The pioneer of jeans, a pair of pants defines American culture
Levi's was founded in San Francisco in 1853 by Levi Strauss, a German immigrant. Initially, it sold canvas tents. Later, it discovered that miners needed durable pants. In 1873, it invented the world's first pair of jeans (the 501 style), reinforcing the pockets with copper rivets and making them sturdy and durable.
In the early days, it was worn by workers: miners, cowboys, and farm workers. In the mid-20th century, it entered the school market and became a symbol of teenage rebellion: in the 1950s, Marlon Brando and James Dean wore Levi's when they acted in movies, and the cowboy became a symbol of "rebellion and freedom". During the counterculture movement of the 1960s-70s, Levi's was a standard item for hippies, and its global sales skyrocketed.
Curiosity: The 501 style has remained almost unchanged for over 150 years and is still the world's best-selling jeans, with annual sales exceeding 100 million pairs. During World War II, Levi's produced work clothes for the US military. After the war, American soldiers brought jeans to Europe and Asia, making them the first item of American cultural export. Today, Levi's is synonymous with jeans, priced in the mid-range ($60-$100), with classic and durable styles, and is an American national brand, a hard currency among second-tier brands.