Columbus used a kind of sailcloth which was coarse and tough when he found the new continent. This kind of sailcloth was produced in a small town called NIMES in France. So, this kind of sailcloth was named of Serge De Nimes in French which was called Denim for short. It is the cloth of jeans.

In 1850, miners didn’t have tough trousers until Levi Strauss came to San Francisco to sell his clothes including Denim. Strauss made trousers of the Denim helping miners protect their knees. Therefore, miners called this kind of trousers Levi’s.

In 1873, a man named Jacob Davis suggested Strauss to put copper nails on the corner of the pocket to improve the appearance and make the trousers tough. Strauss accepted the suggestion.

In 1887, Levi’s was famous for the durability. Strauss began to put the logo of double horses on the trousers. It means the trousers are so tough that two horses can not tear them. At the same time, he used double curves stitch. The both logos have been the symbol of Levi’s. Whenever people see these two logos, they can easily tell the trousers are Levi’s.
In 1996, Robert Haas who was the descendent of Levi Strauss was the leader of Levi’s. This MBA graduated from Harvard made a strategy of being a global clothes producer. As a result, Levi’s has been a famous producer not only in America, but also in the world.

Now there are many brands of jeans such as G-Star, Lee, E/sprit and so on. So, it is important to have its own character for Levi’s. It has already formed a particular style. It is modest but fashionable, and durable as hundreds years ago. As a result, Levi’s is representative in the field of jeans and popular with people.