Story
The founder of the company and brand, Löb Strauß, was born into a poor Jewish family in Bavaria (now Bavaria is part of Germany) in 1829. His father died of tuberculosis in 1845, and two years later his mother decided to move to the United States, since at that time Jews in Bavaria had very limited rights. In the USA, Loeb Strauss changed his first and last name to Levi Strauss (read: Levi Strauss).
Initially, Levi Strauss was engaged in the sale of tools and various dry goods in New York. In 1853, he moved to California, which was experiencing a gold rush at the time. Strauss himself did not intend to engage in gold mining; he planned to sell clothes and various small items for the prospectors and adventurers with whom California was then crowded. In March 1853, Strauss arrived in San Francisco.
On the Internet you can find wonderful fables that already in 1853, Levi Strauss almost sewed the first jeans with his own hands. In general, after looking at many Russian articles on the history of Levi’s, I was very surprised by the abundance of discrepancies. When I went to the company’s official website for clarification, I was even more surprised. Information on the RuNet about Levi’s is in many ways very inaccurate. In the remainder of this post, I use information primarily from the Levi Strauss & Co. corporate website.
So, in 1853, in San Francisco, Levi Strauss founded his first store and company, Levi Strauss (without “& Co.”). He did not yet produce any jeans, but was engaged in the wholesale sale of clothing and various haberdashery goods. In 1856, David Stern, the husband of one of his sisters, joined Levi Strauss's enterprise. In 1863, Levi Strauss was renamed Levi Strauss & Co. By that time, Levi Strauss had already become a prominent businessman in San Francisco; he also took an active part in the social and cultural life of the city.
In 1872, Strauss received a letter from Jacob Davis, an emigrant from Riga, then part of the Russian Empire. Davis wrote that he came up with a unique way of attaching pockets to trousers - using copper rivets. He had already sold a lot of these trousers to his clients and was going to patent his invention, but to register a patent he needed to have 68 dollars - a lot of money at that time.
Jacob Davis decided to turn to Levi Strauss for help. Already in 1873, a corresponding patent was received. It was registered to Levi Strauss and Jacob Davis. In the same year, production of new trousers began; Jacob Davis took over production leadership.
It is worth noting, by the way, that in the 1870s production was rather artisanal; the first factory opened only in the early 1880s. In general, the exact dates of many events in the history of Levi’s at that time, alas, are unknown, since a huge number of documents from Levi Strauss & Co were burned during the 1906 earthquake, which was accompanied by numerous fires.
It must also be said that in the 1870s, jeans were not yet called jeans. Back then the name “waist overalls” was used. These trousers were made from both brown canvas and blue denim - fabric originally supplied from the French town of Nîmes (hence the name: the French “de Nim” means “from Nîmes”). However, Levi's pants were never made from denim from Nîmes. For their production, denim was purchased from the Manchester company Amoskeag Manufacturing Company. And not from the English city of Manchester, but from the American city, which is located in the state of New Hampshire. This company has been producing denim since the mid-1860s.
Somewhat later, the company - in the 1880s - Levi Strauss & Co. began producing other clothing made from denim - in particular, jackets. In addition, the production of shirts began (but not from jeans, but from cotton).
In 1886, the Levi Strauss & Co. label was developed. (see photo below), still in use today. On the label you can see two horses stretching jeans. The jeans, as you can see, do not tear. A kind of prerequisite for the development of this label was a real-life incident: one driver connected one carriage (uncoupled due to an accident) to another using a pair of jeans, and after that he safely reached the next station.
In 1890, the classic Levi's 501 jeans model was launched into production. However, it acquired a more or less modern look only in the 1920s: the birth of jeans in the form in which we know them dates back to this period. Number 501, by the way, was simply the number of the fabric that was used to sew these jeans. It is worth noting that initially Levi’s 501 did not have the usual belt loops: they were supposed to be worn with suspenders. Levi's 501 jeans have become truly classic; They are still produced today in a large number of different colors and are widely popular.
In 1902, Levi Strauss died, and his nephews began to manage the company. The company continued its growth; new factories were opened. The range of clothing has increased noticeably. Denim trousers were becoming increasingly popular among American workers; in 1911 by Levi Strauss & Co. stopped producing canvas trousers, transferring all its production capacity to the production of denim trousers.
During World War II, the production of jeans was almost stopped due to the massive purchase of raw materials (fabrics and other accessories necessary for jeans) for military needs. However, it must be said that it was in the 1940s that Europeans first saw jeans worn by American military personnel.
