Levi Strauss, like many others, rushed to California during the gold rush. He also carried several rolls of canvas, some to use for setting up his tent and the rest to sell to other travelers. However, Strauss soon saw the potential of making affordable and durable pants, when he heard several miners complain about pants not lasting long enough in the mines.
Realizing that a business could be made out of it, he gave the cloth to a tailor and asked him to create pants from it, which he then sold to some miners. Word soon spread of the Levi’s pants and Levi’s Jeans came into existence.
This is also the reason for their original logo to have two horses pulling the jeans apart, indicating the strength of the Levi’s Jeans. By 1950, Levi’s had sold around 95 million jeans… thus what started as a necessity, became a must-have fashion trend.
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