LEVI STRAUSS
1829–1902
When dry goods salesman Levi Strauss acquired a patent for using metal rivets to reinforce the pockets of work trousers, he helped create one of the world’s most iconic brands of blue denim jeans.
From Buttenheim, Germany, Levi Strauss (born Loeb Strauss) emigrated to the US at the age of 18 to join his brothers in their New York wholesale business. In 1853, in response to the Gold Rush, he moved west to San Francisco to set up a branch of the family enterprise under his own name: Levi Strauss & Co. He sold dry goods supplied by his brothers, including textiles such as denim, canvas ...
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