By the 1950s, jeans were no longer so associated with work clothes, and young people began to pay special attention to them. An important milestone in the history of jeans came in 1954, when Levi's jeans appeared with a zipper (previously only metal bolts were used). In addition, it was in the 1950s that the well-known name “jeans” appeared. Levi Strauss & Co. began calling its denim pants by this name in 1960.
The 1960s were marked by an extraordinary increase in the popularity of jeans among American and English teenagers. Already in 1958, one of the American newspapers wrote that about 90% of American teenagers regularly wear jeans. The 1960s and 1970s saw a truly explosive growth in demand for jeans, and, as a result, this period is considered one of the brightest and most favorable in the history of Levi’s.
In the 1990s, a clear decline had already begun: in that one decade, Levi's share of the denim market was halved. In the 2000s, however, Levi's gradually made up for lost ground. Fans of Levi's clothing (including the famous jeans) are Sting, Madonna, John Travolta and even Barack Obama; Levi's jeans were regularly worn by Bing Crosby, Marilyn Monroe and Steve Jobs.
Today, Levi's clothing is sold in approximately 110 countries around the world. It is interesting that Levi Strauss & Co is still managed by the descendants of Levi Strauss - in fact, it is still a family business, albeit one that has grown to gigantic proportions.
Range
You can find almost any casual clothing at Levi's. The predominant styles are sporty casual and strict casual. You can wear classic Levi's jeans (501, for example) to work if there is no strict dress code. The same is true for boots, sweaters, pullovers, shirts, and so on. In my opinion, there are almost no bright, club and ultra-modern things at Levi’s.
Levi's jeans are simply visible and invisible: there are many models, styles, and colors. There are usually also a lot of sizes: after all, the price level in Russian Levi’s stores is high, so they don’t have time to buy up everything. Fans of classic jeans - modest colors, with a normal (not low) waist, and without decorations - should pay special attention to Levi's. There are different models: with and without, from fairly ordinary denim and from better quality, with zippers and with bolt fasteners...
Levi's favorite colors are blue, black and light blue. Gray and white jeans are not enough; I have never seen red, green, yellow or the like. Well, maybe he just wasn't paying attention. The styles, I repeat, are very diverse - there are tight jeans, skinny ones, regular ones, wide ones, and even baggy ones. There are models with zippers, and there are models with buttons. In general, there is something for almost every taste. It is worth noting, however, that the range of men's jeans is noticeably wider than women's.
Levi's shoes are quite good; It is also worth noting the quality accessories. In general, the quality of Levi’s clothing and shoes is very high; they are distinguished by strength and wear resistance; resistance to washing. The disadvantages include some conservatism: collections are updated infrequently, many things are quite boring and even seem archaic to some. Not enough interesting design solutions.
Levi's stores are distinguished by their original interiors and very pleasant, unobtrusive service. The sellers are quite attentive and diligent, but at the same time they do not impose either the product or their opinion. Fitting rooms are usually a little dark, which is not very good: sometimes it is difficult to determine how this or that item will look in daylight.
Personal impressions. Reviews
I have classic Levi's 501 jeans. I can say that they are of very high quality. Very dense and generally good quality fabric, neat seams, careful processing of the “internals”. Jeans do not lose their appearance after washing (if washed correctly, of course), and are durable. A couple of disadvantages: firstly, it is very difficult to remove dirt from them with a brush; secondly, the fabric is still a bit stiff and rough. These are probably the features of this particular model. In addition, I have a Levi’s hat - I’m happy with it, it looks quite nice, and is pleasant to wear.
Online reviews of Levi's clothing and shoes are almost exclusively positive. Almost everyone emphasizes high quality and durability, as well as good service and competent salespeople. Complaints are mainly about high prices (in Russia they are really overpriced) and boring design. Some people say that high quality for high money is simply pointless for them, since after a year or two of wearing the item becomes very boring, and they simply don’t want to wear it, although it still looks good.
Brief summary:
- Country affiliation:
The brand is American, design and development are American, production is mainly Latin American (Mexico, Colombia, Dominican Republic) and Asian (Pakistan, Bangladesh, China, Vietnam). Some items are made in Italy and the USA.
- Fashion style : casual (sports casual, strict casual).
- Range : jeans, casual pants, shirts, tops, blouses, T-shirts, dresses, tunics, sweaters, cardigans, jumpers, pullovers, sweatshirts, jackets (windbreakers, down jackets), shorts, skirts, belts, bags, wallets, hats, gloves, socks , sneakers, sneakers, low shoes, boots, moccasins, ankle boots.
- Clothing, shoes and accessoriesfor men, women, teenagers .
