In these times, we are talking about undertaking me, it seems to me that it comes to tell the story of a character very little known by the general public although rare is the person who has not ever carried some garment of the brand that he founded.
In 1847 a young Löb Strauss (born in 1829) traveling overscarce chances of finding employment and 2 years after the death of his father.He had worked as a catchonero-as a Jew only had permission to exercise some professions-, with which he barely guaranteed the survival of the family which led to emigration to New York to the 2 older brothers of Löb.He inherits Buhonero's work after the death of his parent which implies walking more than 20 kilometers per day carrying a backpack of about 30kilos to barely survive.The letters of the brothers- who had mounted a store- praising the possibilities of the US and the absence of anti-Jew laws there encourages Löb- a young family head- to convince their mother and sister to march there.To achieve this, he had to submit an application in Germany that had to be approved by the authorities in addition to paying the ticket but in the receiving country, the USA, there was hardly any control over the emigrants who arrived and the German community was so numerous in New York (600a thousand) that only Berlin and Vienna had more German population.
Löb begins working for his brothers living very humbly, in a few months he nationalizes his German name for his name Hebrero: Levi.A fact was going to change his life: in 1848 it is announced that gold has been found in California and the fever is unleashed.The brothers sopesan the possibilities of that new market and end up sending Levi to try to create businesses there (although other versions say it was his idea).Again another very hard trip: it does it through Panama (ship there, journey by land and boat from the Pacific side to San Francisco).Levi arrives in March 1853 when the west coast was already organized and the merchants began to earn more money with the sale of supplies than most miners since gold only enriched a few.Shortly after Levi there comes from New York Fabla.
In April 1861 the American civil war began that lasted 4 years but California barely noticed it since it was very removed from the "action".What caused the conflict was a shortage of supplies and an era of "skinny cows" that went into "fat cows" at the end of the war: the great merchants who did not belong to the south defeated took advantage of the rise of trade and manufacturing industry.Levi was one of them.
In 1872 one of its customers- Jacob Davis, a tailor- is trying to create a strong.And instead of patenting him on his own, he suggests to Levi- who assumes the cost of management- to do it together.The procedure was not easy since the patent office considered that it was not a new invention since there were already shoes for shoes.Finally get it- to the two name- on May 20, 1873.The funny thing is that Levi at that time was not even manufacturer.
There is a legend that says that when Levi Strauss arrived for the first time to California, someone told him that instead of merchandise items he should have brought pants and he got to it but the real story is that starting to consider that business took him 20 yearsin which probably his good reputation (he was very campechano with his employees and at the same time very serious with customers when fulfilling the deadlines) and his good work in business, they caused Jacob Davis to trust him.And Levi's nonconformism led him to embark on something he had not done until then: produce.They started with work monkeys but soon passed to the pants with rivets and used a kind of canvas called denim- to seem from France- that was already used in work clothes.Jacob Davis joined the Levi Strauss company.
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In 1886, the youngest son of his sister, alerted by the end of the patent that would imply the appearance of the competition, devised to create a leather label attached to the original blue pants with the company's mark: two horses.
A product designed to last as work clothes, becomes the company's star (which continues to create other garments).From 1890 the consecutive numbering for each product is added, the riveted work pants receive the number 501.Today they are manufactured, according to the company, as well as the fashions "do not affect them".
Levi retires at 61 years of daily activity leaving the business to his 4 nephews- of austere and single tastes, he lived with them, his sister and his brother-in-law in the same house- who are also his heirs.He earned a lot of money and much dedicated him to beneficial works, especially those related to Jewish organizations, as well as scholarships for students.The change of "pants to work" to "leisure clothing pants" does not reach the 1930s of the twentieth century that the "cowboy look" becomes fashionable in the EUA.They become a symbol of the "American dream", of "The Conquest of the West", are associated jeans to freedom and adventure.Unfortunately, he did not live to see him since he died in 1902.It was also fought for 4 years of the great earthquake- and posterior large fire- of San Francisco that swept the commercial neighborhood of the city including the central headquarters of the company.The nephews, instead of retiring with inheritance, rebuild everything again.
From World War II, jeans extend in Europe and the rest of the world and Levis is the brand that most identifies with that product, something that continues to happen today today.In 1993, more than 120 -year -old Texan pants found in the floor in Nevada were acquired for 36 thousand euros at an auction in 2001.Curiously Levi Strauss never used jeans.
As a great symbol of global economic change and the manufacturing decline of the USA, and although the headquarters are still in San Francisco, since 1994 no Levi Strauss pants have occurred in North American territory, they are only manufactured in Asia, South America and Eastern Europe.
