In the era of online shopping, enticing discounts and fleeting loyalty, it is hardly surprising to see consumers jump ship. So, when it comes to apparels, what stops me? To begin with, few brands enjoy such iconic status, riveting history and cultural heritage as Levi’s – the brand that gave the world its first blue jeans. Not only did Levi’s epitomise classic American style, it managed to remain formidable for 167 years! In fact, Anheuser-Busch (started in 1852) is the only renowned US brand that has been around longer than Levi’s.
My association with Levi’s dates back to the time when I was in high school. As I began gaining power to influence our family buying, Levi’s was a natural choice when it came to choosing my own jeans. After all, it was ‘The Original Leader in Denim’. The brand was rooted in authenticity and originality. As a young teen, I adored that. Their retail stores imbibed that. Perfect fit, lasting comfort and positive brand perception were the pillars of our association. I vividly remember having a couple of favourites which were supremely comfy. When these turned old, I started wearing them at home. Literally, ”Live-in-Levi’s” as they say!
I had a new fascination in college. It was a plain black full sleeve Levi’s T-shirt which I loved wearing. After 5 years of use, it got worn out. However, I couldn’t put up the courage to discard it. Till date, it lies safe in my wardrobe as a memorabilia.
Today, Levi’s product portfolio has expanded to hoodies, jackets, pullovers, Tee-shirts & accessories. I have been an advocate of all these. Time and again, the brand has caught the eye of customers through product innovations (such as Levi’s Wasteless Jeans which turned plastic into fashion). The Batwing logo and Arcuate back-pocket stitching are symbolic of the Levi’s youthful feel. The metal rivets on the side-pockets make the fabric last longer. How they arrived there is a different story altogether and part of popular American culture.
The Blue Jeans : Origin
Levi’s origin tale is no less than a movie plot. Its roots date back to 1853 when Levi Strauss, a dry goods merchant, emigrated from Bavaria (Germany) to San Francisco (USA) to open a West Coast branch for his brothers’ wholesale dry goods business. Jacob Davis, a tailor who sourced goods from Levi, was approached by a local worker’s wife to make sturdy pants for her spouse that wouldn’t fall apart. Thus, Davis came up with the revolutionary idea of hammering metal rivets at points of strain to increase durability. The idea was a hit among the workers. In need of funds for the patent, Davis approached Levi Strauss for partnership. A patent in copper-riveted waist overalls was received in 1873 and thus the popular blue denim jeans were born!
Two-Horse Logo Metal Rivets
The jeans became a social phenomenon, a symbol of youth, self-expression and ruggedness. As the patent was to expire in 17 years, Levi Strauss & Co had to come up with innovative ideas for brand recall. The logo of two horses pulling together in opposite direction was created to portray the strength of these jeans. The documents revealing the evolution of the original blue jeans were all destroyed in the San Francisco Earthquake of 1906 & subsequent fires. The entire HQ got wrecked and only a few ledgers that were thrown into a vault by fleeing employees survived. As players imitating the brand increased in the 1930s, the company needed a new differentiator. It was then that the tiny Red Tab at the back was born.
Till date, the Red Tab remains an integral part of Levi’s. Standing for quality and craftsmanship, the label has remained true to its origin.
Thanks so much the information.