Levi Strauss & Co. ( LEE-vy STROWSS) is an American clothing company known worldwide for its Levi's ( LEE-vyze) brand of denim jeans. It was founded in May 1853 when German-Jewish immigrant Levi Strauss moved from New York City, New York, to San Francisco, California, to open a West Coast branch of his brothers' New York dry goods business. Although the corporation is registered in Delaware, the company's corporate headquarters is located in Levi's Plaza in San Francisco.
History
Origin and formation (1853–1890s)
In 1858, the company was listed as Strauss, Levi (David Stern & Lewis Strauss) importers clothing, etc. 63 & 65 Sacramento St. (today, on the current grounds of the 353 Sacramento Street Lobby) in the San Francisco Directory with Strauss serving as its sales manager and his brother-in-law, David Stern, as its manager. Jacob Davis, a Latvian-Jewish immigrant, was a Reno, Nevada tailor who frequently purchased bolts of denim cloth from Levi Strauss & Co.'s wholesale house. After one of Davis's customers kept purchasing cloth to reinforce torn pants, he thought of using copper rivets to reinforce points of strain, such as on pocket corners and the base of the button fly. Davis lacked sufficient funds to obtain a patent, so he wrote to Strauss proposing a business partnership. After Strauss accepted Davis's offer, the two men received U.S. patent 139,121 from the United States Patent and Trademark Office on May 20, 1873. The copper rivet was incorporated into the company's jean design and advertisements. In 1890, the rivet patent entered the public domain; the same year, lot numbers were assigned to company products, and "501" was used to designate the famous copper-riveted waist overalls. The company lost its records in the 1906 earthquake and there is no information on why that number was chosen. There are urban legends claiming that the first pair of Levi's jeans were made of hemp, despite being made from cotton by the Amoskeag Manufacturing Company. This misinformation was likely spread in the 20th century by cannabis rights activist Jack Herer.
Growth in popularity (1910s–1960s)
Modern jeans began to appear in the 1920s, but sales were largely confined to the working people of the western US, such as cowboys, lumberjacks, and railroad workers. Levi's jeans were first introduced to the East during the dude ranch craze of the 1930s, when vacationing Easterners returned home with tales (and usually examples) of the hard-wearing riveted denim pants. Another boost came in World War II when blue jeans were declared an essential commodity and sold only to people engaged in defense work. Between the 1950s and 1980s, Levi's jeans became popular among a wide range of youth subcultures, including greasers, mods, rockers, and hippies. Levi's popular shrink-to-fit 501s were sold as labeled, sized as manufactured, and had substantial shrinkage upon laundering. Although popular lore (abetted by company marketing) holds that the original design remains unaltered, the crotch rivet, watch pocket rivets, and waist cinch were removed during World War II to conform with War Production Board metal conservation rules and only the watch pocket rivets restored after. Additionally, the back pocket rivets, which had been covered in denim since 1937 to prevent scratching furniture, were removed in the 1950s (and replaced by bar tacks) as they eventually wore through and caused the problem anyway.
Blue jeans era (1960s–1980s)
From the early 1960s through the mid-1970s, Levi Strauss experienced significant business growth as the casual look of the 1960s and 1970s ushered in the "blue jeans craze". Levi's, under the leadership of Walter Haas, Peter Haas Sr., Paul Glasco, and George P. Simpkins Sr., expanded the firm's clothing line by adding new fashions and models, such as "stone-washed" jeans through the acquisition of Great Western Garment Co. (GWG), a Canadian clothing manufacturer, a technique still in use by Levi Strauss. Simpkins is credited with the company's record-paced expansion of its manufacturing capacity from 16 plants to more than 63 in the US – and 23 overseas – from 1964 to 1974. In the 1980s, the company closed approximately 60 manufacturing plants because of financial difficulties and strong competition. The Dockers brand, launched in 1986 and sold primarily through department store chains, helped the company grow through the mid-1990s, as denim sales began to wane. Dockers were introduced into Europe in 1996 and led by CEO Jorge Bardina. Levi Strauss attempted to sell the Dockers division in 2004 to relieve part of the company's $2.6 billion outstanding debt. In February 2026, the company sold Dockers to brand management firm Authentic Brands Group for $311 million.
Brand competition (1990s)
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