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ABOUT LEVIS STRAUSS & CO.

About Levi Strauss & Co.

OUR STYLE MAY BE AS FRESH AS TOMORROW, BUT WE GO WAY BACK — TO 1853.

That’s when Levi Strauss & Co. began. Later, Levi Strauss, the man, partnered with Jacob Davis to invent the blue jean. And we’ve been innovating ever since.

Levi Strauss & Co. is one of the world’s largest apparel companies and a global leader in jeans. The Levi’s® brand is just part of our story. We’re also home to Dockers® and Denizen®. We have some 500 stores, and our products are available in 110 countries around the world.

Want to learn more about us? Visit LeviStrauss.com.

OUR VALUES

EMPATHY

Walking in other people’s shoes

Empathy begins with paying close attention to the world around us. We listen and respond to the needs of our customers, employees and other stakeholders.

ORIGINALITY

Being authentic and innovative

The pioneering spirit that started in 1873 with the very first pair of blue jeans still permeates all aspects of our business. Through innovative products and practices, we break the mold.

INTEGRITY

Doing the right thing

Integrity means doing right by our employees, brands, company and society as a whole. Ethical conduct and social responsibility characterize our way of doing business.

COURAGE

Standing up for what we believe It takes courage to be great.

Courage is the willingness to tell the truth and to challenge hierarchy, accepted practice and conventional wisdom. It means standing by our convictions and acting on our beliefs.

MADE OF PROGRESS

Made of Progress

WE TAKE A LOT OF PRIDE IN OUR PRODUCTS - AND HOW WE MAKE THEM.

That’s why we commissioned a scientific life cycle assessment of a pair of Levi’s® 501® jeans. We wanted to find out the environmental impact of a pair of Levi’s® 501® jeans.

We’re also changing the way we design and make our product to help restore the planet. For example, the finishing process of our Levi’s® Water‹Less®.

And we’re aggressively pursuing ways to reduce our carbon footprint by shifting to less intensive modes of moving our product from factory to store, including rail and container ships. We’ve also reduced energy use at our stores and distribution centers through more efficient lighting and air conditioning.

THE PEOPLE WHO MAKE YOUR CLOTHES

In 1991, Levi Strauss & Co. published our Terms of Engagement, protecting the rights of the workers who make your clothes. This groundbreaking document also ensures safe, healthy and human working conditions. We’ve long been an industry leader in worker rights and continue our efforts to improve apparel workers’ lives, both in and out of the factory.

GIVING BACK IN OUR COMMUNITIES

In 1854, a year after starting his company, founder Levi Strauss donated to a local orphanage. In that spirit, our employees have been giving back to the communities where we operate for more than 150 years. Their involvement strengthens communities from San Francisco to Singapore, and their volunteer efforts help local organizations. We encourage employees to support charitable organizations with their time, talent and money by offering them paid time off to volunteer.

Social Responsibility is deeply embedded into our products, our culture and our business. Learn more at LeviStrauss.com.

HISTORY & HERITAGE

Inventing blue jeans was just the start of how Levi Strauss pioneered a brand for true originals. Around every bend of the Levi’s® story, innovation and quality is at the heart of everything we do. Here’s how we’ve made history with you…

1853 - Levi Strauss & Co.

1853
Levi Strauss & Co.

Bavarian-born Levi Strauss moves to Gold Rush era San Francisco to open a dry goods business. He sold clothes, boots and other goods to the small retail stores of the American West.

1872
The Rivets

Jacob Davis, a tailor from Reno, Nevada, teams with Levi Strauss to create and patent work wear riveted-for-strength made of brown cotton duck and true blue denim.

1872 - The Rivets
1873 - The Blue Jean is Born

1873
The Blue Jean is Born

Jacob Davis, a tailor from Reno, Nevada, teams with Levi Strauss to create riveted-for-strength workwear made of true blue denim. On May 20, 1873 the U.S. Patent and Trademark Office grants patent #139,121 to Levi Strauss & Co. and Jacob Davis for their invention. This is how the blue jean, originally called “XX,” was born.

1886
Two Horses

The Two Horse logo demonstrates the incredible strength of Levi’s® clothing. The logo is first branded onto the leather patch of the “XX” jeans in 1886 and is still used today.

1886 - Two Horses
1890 - From Double X to Five Oh One

1890
From Double X to Five Oh One

The original “XX” blue jean is given its iconic lot number 501®.

1895
Performance Gear

Levi Strauss & Co. introduces its first bicycle pants. It only takes another 116 years for us to come out with Levi’s® Commuter, a multi-functional performance product designed for the modern cyclist.

1895 - Performance Gear
1902 - A Philanthropic Spirit

1902
A Philanthropic Spirit

When Levi Strauss passes away in September, his four nephews take over the business and carry out his numerous bequests to Bay Area charities serving children and the poor.

1906
Rumble and Fire

On April 18, The San Francisco earthquake and fire destroy the headquarters and two factories of Levi Strauss & Co. Employee salaries are continued, and temporary headquarters are opened to keep employees working. A new factory is built at 250 Valencia Street.

1906 - Rumble and Fire
1908 - The Horses Go Global

1908
The Horses Go Global

The Two Horse trademark is registered in Japan and Levi’s® global reach begins in earnest with markets like Australia and South Africa soon to follow.

1909
A New Classic

This year sees the introduction of fine khaki pants and coats to LS&Co.’s line of clothing.

1909 - A New Classic
1912 - Child’s Play

1912
Child’s Play

LS&Co. introduces Koveralls for children, a one-piece denim playsuit.

1918
For the Ladies

Freedom-Alls make their appearance. This tunic/trouser outfit was designed to give women freedom of movement and release them from the restrictive clothing of the era.

1918 - For the Ladies
1928 - It’s Official

1928
It’s Official

LS&Co. registers the name Levi’s® as a trademark.

1930s
Go East Young Man

Authentic cowboys wearing Levi’s® jeans are elevated to mythic status, and Western clothing becomes synonymous with a life of freedom and independence. Easterners who wanted an authentic cowboy experience head to dude ranches out West, where they purchase their first pair of Levi’s® jeans and take them home to wow their friends – and help spread the Western influence to the rest of the country.

1930s - Go East Young Man
1934 - They Called Them “Lady Levi’s<sup>®</sup>”

1934
They Called Them “Lady Levi’s®”

The first jeans for women, Lady Levi’s® are made of pre-shrunk denim and constructed with many of the same features of the men’s 501® jeans. They owe their feminine allure to a fashionably high, nipped in waist.

1936
Red Tab

The Red Tab is first placed onto the right back pocket of the jeans and the word LEVI’S® is stitched in white in all capital letters on one side only. The red Tab was created to differentiate Levi’s® jeans from competitors.

1936 - Red Tab
1941 - Waste Not, Want Not

1941
Waste Not, Want Not

Changes are made to Levi’s® products in order to conform to rules set by the War Production Board for the conservation of raw materials. The famous Arcuate back pocket stitching is painted instead of stitched to save thread. The back waistband cinch is completely removed and, to conserve metal, so are the watch pocket rivets. This time period also represents one of global expansion for the brand, showcasing the American icon on GIs overseas.

1950s
Banned

The 1950s saw denim banned in some schools, especially in the East, for being a bad influence. The portrayal of denim-clad “juvenile delinquents” in movies and on tv led many school administrators to prohibit denim in the classroom, fearing that wearing the rebel uniform would lead students push against authority in all of its forms.

1950 - Banned
1954 - At Your Leisure

1954
At Your Leisure

The Denim Family line is launched, thanks to denim’s new appeal as a leisure fabric. And what was once only workwear crosses the line into the world of casual attire.

1960
Ahead of the Times

Levi Strauss & Co. opens its first factory in the South. Located in Blackstone, Virginia, the company insists that the facility be integrated at a time when desegregation had not yet been mandated by federal law.

1960 - Ahead of the Times
1961 - Kids These Days

1961
Kids These Days

The new, slimmer silhouettes of the 1960s inspire Slim Fits, a 5-pocket twill trouser for young men. Teenagers call them White Levi’s® because no one knows what to call blue jeans that aren’t blue.

Early 1960s
No Shrinking, Violet

We do the shrinking for you. Pre-shrunk Levi’s® jeans are introduced, relieving people of the process of a hot water denim marinade.

Early 1960s - No Shrinking, Violet
1964 - Drest to Impress

1964
Drest to Impress

Levi Strauss & Co. patents the Sta-Prest® process for creating permanent creases in fine trousers and shirts. The Sta-Prest® pants collection is re-introduced in the Levi’s® Spring 2012 Collection.

1965
International Moment

The company’s international division is created to pulls together and expands all of the company’s post-war distribution in Europe and Asia.

1965 - International Moment
1967 - Batwing

1967
Batwing

The red housemark “batwing” is designed by Walter Landor & Associates, and has, over the years, become shorthand for the Levi’s® brand itself.

1973
The Art of Denim

The company announces the Levi’s® Denim Art Contest, and invites consumers to submit photos of their decorated jeans and jackets for a special judging. The winners tour American folk art museums during 1975.

1973 - The Art of Denim
1980/1984 - Let the Games Begin

1980/1984
Let the Games Begin

Levi Strauss & Co. makes clothing for the athletes at Olympic Games in 1980 and 1984.

1984
We Get the Blues

The famous 501® Blues television advertising campaign is launched at the Los Angeles Olympic Games.

1984 - We Get the Blues
1986 - Dressing Boomer

1986
Dressing Boomer

Levi Strauss & Co. introduces the Dockers® brand, filling a niche for the baby boomer man who needs something to fill that wardrobe gap between his 501® jeans and his business suit.

1989
Looking to The Future, With An Eye to the Past

The company’s 150+ year history is captured in the Levi Strauss & Co. Archives, located at headquarters in San Francisco.

1989 - Looking to The Future, With An Eye to the Past
1991 - Terms of Engagement

1991
Terms of Engagement

Levi Strauss & Co. creates the first comprehensive set of standards for contractors and worldwide, called Terms of Engagement, to help promote fair labor standards and workers’ rights.

1996
Retro Chic

The history of Levi’s® is kept alive through the launch of Levi’s® Vintage Clothing, a line that faithfully reproduces the fits, fabrics and characteristics of historic Levi’s® garments.

1996 - Retro Chic

1999
Fashion Item of the Century

Time magazine names the 501® jean the Fashion Item of the Century. In the same year, the 501® jean is reverse engineered and Engineered Jeans are launched worldwide.

2010 - The Shape of Things

2010
The Shape of Things

Levi’s® Curve ID jeans for women are introduced. Using a revolutionary fit system based on shape, Curve ID was created as a result of studying more than 60,000 body scans and listening to women around the world of all shapes and sizes.

2011
Levi’s® Water‹Less®

The average pair of jeans uses 42 liters of water in the finishing process. The Levi’s® Water‹Less® collection reduces the water consumption by up to 96%. It's intersection of style and sustainability.

2011 - Levi’s® Water‹Less®
2011 - Born to Bike

2011
Born to Bike

Urban cyclists across the country adopted jeans as a part of their commuting uniform. d Inspired by the trend, Levi’s® invents the Commuter line – a multi-functional performance product designed for cyclists all over the world.