Learn more at LeviStrauss.com.
HISTORY & HERITAGE
Levi Strauss & Co.
1853
Bavarian-born Levi Strauss moves to Gold Rush era San Francisco to open a dry goods business. He sold clothes, boots and other goods to the small retail stores of the American West.
The Rivets
1872
Jacob Davis, a tailor from Reno, Nevada, teams with Levi Strauss to create and patent work wear riveted-for-strength made of brown cotton duck and true blue denim.
The Blue Jean is Born
1873
Jacob Davis, a tailor from Reno, Nevada, teams with Levi Strauss to create riveted-for-strength workwear made of true blue denim. On May 20, 1873 the U.S. Patent and Trademark Office grants patent #139,121 to Levi Strauss & Co. and Jacob Davis for their invention. This is how the blue jean, originally called āXX,ā was born.
Two Horses
1886
The Two Horse logo demonstrates the incredible strength of LeviāsĀ® clothing. The logo is first branded onto the leather patch of the āXXā jeans in 1886 and is still used today.
From Double X to Five Oh One
1890
The original āXXā blue jean is given its iconic lot number 501Ā®.
Performance Gear
1895
Levi Strauss & Co. introduces its first bicycle pants. It only takes another 116 years for us to come out with LeviāsĀ® Commuter, a multi-functional performance product designed for the modern cyclist.
A Philanthropic Spirit
1902
When Levi Strauss passes away in September, his four nephews take over the business and carry out his numerous bequests to Bay Area charities serving children and the poor.
Rumble and Fire
1906
On April 18, The San Francisco earthquake and fire destroy the headquarters and two factories of Levi Strauss & Co. Employee salaries are continued, and temporary headquarters are opened to keep employees working. A new factory is built at 250 Valencia Street.
The Horses Go Global
1908
The Two Horse trademark is registered in Japan and LeviāsĀ® global reach begins in earnest with markets like Australia and South Africa soon to follow.
A New Classic
1909
This year sees the introduction of fine khaki pants and coats to LS&Co.ās line of clothing.
Childās Play
1912
LS&Co. introduces Koveralls for children, a one-piece denim playsuit.
For the Ladies
1918
Freedom-Alls make their appearance. This tunic/trouser outfit was designed to give women freedom of movement and release them from the restrictive clothing of the era.
Itās Official
1928
LS&Co. registers the name LeviāsĀ® as a trademark.
Go East Young Man
1930s
Authentic cowboys wearing LeviāsĀ® jeans are elevated to mythic status, and Western clothing becomes synonymous with a life of freedom and independence. Easterners who wanted an authentic cowboy experience head to dude ranches out West, where they purchase their first pair of LeviāsĀ® jeans and take them home to wow their friends ā and help spread the Western influence to the rest of the country.
They Called Them āLady LeviāsĀ®ā
1934
The first jeans for women, Lady LeviāsĀ® are made of pre-shrunk denim and constructed with many of the same features of the menās 501Ā® jeans. They owe their feminine allure to a fashionably high, nipped in waist.
Red Tab
1936
The Red Tab is first placed onto the right back pocket of the jeans and the word LEVIāSĀ® is stitched in white in all capital letters on one side only. The red Tab was created to differentiate LeviāsĀ® jeans from competitors.
Waste Not, Want Not
1941
Changes are made to LeviāsĀ® products in order to conform to rules set by the War Production Board for the conservation of raw materials. The famous Arcuate back pocket stitching is painted instead of stitched to save thread. The back waistband cinch is completely removed and, to conserve metal, so are the watch pocket rivets. This time period also represents one of global expansion for the brand, showcasing the American icon on GIs overseas.
Banned
1950s
The 1950s saw denim banned in some schools, especially in the East, for being a bad influence. The portrayal of denim-clad ājuvenile delinquentsā in movies and on tv led many school administrators to prohibit denim in the classroom, fearing that wearing the rebel uniform would lead students push against authority in all of its forms.
At Your Leisure
1954
The Denim Family line is launched, thanks to denimās new appeal as a leisure fabric. And what was once only workwear crosses the line into the world of casual attire.
Ahead of the Times
1960
Levi Strauss & Co. opens its first factory in the South. Located in Blackstone, Virginia, the company insists that the facility be integrated at a time when desegregation had not yet been mandated by federal law.
Kids These Days
1961
The new, slimmer silhouettes of the 1960s inspire Slim Fits, a 5-pocket twill trouser for young men. Teenagers call them White LeviāsĀ® because no one knows what to call blue jeans that arenāt blue.
No Shrinking, Violet
Early 1960s
We do the shrinking for you. Pre-shrunk LeviāsĀ® jeans are introduced, relieving people of the process of a hot water denim marinade.
Drest to Impress
1964
Levi Strauss & Co. patents the Sta-PrestĀ® process for creating permanent creases in fine trousers and shirts. The Sta-PrestĀ® pants collection is re-introduced in the LeviāsĀ® Spring 2012 Collection.
International Moment
1965
The companyās international division is created to pulls together and expands all of the companyās post-war distribution in Europe and Asia.
Batwing
1967
The red housemark ābatwingā is designed by Walter Landor & Associates, and has, over the years, become shorthand for the LeviāsĀ® brand itself.
The Art of Denim
1973
The company announces the LeviāsĀ® Denim Art Contest, and invites consumers to submit photos of their decorated jeans and jackets for a special judging. The winners tour American folk art museums during 1975.
Let the Games Begin
1980/1984
Levi Strauss & Co. makes clothing for the athletes at Olympic Games in 1980 and 1984.
We Get the Blues
1984
The famous 501Ā® Blues television advertising campaign is launched at the Los Angeles Olympic Games.
Levi Strauss & Co.
1853
Bavarian-born Levi Strauss moves to Gold Rush era San Francisco to open a dry goods business. He sold clothes, boots and other goods to the small retail stores of the American West.
Looking to The Future, With An Eye to the Past
1989
The companyās 150+ year history is captured in the Levi Strauss & Co. Archives, located at headquarters in San Francisco.
Terms of Engagement
1991
Levi Strauss & Co. creates the first comprehensive set of standards for contractors and worldwide, called Terms of Engagement, to help promote fair labor standards and workersā rights.
Retro Chic
1996
The history of LeviāsĀ® is kept alive through the launch of LeviāsĀ® Vintage Clothing, a line that faithfully reproduces the fits, fabrics and characteristics of historic LeviāsĀ® garments.
1999
The Shape of Things
2010
LeviāsĀ® Curve ID jeans for women are introduced. Using a revolutionary fit system based on shape, Curve ID was created as a result of studying more than 60,000 body scans and listening to women around the world of all shapes and sizes.
LeviāsĀ® Water
2011
The average pair of jeans uses 42 liters of water in the finishing process. The LeviāsĀ® Water
Born to Bike
2011
Urban cyclists across the country adopted jeans as a part of their commuting uniform. d Inspired by the trend, LeviāsĀ® invents the Commuter line ā a multi-functional performance product designed for cyclists all over the world.