- Clothes sizes : women's - from XS to XL (jeans from 23 to 33; mostly from 26 to 31), men's - from S to XXL (jeans from 27 to 40; mostly from 29 to 38).
- Shoe sizes : female - from 36 to 40; men's - from 40 to 46.
- Materials : natural - cotton, leather, wool, down, feather; artificial - polyamide, nylon, viscose, elastane, polyester.
- Price category : above average (in Europe - average, in the USA - below average).
Approximate prices for clothing, shoes and accessories (as of December 2012) :
- Jeans - 4000-5300 rubles
- Classic jeans Levi's 501 - 4200 rubles
- Casual trousers - 4000-4500 rubles
- Shirts - 2700-4200 rubles
- T-shirts - 1400-2000 rubles
- Polo shirts - 2200 rubles
- Shorts - 2700-3300 rubles
- Skirts (women's, of course) - 3300-4000 rubles
- Sweatshirts - 3500-4500 rubles
- Pullovers, jumpers - 3500-4500 rubles
- Cardigans and sweaters - 4000-6000 rubles
- Jackets - 4500-16000 rubles
- Hats - 900-1600 rubles
- Knitted gloves - 800-1000 rubles
- Socks - 600 rubles (2 pairs)
- Belts - 1600-3500 rubles
- Bags - 3000-12000 rubles
- Wallets - 2000-2500 rubles
- Sneakers - 2000-3500 rubles
- Sneakers - 3000-4000 rubles
- Moccasins - 3500-4000 rubles
- Boots - 4000-5000 rubles
- Low shoes - 3500-4500 rubles
- Low boots (women's, of course) - 6000-8000 rubles
Links : official website, collection of reviews, another collection of reviews.
Levi's is one of the most recognizable, popular and oldest brands that produces high-quality denim clothing. The company began its work back in 1892, and in a short period of time it managed to win the title of “best”. You can also read an interesting one here.
There are a lot of counterfeits of well-known brands sold on the market today. Today, counterfeits on Levi's are not uncommon. But you must understand that despite their external resemblance to the originals, fakes are just visual appeal and not very good quality.
How to distinguish original Levi's jeans from fake ones
Product cost
Jeans from the brand are produced exclusively from expensive raw materials, using complex “perfect tailoring” technology. That is why you must understand that original Levies are not cheap. A price tag indicating a price of less than $60 indicates that you are dealing with a fake.
In some cases, the price is lower, but you can only go for it if you are going to make a purchase in the official online store of the brand, where there are sometimes discounts.
Manufacturer orientation
The factories of the legendary brand are mostly located in Latin America, and therefore “Made in Mexico” jeans are the original trousers. But “Made in the USA” is the main sign of a fake.
Be careful, because many consider this sign not significant, but our goal is to buy real jeans.
Arches on back pockets
All models of Levi's trousers have neat arches on the back pockets. The seams of these same arcades are never intertwined with each other, but only overlap. They are always neat, not a single stitch sticks out.
Arcades are a kind of calling card of the brand. Over the years of the company's existence, the stitching itself has been subject to change, but from day one the shape was exactly the same as it is today.
Tab
On every real pair of Levi's, the back pocket of the jeans is decorated with a small red label built into the pocket, on which the brand name is embroidered with white thread.
If you see jeans with characteristic arches, but without this tab, it’s a fake.
A small clarification: some pairs have a red tab, but instead of the company name, it has the letter “R” on it. This is actually normal, every hundredth pair is marked this way for easy lot counting at the factory. The hundredth pair is considered “lucky” and being its owner is real luck.
There are two options for writing the brand name on the tab: Levi’s and LEvi’s. Both options are correct.
Denim products from the Levi's brand
The denim from which jeans are made is of high quality, and therefore even to the touch it is more pliable and soft than cheap jeans. The drawings on it are always diagonal and very clear.
Leather label on the belt
The patch is made of polymer cardboard and is located on the back of the jeans waistband. It always shows the name of the manufacturer and a traditional stamp: two horses tearing jeans.
The company processes jeans only after they are completely finished. In simple terms, this means that if the jeans are made in a popular vintage style, then the label will be aged accordingly. In a fake it will most likely remain new. An artificially worn patch has no holes or visible damage.
The tag always has a rectangular or square shape; other bends are a sign of unoriginality of the product.
The most popular jeans model is 501; very often its label is marked with the simple abbreviation XX. It is also worth looking at the inner pouch of the front pocket of the product; it always has a stamp with the inscription XX on it. Only 501 European-made models lack this feature.
