- Brands A-Z
Check Out Our Book!
"This book should probably be a must, not only for anyone interested in American culture, but also interested in both vintage and modern clothing, because so much of it has its origin in the USA." - Ina of "Good Rockin' Baby"
"From now on your A-Z will be my primary source of information of American classics! God save American vintage and its great ambassador!" - Miina Karske of Gloria Magazine, Finland
Levi Strauss and Company was founded in 1853 by Bavarian immigrant Levi Strauss, who moved to San Francisco to expand his brothers’ dry goods business which was based in New York. A Nevada tailor named Jacob Davis was one of Levi’s best customers who purchased fabric to make pants for workers. Davis introduced the idea to reinforce parts of the pants with copper rivets. By adding this element to the jeans, Levi’s were born.
Today, the copper rivet is one of the most-identifiable markings on Levi’s jeans. From 1937 to 1966, Levi’s jeans included “hidden rivets” which were concealed by fabric sewn over the top, making the rivets invisible from the outside of the jeans, but seen on the inside. Levi’s later replaced “hidden rivets with a “bar tack” or “latch” on each of the upper back pocket corners.
Levi’s gained popularity in the 1920s & 30s as durable pants for workers. During World War II, the jeans were seen as an essential element of the attire for defense workers. In the 1950s, Levi’s made their way into popular culture, as the counter-culture youth incorporated them into their daily wear. This trend of wearing jeans every day and in every situation continues today.
|
300 kr
|
300 kr
|
