Levi Strauss Company

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.After Strauss's death in 1902, leadership of the company passed to four nephews and, after 1918, to in-laws, the Haas family. The company's most spectacular growth occurred after 1946, when it 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 Western cowboys--became popular worldwide. In 1985 the Haas fami...