levi's denim jacket
the history of denim, the fabric phenomenon
of the last centuries: the 18th century
in the eighteenth century as trade, slave labour,
and cotton plantations increased, workers wore jean cloth
because the material was very strong and it did not wear out easily.
the 19th century: the california gold rush
the gold miners wanted clothes that were strong and did not
tear easily. in 1853, leob strauss started a wholesale business,
supplying clothes. strauss later changed his name from leob to levi.
the 1930's: westerns
cowboys - who often wore jeans in the movies-became very popular.
the 1940's: war
fewer jeans were made during the time of world war 2,
but they were introduced to the world by american soldiers,
who sometimes wore them when they were off duty. after the war,
rival companies, like wrangler and lee, began to compete with
levi for a share of the international market.
visionaire: the blue issue nr.31