Label
Real branded Levi's have a small label sewn on the inside back of the belt indicating the model number and place of manufacture. On most models the number is embroidered in red. Less common are lots with simple black and white labels, but they should contain the same information as color ones.
The edges of the label are always neat, and it is sewn securely.
On some models, there is a stamp on the inside of the pocket with the inscription “This a pair of Levi’s”.
Be careful, today a high-quality replica is not uncommon. Companies that produce counterfeit products often copy the most basic aspects of the originals, in our case: arch, patch, tab. But the whole essence is hidden in the details and there are a number of signs that can be symbolically called “safety nets”.
Accessories of original Levi's jeans
Bolts
On original jeans, all bolts are completely made of metal. The presence of parts made of a different material is a sign of a fake.
Most bolts are made in the form of flat buttons, on which the name is clearly stamped: Levi Strauss.
There must be a number stamped on the back of the bolt. If you see a deformed back of the bolt, and as a result it is impossible to recognize the numbers, then you are dealing with a replica.
In fact, the numbers on the fittings are a guarantee that the jeans were actually manufactured by the concern. For Levi Straus lines, the number on the back of the bolt must match the number that can be found on the label that is sewn into the left leg of the trousers.
Lightning
The zipper is always well sewn, the corners do not protrude, it is fastened with an easy movement and does not jam. Accessories, namely zippers for the brand are produced by YKK. Looking at the dog, you will see an embossed Levi's stamp on top. Sometimes it may not be there - this is not a sign. But the abbreviation YKK is definitely stamped on the inside. Its absence is an important signal for the buyer.
The sewing of original Levi's jeans is always perfectly straight, all the stitches are straight, the joints are tight. Real jeans will last you a very long time and you will be proud of them.
Of course, a good replica may look no worse in appearance, but the manufacturing technology will be clearly different, and therefore it will become “clothing for one season.”
inscription And "Made in U.S.A." Levi's closed the last oneTo avoid buying fakes, it is better to purchase real products from the brand in the official Levi.com online store (store review).
factory in USA in 2006 year. Corporations are moving production to places where labor is cheap.
force. Jeans Levi's sew in Latin America and Egypt, To jackets, shirts - in China (But
exclusively for USA!).
must be durable, synthetic or half and half with synthetics.
both by hand, Turkish counterfeit and real " L evi"s » from the USA, you will immediately feel difference.
Even branded d jeans European branches of the company And feel different from
American T kan jeans LEVI"S produced in the European Union no less quality, but
she is different, different from the one from which sew d jeans for the USA.
It has clear diagonal pattern on models of any color and treatment. Black denim
fully black as with from the inside and from the face. Light reverse side of black s jeans only at
SHRINK-TO-models FIT and BLACK RINSED.
label historical name of this model: “XX”. All other models do not have this sign.
label on jeans with Light processing Stonewash (pale blue) is a sign "paleva"!
The label should absolutely correspond "worn out" of the pants as it is washed
along with jeans. On unwashed same jeans and label absolutely whole and new -
"smelling printing ink."
sewn division of Levi "s d la USA. If it is not there, then it is a fake. There may be no stamp
on European tailoring
from seller. Buttons should be made of nickel alloy, white. Buttons with copper or
tinted are put only on certain models with special treatment
(washed). U sizes W27- W29 buttons (together with the belt) - 4. On the rest, running gear
sizes - 5. On large sizes - 6 things.
pockets front. On back pockets have rivets only on fashion models and on a number of
models for women. Rivets must have a circular inscription on both sides: LS&CO–SF .
Tidal Blue for example, buttons and rivets made of nickel, covered with a film of corrosion - as if
pants were fished out bottom city pond. But indigo jeans are always copper.
are trying knock it out perfectly!) number that must match the number on the label
sewn into left pant leg from the inside.
from the inside. On him all official information about the batch and factory that produced it is located
light this couple pants Text can be black, sand and brown - depends
from the place production. Here, on printed on the back and instructions for the user about
caring for product. Woven into this label metallized flat thread with microtext and
hologram.
on product care in all languages of planet Earth.
Information about the name of the model and its style is sewn to the belt from the inside out in the middle
backs.
instructions sewn into the belt on the left side above the front pocket, from the inside out. Right here
marked and Place of Birth products. There is no microtext. The numbers on the button and on this one
the label should also match.On the tongue Levi's logo is embossed on the outside of the zipper and the Levi's logo on the inside
lock length “YKK 45”, such same logo, or is it empty.
red flag , on which only patent registration icon "®", no logo "Levi' s".
It's not clear why the company does this, but don't be scared, it's not a fake!
