In Jeans We Trust: Celebrating 140 Years of Levi’s


If I asked you where Jeans were invented I be your first guess would likely be AMERICA! Or maybe it would be China – given where most of the things we buy are made.

Fact is you would me mostly correct. Even though the fabric that today we call Denim comes from Nimes, France – the denim work pant and what has evolved into modern-day Jeans, was brought to you buy Mr. Levi Strauss – and Levi Strauss and Co. celebrates 140 years of an Iconic American brand today!

According to

“Levi Strauss came to the United States from Germany when he was eighteen. He worked for his family’s business in New York. He traveled about the United States selling cloth, thread, buttons, and other goods for his family’s business in New York. During the Gold Rush, Strauss’s sister moved to San Francisco and opened a store with her husband. They invited Levi Strauss to join them.


Strauss went to San Francisco, bringing several bolts of cloth to sell for tents and wagon covers. The canvas cloth turned out to be the wrong kind for tents, but perfect for work pants. Strauss’s work pants became popular with miners and ranchers. These workers needed clothes that were sturdy enough for rough outdoor work.

When Strauss ran out of canvas, his brothers in New York sent him denim fabric, which was easier to sew. He dyed the denim blue to hide stains from the dirt that miners and ranchers worked in. The pants were later made with copper rivets to make the pockets stronger. The new design, called “Levis,” was a huge success.”

And what has sustained their success to this day?  I would say it rides on both the strength of their brand: which has remained committed to an identity rooted in the hard-working, American-bootstrapping ethos.  I would also say it has a lot to do with how they run their business.  I have actually done a good amount of work for Levi’s over the years and if there is one thing I know for certain about that company, it’s that they have a relentless commitment to incorporating an understanding of human and cultural insights into their business.  I have personally traveled the world on their behalf unearthing differences and commonalities among emerging middle class youth to help them develop an accessible denim and apparel brand for global youth.  I have heard the stories of the project that lead to the structure of their recently re-launched women’s business – where there is a perfect fit for every body type (thanks to the tens of thousands of women’s who’s measurements they took around the world to figure out how to end the self-esteem draining jeans shopping process and create something empowering).

And certainly no company is perfect but it stands to reason that they are doing something right.  How many American companies or brands can you name that have stood the test of time like Levi Strauss?  Chances are you can count them on one hand.

So, today  I give a Narcissistic Anthropologist shout-out to Levi Strauss for inventing my favorite article of clothing – JEANS!




Categories: American Culture, american History, Branding, Consumer Anthropology, Consumer Culture, Marketing, Uncategorized | Tags: , , , , , , , , | 3 Comments

Post navigation

3 thoughts on “In Jeans We Trust: Celebrating 140 Years of Levi’s

  1. Reblogged this on The Brand Sherpa's Blog and commented:

    In the Spiirit of a brand who lead the way like a good Sherpa…

  2. Thanks fo rreblogging!

  3. Awesome post. There is no better article of clothing than a great fitting pair of jeans!

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Create a free website or blog at


femdom/adult writings

Punk Rock Anthropology

All things punk rock: music, news, and fashion.

ish ism

Love. Explore. Advocate. Rejoice. Note.

Adventures in Living Abroad


Abigail S. Holbrook, MSW, LCSW, LLC

Counseling and Consulting in Athens, Georgia


The only authority for all things beer...

Millennials at Work

Coming of Age for the Millennial Workforce


Personal, design, inspiration, interests.


Just another site




Being a popular kid isn't easy,you have to be cautious about every move of yours because you know that all eyes are on you.Not just the eyes that look up to you but also the eyes that love to see you in pain.You might have your own list of followers but with this list there exists the "popularity starved crowd" who wants to replace you.But when reality bites these morons and they're back to square one,hurt and angry with themselves they try to make you the victim of their moment of high adrenaline,just to make you suffer because you're better.They try to clean their head by ruining your perfect life.What's more is right then you realize that none of your "friends" are what they appear to be.You're broken,depressed .You feel the need to talk to someone of your own kind,someone who won't judge you and that's when you can find me at thepopularitébug,I promise to do anything and everything to help you out of your problem!Amen.

Working Self

Creating Meaningful Work with Rebecca Fraser-Thill


Often described as a blog, an online magazine, a journal. When examined further the description changes and it becomes a project, an objective, a mission. American Male is one simple thing. It is a collection of different thoughts and experiences so come share yours and be part of the narrative.

nydwracu niþgrim, nihtbealwa mæst

signals, signals everywhere / and not a thought to think


World travel and photography

entitled millennial

"any man can handle adversity; if you want to test his character, give him power"

%d bloggers like this: