Levi Strauss

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When you think about it there isn't any other garment that's as widely loved or an absolute wardrobe necessity as the iconic denim jeans. Everyone you know will have a pair or at least owned one at some point in their life. It's hard to imagine a world without it because it's such as classic staple. Levi's Strauss….name ring a bell? The Godfather of denim jeans. Let's wish Strauss a Happy Birthday and remember his legacy as one of the first innovators of denim jeans.


Born on 25th February 1829 in Bavaria (Germany), Levi immigrated to New York in 1848 where he learnt the wholesales business craft from his brother. Denim first emerged in the 18th century as the cotton plantations were thriving, jeans made from cotton and dyed with indigo as they were durable. It was around the time of Strauss' arrival in New York that the Gold rush occurred in San Francisco in 1848. Miner workers desperately required new work wear that was a lot stronger and versatile.


Soo fast forward to a few years later in 1853 Strauss built his own wholesale business under the name Levi's Strauss & Co in San Francisco supplying workers clothes. May 20th 1873 marked the day Levi's patented their first pair of jeans. Jeans (actually called waist overalls back in the day) were made from denim as they were usually the fabric for men's work wear.By the 1880's Straus opened his own factory. There he created the famous 501 jeans which at the time was simply named 'XX'. It soon became an instant success and a bestseller for its comfort and durability. Levis Strauss & co had become synonymous with denim.

Even long after Levi's death in 1902, the company's detailed attention to the iconic fabric and its representation of American style kept the jeans popular to this day. In the fashion world, designers began incorporating denim within their collections ranging from a nostalgic pair of 70's flares to an embellished denim jacket. Today Levi's still holds significance and will continue to be loved for their unforgettable iconic piece. Celebrate Levi's memory by shopping the vintage collection of his work here at ROKIT!

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