Levi Strauss & Co are the manufacturer of Levis men’s jeans which are the world’s oldest jeans. They are one of the largest and most famous fashion brands in the world and have been in existence since 1853. They were using denim in their clothes in the late eighteen hundreds and started producing jeans in the nineteen twenties. Levi Strauss & Co has grown into a huge global operation from its humble beginnings.
The largest growth happened to the company during the sixties and seventies when popular culture really embraced the more casual look that denim jeans could provide. As well as launching jeans on the world, they also launched many updates such as the stone wash technique which was very popular in the eighties.
The riveted jean was invented as a collaboration between Jacob Davis and Levi Strauss and they received a patent for the design at the end of the eighteen seventies. They received their major push into popularity with their adoption as the uniform of choice by movements such as the mods and rockers, hippies and skinheads.
All of the Levis men’s jeans ranges are based on numbers and the most famous are the 501s. They were originally sold as “shrink-to-fit”. People would purchase them are wear them in the bath to shrink them to their desired size. It is still possible to purchase them and shrink them in this way.
Levi Strauss has faced its ups and downs in popularity but it always manages to maintain its strong brand with some unique advertising campaigns and core following by rock stars. Its advertising campaigns have often featured popular songs which have become even more popular following their use in the campaigns and many have reached the number one slot afterwards. Some of the more popular songs include The Joker by Steve Miller Band, Mr Boombastic by Shaggy and Flat Beat by Mr Oizo.