Wrangler
- There is a common belief that the real
W
rangler
sewn only from houndstooth fabric
twill" BROKEN TWILL (or Christmas tree, in common parlance). But this is far from true. From such fabric
are sewn only Rigid models and a number of jackets/vests belonging to the COWBOY CUT cut. - Models of the gold buckle series (washable with special treatment), can also be sewn from fabric
With diagonal pattern. For example, Wrangler 13MWZ Prewashed in Antique Blue –
precisely from fabrics with diagonal pattern. - Fabric Wrangler always dense and heavy, slightly “fluffy” on touch.
- The stitching on the codpiece is made with threads matching the main color of the model - they are practically invisible
on new jeans As it sheds, the stitching appears very beautifully. - Double, outer stitching on the trouser leg is made on the outside (so as not to rub the rump
horses at
horse riding). Fabric overlaps from front to back. The stitching is done with threads two colors -
external red, inner color to match the model. Models 935 and 945 have stitching on the legs
made with threads one color - red. - Cowboy Cut leather labels are sewn onto the right back pocket. At the "numbered"
Wrangler label made of elastic plastic, reminiscent of linoleum, chocolate color.
The logo on it is lasso form. U models 935 and 946 this label is made of brown soft
leatherette. - The “tab” flag is sewn into the stitching above the back right pocket and varies in background color and
logo. This depends on the model (red, black, blue, etc.), for license plates - with the inscription
“with a rope”, but here again, on models 935 and 945 in the form of block letters. Copper button
(silver from Silver Edition), on which The logo is embossed in the form of stitches. Lock tongue
rectangular with the outline of a cowboy boot embossed on it. - Rivets with a copper, convex head are quite large and “bald”, smooth copper heads.
The dashing 90s, when branded jeans, and even more their counterfeits, began to be sold en masse in Ukraine, gave rise to many certain stereotypes regarding the quality of imported products, which are firmly entrenched in the minds of many jeans lovers, and which at this stage are long outdated. Today we would like to debunk these myths, so:
Myth #1: If Levi's jeans cost less than 80 bucks, they're fake. Many Ukrainian buyers are accustomed to prices in official distributor stores starting from more than $100 per pair, and are sure that it is impossible to buy them cheaper. We hasten to please you, this pricing policy applies only to European countries, in the USA the original Levis jeans can be bought and for 10 USD, however, under a confluence of many circumstances (for example, last year’s not very popular pair in the same size during a seasonal sale), the average Levis jeans price on the US market it ranges from 40-60 dollars. That's why jeans in our store are sold at such a reasonable price - we import them directly from America, and not from Europe, as official distributors do. Thus, the rule “the more expensive the better” does not apply in this case, and a fake and an original can cost the same, you just need to buy from trusted sellers.
Myth No. 2 – a real classic for a man is only 501. Of course, Levis 501 is a classic, but the brand has a number of other classic models – for example, straight or 505 (they are even called “501 with a zipper”). At the same time, the 501e has recently begun to be produced in variations of light summer twill instead of the traditional rough denim, or funky colors that can hardly be called classic. Moreover, these jeans are not always suitable for men with developed thigh muscles; they will be tight in the thighs, which is why Levi Strauss & Co designers developed the 541 Athletic Fit, which is looser in the hips, especially for athletes. In a word, not everything is so simple. We recommend trying other options, which may well look even more organic on you than the legendary 501e.
Levis 541 Athletic Fit Myth No. 3 – the quality of jeans depends on the country of their production. Many customers call us and ask where this or that model is made, and are very skeptical about unusual places of production. Most of all skepticism is expressed regarding China, they say that only people there know how to sew fakes. We hasten to convince you that the quality of original Levis jeans is always at the highest level, regardless of the country of origin. Modern Levi's are sewn in Egypt and Haiti (501 classic colors), China (many women's models), Bangladesh, Cambodia, Pakistan, Malaysia, Turkey, Poland, Lesotho - from here jeans come to the American market, and these are the ones you can buy in our store. There are also pairs sewn directly in the USA, costing 150-300 USD, distinguished by the best quality of cotton (produced at the American Cone Mills factory) and quality of tailoring. Models made outside the USA are no different in terms of quality of tailoring and service life, the author of these lines was convinced of this from his own experience. Wherever the product is made, its quality is always strictly controlled by representatives of the Levi Strauss company; the sewing rules, markings, and hidden distinctive signs are the same on all pairs, regardless of the place of their production.
So, believe less in stereotypes and if you have any questions, contact us, we will always be happy to advise you.
Enjoy the shopping!