Levi Strauss & Co. is the world’s biggest trousers manufacturer, best known for its Levi’s blue denim jeans (registered trademark). Tailor-made slacks, coats, caps, tops, dresses, and belts are among its other brands, and it also licences the production of novelty pieces. San Francisco is the company’s headquarters.
Levi Strauss (1829–1902), a Bavarian immigrant who arrived in San Francisco in 1850 during the Gold Rush and sold dry goods to miners, established the firm. Strauss hired a tailor to produce clothes out of tent canvas after learning of the miners’ need for waterproof trousers. After, denim was used instead, and pocket seams were reinforced with copper rivets.


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