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Levi Strauss & Co.: Roots in the Rush

Levi Strauss & Co.: Roots in the Rush. By Sasha Block. Objective. By the end of this presentation, the student to be able to list several reasons why the invention of blue jeans was important during the Gold Rush. Beginnings.

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Levi Strauss & Co.: Roots in the Rush

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  1. Levi Strauss & Co.: Roots in the Rush By Sasha Block

  2. Objective • By the end of this presentation, the student to be able to list several reasons why the invention of blue jeans was important during the Gold Rush.

  3. Beginnings • Levi Strauss was born in Buttenheim, Bavaria in February of 1829. • He was named Loeb at birth. • He had three older half-brothers, two older half-sisters, and one older sister. • Around the time he was eighteen, he immigrated to New York with his mother and two of his sisters. • He became a business partner with two of his older brothers, Jonas and Louis, in New York.

  4. The Gold Rush • 1848- Gold was discovered outside of Sacramento, California and the first “gold rush” broke out. • Tens of thousands of people moved to the area of San Francisco within a few years. • 1853- Levi moved to become more prosperous, but not from gold. • He set up a business much like the one his family owned in New York, he intended to make money from selling goods, cloth, sewing materials, and ready-made clothes.

  5. Building the Business • Strauss set up his first shop on Sacramento Street and named his business, “Levi Strauss”. He smartly located his business near the waterfront to easily receive goods from his brother Jonas in NY. • He moved his business around Sacramento Street several times, and eventually renamed the business, “Levi Strauss & Co.” when his sisters husband, David Stern became associated with the business • Eventually, he needed more and more space, so he moved his business closer inside the city to Battery Street where it still is today.

  6. A Letter from Nevada • 1872- Levi receives a letter from Jacob Davis, a tailor from Nevada asking Levi to become his business partner. • Davis presented Strauss with his idea for workpants, he placed copper rivets on common stress-points, like the pockets and zipper, for durability. • Strauss was enthusiastic and patented the idea before sales began. • Jacob Davis moved to San Francisco to be Strauss’s business partner. • They sold their first pair of denim “waist overalls” almost immediately.

  7. Company Trademarks • 1873- Levi Strauss & Company begins using the pocket stitch design, two rows of v-shaped orange stitching on the back pockets. • 1886- The two-horse brand design, located on near the belt-loop on the back, was first used. • 1936- The red “Levi’s” tab, attached to the back left pocket, was added to jeans in order to identify Levi’s jeans from a distance.

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