Levi Strauss and the Creation of the First Pair of Denim Jeans - Essay Example

History of Jeans Early History of Jeans In the 16th Century, Chieri, a small town in Italy, manufactured a type of heavy-duty fustian fabric made of cotton and wool or linen blend that was sold in the ports of Genoa. The Genoese Navy, from a busy seaport city in Italy, needed just this fabric produced in Chieri as it was very durable and it suits sailors as they go about their work both at sea and on the docks. Thus, the sailors of Genoa first wore the first pairs of pants and overalls made from jeans. The word “jean” became a popular nickname for what will later evolve as “blue jeans,” to denote its origin, which is the city of Genoa, Italy. Jeans became known for its durability and was later on exported to Engand. By the late 16th century, Lancashire was already able to manufacture the jean fabric. The jean cloth’s composition evolved and by the 18th century, it was made mostly of cotton due to the proliferation of cotton plantations and dyed with an indigo color that was common during that time. By the late 18th century, the jean fabric has gained a reputation for being durable and heavy duty that it was being used to create men’s clothes. Jean was woven using two threads of the same color. The color blue was usually used. Early History of Denim “Serge de Nimes” was a French fabric that originated in Nimes, France in the 17th century. It was made of silk and wool. It was gaining popularity in France and England during the early 18th century due to its durability and comfort. Unlike the jean fabric from Italy, Serge de Nimes was softer and more comfortable. Denim became its popular name, based on the altered form of its original name of Serge de Nimes. Although denim and jean are very similar, denim became more expensive in the 18th century because it was thought to be more durable and comfortable. By the late 19th century, 10 different kinds of denim—connoting different colors—were already out in the market. Denim was made using two threads of different colors, one of them white. Denim and Jean in America Because of its popularity and durability, America deemed it necessary to be able to produce denim and jean in order to minimize imports. A mill in Massachusetts that wove both jean and denim was already operational by 1789 as it was recorded that President George Washington surveyed the facilities on the same year. A book entitled “The Weavers Draft Book and Clothiers Assistant” was published in 1792 that showed technical sketches of how to weave denim and jean through various methods. In the early to mid-19th century, blue jean was used to make fine clothing for working men whose job entailed no manual labor, while denim was used by those whose job involves manual labor like mechanics and painters. Levi Strauss and the Creation of the First Pair of Denim Jeans Loeb Strauss, born and raised in Bavaria, Germany, traveled to New York with his mother and two sisters in 1847 to join his half brothers in their business of selling wholesale dry goods that were mostly cloth like linen and clothings. Strauss became an American citizen and changed his first name to Levi. To take advantage of the California Gold Rush, Strauss went to San Francisco in 1953 in order to sell wholesale dry goods to the miners. His company was known as Levi Stauss & Co. Strauss brought with him a “rough canvass” (jean) that can be used to make tents for the miners. Upon noticing that these miners needed more durable pairs of pants, Strauss commissioned the making of “waist overalls” made of jean. In 1972, Jacob Davis, one of Strauss’ customers who had been providing miners in Reno with riveted clothing, contacted him through a letter. Davis needed a business partner so that he can patent the use of metal rivets in the corners of pants, making it sturdier. Davis and LS&CO were able to obtain the U.S.Patent No.139, 121 for an “Improvement in Fastening Pocket-Openings” in 1873. This is considered to be the birthday of blue jeans. LS&CO began manufacturing waist overalls using pocket stitching using brown cotton duck, which is very similar to canvas. His customers grumbled that the pants, although sturdy, was very uncomfortable and the miners’ skin become irritated after wearing them all day and doing manual labor. Hence, the use of jean was used for more refined men’s clothing. The creation of the first ever blue jean was made of denim—due to the demand for more comfortable yet sturdy fabric, from Amoskeag Manufacturing Company in New England. LS&CO and Amoskeag’s business relationship will continue even after Strauss’ death in 1902, but will end in 1914, with the decline of Amoskeag. “Waist overalls” was formally called jeans in the 1960s and the term now refers to pants made of denim. Jeans in Fashion The 1930s saw cowboys in movies wearing jeans. This added to the popularity of jeans. After the end of World War II in the 1940s, jeans attained a new status as pants that are “rugged and relaxed,” which symbolizes freedom. Jeans have now become popular in Europe as American armed forces brought the trend there by leaving a surplus of Levi’s. Wrangler and Lee emerged as Levi’s competitors. The 1950s brought about the phenomena of Rock ‘n Roll and matinee idols. The popularity of jeans reached new heights as Elvis was seen wearing denim overalls singing “Jailhouse Rock” and Marlon Brando and James Dean were portrayed as tough anti-heroes wearing jeans and a t-shirt. It was said that 90% of teenagers own a pair of jeans. Slim jeans came out during the 1960s to keep up with the fashion of the decade that is part of the sexual revolution. Bellbottom jeans were popularized in the 70s as it was incorporated in the Hippie Movement. Designer jeans became more prevalent in Europe and the US concurrent with the ripped jeans of the 80s. Jeans have gained a reputaion for being casual and practical. However, the status of designer jeans has not waned even with the availability of more affordable jeans. At the dawn of the 21st century, jeans have become a staple piece of clothing that almost everyone all over the world wears. The denim industry has become a multi-million dollar industry. A variety of designs have arisen over the decades—from the cheaper brands like Lee and Gap to the more premium brand names like True Religion, 7 for all mankind, and Paige to designer jeans like Gucci, Chanel, Dior, Versace and Chloe. Read More