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Levi Strauss & Co.

This is the story of a sturdy American symbol which has now-spread throughout most of the world. The symbol is not the dollar. It is not even Coca-Cola. It is a simple pair of pants called blue jeans, and what the pants symbolize is what Alexis de Tocqueville called “a manly and legitimate passion for equality. …” Blue jeans are favored equally by bureaucrats and cowboys; bankers and deadbeats; fashion designers and beer drinkers. They draw no distinctions and recognize no classes; they arc merely American. Yet they are sought after almost everywhere in the world—including Russia, where authorities recently broke up a teen-aged gang that was selling them on the black market for two hundred dollars a pair. They have been around for a long time, and it seems likely that they will outlive even the necktie.

This ubiquitous American symbol was the invention of a Bavarian-born Jew, his name was Levi Strauss. He was born in Bad Ocheim, Germany, in 1829, and during the European political turmoil of 1848 decided to take h is chances in New York, to which his two brothers already had emigrated. Upon arrival. Levi soon found that his two brothers had exaggerated their tales of an easy life in the land of the main chance. They were landowners, they had told him; instead, he found them pushing needles, thread, pots, pans, ribbons, yarn, scissors, and buttons to housewives. For two years he was a lowly peddler, hauling pounds of sundries door-to-door to eke out a marginal living. When a married sister in San Francisco offered to pay his way West, he jumped at the opportunity, taking with him bolts of canvas he hoped to sell for tenting.

It was the wrong kind of canvas for that purpose, but while talking with a miner down from the mother lode, he learned that pants—sturdy pants that would stand up to the rigors of the diggings-were almost impossible to nnd. Opportunity beckoned. On the spot, Strauss measured the man’s girth and inseam with a piece of string and, for six dollars in gold dust, had them tailored into a pair of stiff but rugged pants. The miner was delighted with the result, word got around about “those pants of Levi’s,” and Strauss was in business. The company has been in business ever since.

When Strauss ran out of canvas, he wrote his two brothers to send more. He received instead a tough, brown cotton cloth made in Nîmes, France—called serge de Nîmes and swiftly shortened to “denim” (the word “jeans” derives from Gênes, the French word for Genoa, where a similar cloth was produced). Almost from the first, Stauss had his cloth dyed the distinctive indigo that gave blue jeans their name, hut it was not until the 1870’s that he added the copper rivets which have long since become a company trademark. The rivets were the idea of a Virginia City, Nevada, tailor, Jacob W. Davis, who added them to pacify a mean-tempered miner called Alkali Ike. Alkali, the story goes, complained that the pockets of his jeans always tore when he stuffed them with ore samples and demanded that Davis do something about it. As a kind of joke, Davis took the pants to a blacksmith and had the pockets riveted; once again, the idea worked so well that word got around; in 1873 Strauss appropriated and patented the gimmick—and hired Davis as a regional manager.

By this time, Strauss had taken both his brothers and two brothers-in-law into the company and was ready for his third San Francisco store. Over the ensuing years the company prospered locally, and by the time of his death in 1902, Strauss had become a man of prominence in California. For three decades thereafter the business remained profitable though small, with sales largely confined to the working people of the West—cowboys, lumberjacks, railroad workers, and the like. Levi’s jeans were first introduced to the East, apparently, during the dude-ranch craze of the 1930’s, when vacationing Easterners returned and spread the word about the wonderful pants with rivets. Another boost came in World War II, when blue jeans were declared an essential commodity and were sold only to people engaged in defense work. From a company with fifteen salespeople, two plants, and almost no business east of the Mississippi in 1946, the organization grew in thirty years to include a sales force of more than twenty-two thousand, with fifty plants and offices in thirty-five countries. Each year, more than 250,000,000 items of Levi’s clothing are sold—including more than 83,000,000 pairs of riveted blue jeans. They have become, through marketing, word of mouth, and demonstrable reliability, the common pants of America. They can be purchased pre-washed, pre-faded, and pre-shrunk for the suitably proletarian look. They adapt themselves to any sort of idiosyncratic use; women slit them at the inseams and convert them into long skirts, men chop them off above the knees and turn them into something to be worn while challenging the surf. Decorations and ornamentations abound.

