Friday, August 26, 2011


Who is dat hotty p'toddy?
Oh, it's just that strappin young lad Levi Strauss!

Levi Strauss and Co. have been making denim jeans for quite a long time now. Named after the inventor,  a 24 year old Jewish German immigrant, ( i know, crazy) Levi moved from New York to San Francisco in 1853 in hope of marketing his rough canvas for creating tents and wagon covers. A prospector who came across his product implied that his strong canvas would be put to better use if used to create a strong, long lasting pair of work pants. And so, Strauss started producing waist overalls out of his canvas that eventually became quite popular with miners. After a while, however, they started complaining that the material chaffed easily so instead of using canvas he switched to a twill cotton blend from France referred to as "serge de Nimes" which would go on to be called "blue jeans."

In 1873, Levi Strauss & Co. modified their brand to include the famous pocket stitch design, reinforcing the pants with rivets and officially patenting their product known for it's durability and style. To further expand their notoriety they sewed a red tab to the left rear pocket in 1936 which would identify their jeans at a distance. This trademark is still in use today and Levi jeans remain the most popular brand associated with denim material.

I think I'm going to buy me a pair of 501 shrink to fit originals and sit in my bathtub while they tighten around my bod. I'll let you know how it goes...

Brando wore them -- get yours!

No comments:

Post a Comment