In 1873 in the city of San Francisco a legein was created. It’s a living legend as we still use it exclusivity today. Its probably the most recognisable piece of clothing in the world and there is barely a country on earth where a pair is not being worn. They are denim and the creator of this incredible fabric and clothing wear is Levi Strauss. It’s not just jenas in the Levi’s range. If you got to EJ Menswear you’ll see Levi shirts as well.
Strauss was a typical North American at the time in that he was an immigrant from Germany. Like many in Europe he came to North America to escape poverty and persecution for his Jewish faith. He moved with his family to be with his brothers who had already established a dry goods shop in New York. Moving to San Franciso Strauss imported the goods from his brothers and sold them in his own establishment.
It was a meeting with Jacob W Davis that ensured his success and legacy. Both men patented a range of denim workwear that was different from regular clothing in that it used a brass revit system sealing together. This greater strength was perfect for the burgeoning manufacturing and farming base that the country was building. As the 20th Century arrived the face of jeans as workwear began to change and a more fashion element began to take hold. Jeans remained and still are. Used for workwear but the sheer versatile of the fabric means that we are constantly finding ways to use this fabric.
Why the brand has lasted so long
A large part of the brand’s lasting appeal comes down to quality. The clothes are made from durable, well chosen materials, so they last, and they are known for fitting well and being comfortable to wear.
That combination has helped it become one of the few American clothing names recognised almost everywhere. It suits men who want to look smart at work as well as those who prefer a more relaxed, casual style, which gives it an unusually broad following.
The range now goes well beyond jeans, taking in shirts, jackets and accessories, each with a recognisable style, fabric and colour. Many pieces are regarded as classics, so it is easy to buy the same item again when the old one finally wears out, knowing exactly what you will get.
Denim’s French origins
Jeans are often seen as an American invention, but the fabric itself began in France. It was first made in the city of Nimes and was known as serge de Nimes. Only after it crossed the Atlantic did the name become denim, taken from de Nimes.
The fabric arrived in America in the 19th century, just in time for the California gold rush. Levi Strauss opened a shop in San Francisco selling trousers made from it, and they quickly became popular. The strength and durability of the cloth suited men doing hard physical work, and the pockets were made large enough to carry gold.
Jacob Davis, a customer of the store, saw the potential to patent the product and work with Levi Strauss to market it. He was right, and jeans moved from workwear to fashion staple, a status they have kept ever since.