Levis Jeans, made from a fabric called denim or dungaree in India, originated in Florida, USA in 1873 when Mr. Jacob Davis came up with an idea to use copper rivets at points of strain on trousers to strengthen them. Having few finances at the time, he contacted his dry goods dealer, Mr. Levi Strauss of M/s. Levi Strauss & Co. and together, obtained the USA patent design registration. There, on the original Blue Jeans as it was known was marketed with the brand name as Levis Jeans.
The brand Levis Jeans began sales growth and encountered many competitors of cheaper brands from overseas that had caused the company to close down most of their offshore branches and even sever ties with foreign subcontractors. They had even fought many cases in the court of Law for imitations and misusage of the brand name, Levis Jeans.
The product was initially sold to cowboys, lumberjacks, and railroad workers. However, it got a boost with the gold miners during the California Gold Rush which was at its peak in 1849. Levis Jeans turned to be a product purchased by vacationing Easterners with tales of the hard wearing pants with rivets. Levis Jeans became famous with the youth that include Hippies, Greasers, Rockers, and Skin Heads
Levis Jeans designer wear came up with many designs and styles across the world, however, the most contemporary and best selling product is that of their shrink to fit design, a product measured with an unique sizing arrangement that referred to the product prior to shrinking.
Levis Jeans was marketed through many advertising campaigns, the best of which was the usage of old recordings of television commercials. By strong marketing tactics,Levis Jeans and their subsidiary products are still going strong today and are priced at affordable prices. The product is manufactured out of USA, at various locations, however, with the seal of quality control as Made in USA. The company is owned and maintained by the descendents of the Strauss family with its headquarters in San Francisco, California, USA. Levi Strauss has several worldwide branch offices, employing over 11,000 employees.