Levi's® Vintage Clothing
Mention the brand LS&CO and few will have any idea what it means. But say the word Levi's and everyone understands. All over the world Levi's is synonymous with quality clothing, especially denim jeans. The story of the Levi`s vintage brand stretches back to 1853 when Levi Strauss, a German immigrant living in New York, decided to open a West Coast branch of his brother's dry goods store in California. At the time the gold rush there was in full swing and Strauss reckoned he could sell his merchandise to prospectors, including the rough canvas material that miners used as tents. As it turned out, what they really needed was hard-wearing work trousers. Spotting a potential business opportunity, Strauss made the canvas into waist-high overalls that proved an immediate success. He eventually joined forces with tailor Jacob Davis and came up with a plan to make riveted men's work trousers. Their idea was to make not only the highest quality jeans but also to launch an international brand.
In 1890 the 'two-horse' brand leather patch was introduced to lot number '501' and the famous 501 Levi's range was born. Between 1922 and 1941, the Levi's vintage design underwent a few notable changes. Belt-loops were added, to be followed by the application of the red Levi's tab. Finally, after complaints from cowhands about the scorching effects of kneeling round a camp fire, rivets were removed from the crotch of the jeans.
The following decade witnessed the introduction of a more tapered leg, zips and a colour variation: the lighter shades of blue marked Levi's entry into the sportswear business. The success was phenomenal. In fact, during World War II the US government went so far as to declare Levi's an essential commodity and restricted sales to defence workers.
Levis's popularity with movie stars such as John Wayne and James Dean only added to the craze and their street credibility soared. Over the years designs may have altered, but Levi's remains the latest word not only in men's vintage clothing but for women too.