Levi Strauss & Co.

Levi Strauss & Co. extract from Britannica Online.

Leading U.S. manufacturer of casual and active clothing, noted especially for its blue denim jeans. The company traces its origin to Levi Strauss (1829–1902), a Bavarian immigrant who sold dry goods to miners during the California gold rush. Hearing of the miners' need for durable pants, he hired a tailor to make garments out of tent canvas, later substituting denim. In 1873 he and an associate received a patent for the copper riveting they used to strengthen their pants. The company's most spectacular growth occurred after 1946, with the decision to concentrate wholly on manufacturing clothing under its own label. In 1959 it began exporting, and during the 1960s Levi jeans became enormously popular worldwide. The company went public in 1971 and was returned to private control (by Strauss's descendants) in 1985.

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