Levi's are the world's biggest denim brand, find details on two of Levi's factory shops in South Africa and get great deals on an iconic
Levi Strauss & Co. (shortened to Levi’s) is one of the world’s most popular clothing brands
The privately owned company has become most famous for their signature brand of denim jeans, which are not only highly popular today among people from all walks of life, but in fact helped to revolutionize the denim industry through a series of technical and design innovations.
Today, Levi Strauss & Co. employs over sixteen thousand people worldwide, and turns over an annual revenue of around 4.6 billion dollars, making it one of the largest and most financially successful clothing producers in the world.
The company that would go on to become Levi’s was founded by Levi Strauss in 1853. A Bavarian immigrant living in San Francisco, Strauss originally moved to California to open a branch of his brother’s New York-based dry goods business on the west coast. The company originally traded in all sorts of goods, including cloth. Bolts of denim material were frequently purchased from Levi Strauss & Co. by Jacob Davis, a tailor based in Reno, Nevada.
Redefining Denim Jean Design
It was Davis who came up with the idea of using copper rivets to reinforce weak points on the denim garments he manufactured as a result of one of his customers, who often purchased additional pieces of cloth in order to repair tears.
