Levi Strauss & Co. (LS&Co.) is one of the most liked clothing brands that is loved by people of all ages. The phenomenal popularity of this clothing brand can be gauged by the fact that many apparel manufacturers reproduce clothes inspired from LS&Co. and sell them under their custom patches.
LS&Co. has an outstanding brand profile that we will be covering in this article. Let’s first go back in time to explore the history of Levi Strauss & Co. and how it became the world’s leading apparel brand.
1853: Levi Strauss & Co. Is Founded
The year 1853 marks the birth of Levi Strauss & Co. when it was launched by a German Levi Strauss who immigrated to San Francisco from Bavaria to open his dry goods business that we know today as Levi Strauss & Co. And this began an era of excellence in apparel business. Little did he know that his business would become a global brand one day and will have stores in every corner of the world.
During this time, Levi Strauss met a local tailor Jacob Davis who suggested him to use copper rivets to reinforce the jeans which was a clothing for the miners at the time. It was a breakthrough idea that changed the construction of jeans and made it a more durable clothing piece for working class in the San Francisco community. Together with him, he patented the use of “copper rivets” in fastening pocket-openings. This was the beginning of a revolution in clothing and it led to the birth of reinforced blue jeans.
1873: The Arrival of Blue Jeans
1873 was not only a significant year for Levi Strauss & Co. but it was also a game-changer for clothing industry since it marked the birth of the iconic blue jeans which is a staple clothing for men and women.
After registering the patent “Improvement in Fastening Pocket-Openings”, Levi Strauss went on to manufacture the jeans for the working class of San Francisco who found it a fitting piece of clothing for their work. It went on to become the best-selling clothing items of Levi Strauss & Co.
1886: The Two Horse Logo Gets Registered
1886 saw the first registered logo of Levi Strauss & Co. To avoid the upstarts selling similar blue jeans using custom made patches of Levi Strauss & Co., Levi Strauss decided to register a brand identity of Levi Strauss & Co. to authenticate the jeans made from his manufacturing facility.
The famous logo of LS&Co. featured two equestrians pulling a pair of jeans in opposite direction. The logo of LS&Co. aptly symbolizes the durability of its pair of jeans and became one of the most recognized brand identities in clothing industry. Today, it is the symbol of quality and excellence in apparel business.
1890: The Introduction of Levi’s 501
Levi Strauss & Co. produced its first batch of the famous Levi’s 501 during 1890s when the copper rivet patent went into the public domain. It was when the lot number was first allocated to different batches of jeans and the name Levi’s 501 was given to jeans that used copper rivets.
Since then, Levi’s 501 has remained the best-selling lot among the different batches of jeans produced by Levi Strauss & Co. Levi’s 501 got much popularity during the most happening decades of 50s through 80s when hippies, mods and greasers were a rage. It is still a basic clothing piece in men’s wardrobe.
1934: Lady Levis Is Launched
At a time when jeans were considered a taboo in western society, LS&Co. launched the first lot of jeans for women. It was called “Levi’s 701.” It used a button-fly which was an unconventional thing at the time. Today, LS&Co. sells ladies’ jeans in various styles and fits ranging from high rise and slim fit to skinny and bootcut.
Let’s now take a look at some of the brands of LS&Co.
Levi’s is a patent brand of LS&Co. It makes the finest denim jeans for men of every age and body type. It launched the famous Levi’s 501 in the 1890s after a lot number was allotted to different batches manufactured under LS&Co. Levi’s 501 has been associated with Levi’s for more than a century and its sales has skyrocketed since then.
Dockers was launched by LS&Co. in 1986. It is known for making the finest khakis and chinos for men. The company incorporated women wear for some time but reverted to its main clientele, i.e. men’s clothing. It sells every type of clothing pieces for men including the shirts, pants, shorts and shoes.
LS&Co. unveiled Denizen in 2010. This brand was positioned to attract the younger audience who belong to the age group between 18 and 28. Being a subsidiary of LS&Co., it is no surprise that the jeans is the most popular clothing item from this brand. You can buy its excellent jeans from Target.
Levi Strauss Signature
Levi Strauss Signature is another label by LS&Co. that was launched at the 130th anniversary of blue jeans. It manufactures jeans as well as other casual apparels that are known for their style and comfort. Levi Strauss Signature is available on retail stores that include Walmart, Meijer, Kmart, Target, Pamida and Shopko.
Milestones, Awards and Recognitions
In its history of more than 150 years, LS&Co. has earned many titles and awards for its contribution to apparel industry. Some of its most distinguished milestones and awards deserve a mention here:
- LS&Co. is credited with the patent “Improvement in Fastening Pocket-Openings” which introduced the copper rivets in jeans and became the first company to manufacture blue jeans.
- In 2019, the CEO of LS&Co. Chip Bergh was named in the list of “World’s Greatest Leaders” by Fortune. He was ranked 16th out of 50 entries.
- LS&Co. was named in Forbes America’s Best Employers for Women, ranking 37 out of 100 companies.
- Environmental Protection Agency (EPA) is an American federal agency for environmental safety. The organization conferred LS&Co. with “Safer Choice Partner of the Year Award” in 2016.
- SUSTAINIA 100 is a source to learn sustainability solutions to run an eco-friendly business. The organization acknowledged the LS&Co. for its Innovative Sustainability Programs.
Levi Strauss & Co. is a trusted name in apparel business. This brand profile makes an attempt to explore the rich legacy of this American brand. Hope it inspires you enough to buy from this company.