The pants have become a tradition, and along the way have acquired a history of their own—so much so that the company has opened a museum in San Francisco. There was, for example, the turn-of-the-ccntury trainman who replaced a faulty coupling with a pair of jeans; the Wyoming man who used his jeans as a towrope to haul his car out of a ditch; the Calif ornian who found several pairs in an abandoned mine, wore them, then discovered they were sixty-three years old and still as good as new and turned them over to the Smithsonian as a tribute to their toughness. And then there is the particularly terrifying story of the careless construction worker who dangled fifty-two stories above the street until rescued, his sole support the Levi’s belt loop through which his rope was hooked.

Levi Strauss & Co. began selling its products nationally for the first time in the 1950s. Easterners and Midwesterners finally got the chance to wear real Levi’s® jeans, as opposed to the products made by other manufacturers over the years. This led to many changes, within the company and on the products.

Zippers was used in the classic waist overalls for the first time in 1954. This was in response to complaints from non-Westerners who didn’t like the button fly (the jeans they were used to wearing had zippers). We received similar comments from men who had grown up using a button fly, saying rather rude things about finding a zipper where buttons should be. We did offer both products all over the country, but making changes to people’s favorite pants is always a risk.

Some things took longer to change. One of them was the attitude that denim clothing was appropriate only for hard, physical labor. This was dramatically demonstrated to LS&CO. in 1951. Singer Bing Crosby was very fond of Levi’s® jeans and was wearing his favorite pair while on a hunting trip to Canada with a friend in that year. The men tried to check into a Vancouver hotel, but because they were wearing denim, the desk clerk would not give them a room; apparently denim-clad visitors were not considered high-class enough for this hotel. Because the men were wearing Levi’s® jeans, the clerk did not even bother to look past their clothing to see that he was turning away America’s most beloved singer (luckily for Bing, he was finally recognized by the bellhop).

Levi Strauss & Co. heard about this, and created a denim tuxedo jacket for Bing, which we presented to him at a celebration in Elko, Nevada, where Bing was honorary mayor. Interestingly, the day set aside for this special presentation was called “Blue Serge Day” not “Levi’s Day” or “Blue Denim Day.” Was the word “denim” not sophisticated enough for the organizers of the event (who were not from Levi Strauss & Co.)? I don’t think we’ll ever know the answer to this.

Until the 1950s we referred to the famous copper riveted pants as “overalls;” when you went into a small clothing store and asked for a pair of overalls, you were given a pair of Levi’s®. However, after World War II our customer base changed dramatically, as referred to earlier: from working adult men, to leisure-loving teenage boys and their older college-age brothers. These guys called the product “jeans” - and by 1960 LS&CO. decided that it was time to adopt the name, since these new, young consumers had adopted our products.

Now how did the word “jeans” come to mean pants made out of denim? There are two schools of thought on this one. The word might be a derivation of “Genoese,” meaning the type of pants worn by sailors from Genoa, Italy. There is another explanation: jean and denim fabrics were both used for workwear for many decades, and “jeans pants” was a common term for an article of clothing made from jean fabric; Levi Strauss himself imported “jeans pants” from the Eastern part of the United States to sell in California. When the popularity of jean gave way to the even greater popularity of denim for workwear, the word “jeans” seemed to get stuck with the denim version of these pants.

Certainly the word jeans has been used to describe any type of pant made out of denim, and not just the riveted, indestructible, working-man’s pants originated by Levi Strauss & Co. in 1873. We even called some lightweight denim Western Wear pants in the 1940s “jeans.” But until America’s youth decided what jeans meant to them, we stuck with the classic moniker “overalls.”

Today “those pants of Levi’s” have gone across the seas—although the company has learned that marketing abroad is an arcane art. The conservative-dress jeans favored in northern Prance do not move on the Côte d’Azur; Sta-Prest sells well in Switzerland but dies in Scandinavia; button fronts are popular in France, zippers in Britain.

Though Levi Strauss & Co. has since become Levi Strauss International, with all that the corporate name implies, it still retains a suitably fond regard for its beginnings. Through what it calls its “Western Image Program,” employing Western magazine advertisements, local radio and television, and the promotion of rodeos, the company still pursues the working people of the West who first inspired Levi Strauss to make pants to fit the world.

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