The Story Behind Levi Jeans May 20, 1873 is considered the birthday of blue jeans. That’s the day that Levi Strauss and David Jacobs co-patented the process of using rivets to reinforce the pockets of pants for strength. Although denim material had been around since the seventeenth century, it had never before been used to make what were then called waist overalls. Levi Strauss was a man of vision and sound business sense. He had worked in his brothers mercantile business in New York, and when the California Gold Rush began to heat up, he decided that a good business could be created selling dry goods to the miners, who were in dire need of supplies. Upon discovering that pants were not strong enough to hold up under the miners strenuous use, he began making pants from canvas. He soon switched to a twilled cotton cloth, that became known as denim. About the same time, one of his customers, a tailor named David Jacobs, came up with the idea of reinforcing the pockets with rivets. The miners found that the first thing to wear out on their new pants were the pockets, which ripped apart at the seams. Jacobs found out his idea worked but he had no money to patent it. Back then, it cost $68 for a patent so Jacobs wrote to Levi Strauss and suggested they join forces, with Strauss paying for the patent. The riveted pockets were a big success and everybody was buying what were the first Leviâ„¢ jeans. Within a few years, lot numbers were added to the jeans, and these became the first Levi 501s, with the original design of a button front and rivet-reinforcements on the pockets. In 1886, the two horse logo was used for the first time and in 1936 the red tab was added to the back pocket. That was so that Levis could be recognized from far away. The patent for the riveted pockets expired in 1890, and other jean makers began using it as well. But by then Levis were well-established as the original blue jean. The two-horse logo and the red tab remain Levi Strauss trademarks to this day. The denim for the new Levis came from the Amoskeag Mill in Manchester, New Hampshire, which was well-known for the excellence of their product. David Jacobs was in charge of production at Leviâ„¢ two San Francisco factories. During all of this time, larger locations for the Levi Strauss headquarters were continually needed. Levi started out at 90 Sacramento St, then moved to 62 Sacramento, then to 63 & 65 Sacramento, then to 317 & 317 Sacramento, and then to 14-16 Battery St. The headquarters remained at its Battery Street location for forty years, until it was destroyed in the huge San Francisco fire of 1906. Levi Strauss left a small fortune to his family and many charitable organizations. The business remained in the family and to this day makes the original Levi 501 jeans along with many other lines.
































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