[WORLDKINGS] Top 100 companies over 100- years and still in business – P81 - Levi Strauss & Co.(United States): 147 years of history of the World’s most famous jeans brand (1873)

13-10-2020

(WorldKings.org) Levi Strauss & Co., world’s largest maker of pants, noted especially for its blue denim jeans called Levi’s (registered trademark). Its other products include tailored slacks, jackets, hats, shirts, skirts, and belts, and it licenses the manufacture of novelty items. The company is headquartered in San Francisco.

 

 

The company traces its origin to Levi Strauss (1829–1902), a Bavarian immigrant who arrived in San Francisco in 1850 during the Gold Rush, bringing dry goods for sale to miners. Hearing of the miners’ need for durable pants, Strauss hired a tailor to make garments out of tent canvas. Later, denim was substituted, and copper riveting was added to pocket seams. A merchandising partnership of Strauss and his two brothers, Jonas and Louis, was formed in 1853.

 

 

The company’s most spectacular growth occurred after 1946, when  Strauss family decided to abandon wholesaling and concentrate on manufacturing clothing under its own label. By the 1960s, Levi’s and other jeans—once worn chiefly by American cowboys—had become popular worldwide. When the company went public in 1971, it was operating in 50 countries.

 

 

In 1985 the Haas family, along with other descendants of Levi Strauss, staged a leveraged buyout that returned the company to private ownership. In 1986 Levi Strauss & Co. introduced in the United States a new line of casual pants called Dockers; the brand was released in Europe in 1994.

During the 1980s, because of increasing competition and financial difficulties, Levi Strauss closed nearly 60 of its U.S. manufacturing plants and began shifting production overseas. However, in the following decade, some production of Levi Strauss items returned to the United States.

 

 

In 1996 Levi’s Vintage Clothing (LVC)—a line of reproductions of clothing items from the Levi Strauss Archives—was introduced worldwide. The company later launched (2003) the Signature by Levi Strauss & Co. brand, a more affordable line of jeans and casual wear.

 

 

Today, Levi Strauss & Co. is a worldwide corporation organized into three geographic divisions: Levi Strauss Americas (LSA), headquartered in San Francisco; Levi Strauss Europe (LSE), based in Brussels; and Levi Strauss Asia Pacific, Middle East and Africa (LSAMA), based in Singapore. The company employs a staff of approximately 16,000 people worldwide.

According to en.wikipedia and britannica.com


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