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Levi Strauss & Co. (/ ˈ l iː v aɪ ˈ s t r aʊ s / LEE-vy STROWSS) is an American clothing company known worldwide for its Levi's (/ ˈ l iː v aɪ z / LEE-vyze) brand of denim jeans.It was founded in May 1853 [2] when German-Jewish immigrant Levi Strauss moved from Buttenheim, Bavaria, to San Francisco, California, to open a West Coast branch of his brothers' New York dry goods business.
He also wears a large, dark brown cowboy hat emblazoned with the logo for the 49ers and dark brown boots. His jeans are held up by suspenders, and in 2014 he was outfitted with a new pair of Levi's jeans after 60 years of wearing a non-branded pair, with promotional images of his entering Levi's Taylor Shop and watching his custom pair be produced.
Koracorp was later bought by Levi Strauss & Co. in 1979. Riding on the cowboy craze of the late 1970s, "Resistol put its factories on 24-hour shifts, and its business doubled in three years. But booms do have a tendency to go bust, and by 1982, the cowboy hat had become last year's Nehru jacket," according to Applebome. [2]
Levi's first posted about the potential partnership Sep. 23 when the account posted a drawing of a woman riding a horse and wearing a cowboy hat. The company tagged Beyoncé in the post with a ...
The original Levi's jeans were soon followed by other makers including Wrangler jeans [20] and Lee Cooper. These were frequently accessorised with kippy belts featuring metal conchos and large belt buckles. Leather chaps were often worn to protect the cowboy's legs from cactus spines and prevent the fabric from wearing out. [21]
Levi Strauss (/ ˈ l iː v aɪ ˈ s t r aʊ s / LEE-vy STROWSS; born Löb Strauß, German: [løːp ˈʃtʁaʊs]; February 26, 1829 – September 26, 1902) was a German-born American businessman who founded the first company to manufacture blue jeans. His firm of Levi Strauss & Co. (Levi's) began in 1853 in San Francisco, California. [1] [2]
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