The History of Levi’s Strauss & Co.

Levi Strauss & Co. is one of the world’s largest brand-name apparel companies and a global
leader in jeanswear. The company designs and markets jeans, casual wear and related
accessories for men, women and children. It was founded in May 1853 by Levi Strauss. Levi
Strauss was born in Buttenheim, Bavaria, a province of Germany that is famous today as the
host of Munich’s Oktoberfest and Neuschwanstein Castle on February 26, 1829 to Hirsch
Strauss and his second wife, Rebecca Haas Strauss. His family practiced the Jewish faith.
Initially named Loeb, Levi had six siblings—one from his mother and the rest from his
father’s first marriage. Being a Jewish living in Bavaria wasn’t easy for Levi’s family. They
faced much religious discrimination. At sixteen years, his father succumbed to tuberculosis.
Together with his mother and two sisters, they moved to the United States. He was about
eighteen years. The family united with his two elder brothers Jonas and Louis Loeb, who
owned a NYC-based wholesale dry goods business called “J. Strauss Brother & Co.” Levi
soon began to learn and joined his half-brothers’ dry-goods business. Strauss, being a
business brain and seeing an opportunity for expansion, took advantage of the California
Gold Rush and in 1853, he headed west, moving to San Francisco to open a West Coast
branch of his brother’s dry goods wholesale business selling items like clothing and blankets
to general stores. As his business grew, Strauss made a name for himself as a well-respected
businessman. Meanwhile, Jacob Youphes, a professional tailor, was born in the city of Riga,
Latvia. He later changed his name to Jacob Davis. He also had a Jewish family lineage. At 23
years, he made it to the United States, settling in New York City. Here, he started his
tailoring business. As a tailor, Jacob made tents, wagon covers, and horse blankets for the
railway workers. Levi Strauss & Co. soon became his denim supplier. He bought his fabric
from Levi Strauss, who later became his partner Levi Strauss & Co. soon became his denim
supplier.
Although denim pants were already quite commonly worn at this point, they were not quite
on a par with what we now call blue jeans. After being asked to make a pair of pants that
would hold up better during normal wear and tear, Davis came up with the idea to incorporate
metal rivets into the parts of the pants most frequently strained. These new, reinforced pants
became popular so quickly that Davis resolved to take out a patent on the design, but he did
not have the capital to do so on his own. Instead, he reached out to Strauss with the intent of
forming a partnership, and the two soon joined forces to patent the idea. Their patent was
granted on May 20th, 1873, a day which is now known as the birthday of blue jeans. The
pants became popular with incredible speed, but for decades they were still referred to as
‘waist overalls’ or simply ‘overalls.’ It wasn’t until the 1960s that the name ‘blue jeans’
became widely used.
The patented rivet was later incorporated into the company’s jean design and advertisements.
Contrary to an advertising campaign suggesting that Levi Strauss sold his first jeans to gold
miners during the California Gold Rush (which peaked in 1849), the manufacturing of denim
overalls only began in the 1870s. In 1890, the rivet patent went into public domain, lot
numbers were assigned the products that were being manufactured, and “501” was used to
designate the famous copper-riveted waist overalls.
Modern jeans began to appear in the 1920s, but sales were largely confined to the working
people of the western United States, such as cowboys, lumberjacks, and railroad workers.
Levi’s jeans apparently were first introduced to the East during the dude ranch craze of the
1930s, when vacationing Easterners returned home with tales (and usually examples) of the
hard-wearing pants with rivets. Another boost came in World War II when blue jeans were
declared an essential commodity and were sold only to people engaged in defense work.
In the 1930s many women started wearing men’s 501® Jeans because they were tough
enough to withstand daily life on a ranch. In 1934, Lady Levi’s® – also called Lot 701 –
were created, giving women the same freedom offered to men in a style that was designed
just for them.
Between the 1950s and 1980s, Levi’s jeans became popular among a wide range of youth
subcultures, including greasers, mods, rockers, and hippies. Levi’s popular shrink-to-fit 501s
were sold in a unique sizing arrangement; the indicated size referred to the size of the jeans
prior to shrinking, and the shrinkage was substantial. The company still produces these
unshrunk, uniquely sized jeans. Although popular lore (abetted by company marketing) holds
that the original design remains unaltered, this is not the case: the crotch rivet and waist cinch
were removed during World War II to conform to War Production Board requirements to
conserve metal and were not replaced after the war. Additionally, the back pocket rivets,
which had been covered in denim since 1937, were removed completely in the 1950s due to
complaints they scratched furniture.
From the early 1960s through the mid-1970s, Levi Strauss experienced significant growth in
its business as the more casual look of the 1960s and 1970s ushered in the “blue jeans craze”
and served as a catalyst for the brand. Levi’s, under the leadership of Walter Haas, Peter Haas
Sr., Paul Glasco, and George P. Simpkins Sr. expanded the firm’s clothing line by adding
new fashions and models, including stone-washed jeans through the acquisition of Great
Western Garment Company (GWG), a Canadian clothing manufacturer. The acquisition led
to the introduction of the modern “stone washing” technique, still in use by Levi Strauss.
Simpkins is credited with the company’s record-paced expansion of its manufacturing
capacity from 16 plants to more than 63 plants in the United States from 1964 to 1974 and 23
overseas. Levi’s expansion under Simpkins was accomplished without a single unionized
employee as a result of Levi’s and the Haas family’s strong stance on human rights and
Simpkins’ use of “pay for performance” manufacturing from the sewing machine operator
level up. As a result, Levi’s plants were voted the highest performing, best organized, and
cleanest textile facilities of their time. From a company with fifteen salespeople, two plants,
and almost no business east of the Mississippi in 1946, the organization grew over thirty
years to include a sales force of more than 22,000, with 50 plants and offices in 35 countries.
In the 1980s, the company closed around 60 of its manufacturing plants because of financial
difficulties and strong competition.
The Dockers brand, launched in 1986 and which is sold largely through department store
chains, helped the company grow through the mid-1990s, as denim sales began to fade.
Dockers were introduced into Europe in 1996 and led by CEO Jorge Bardina. Levi Strauss
attempted to sell the Dockers division in 2004 to relieve part of the company’s $2.6 billion
outstanding debt.
By the 1990s, Levi’s faced competition from other brands and cheaper products from
overseas, and began accelerating the pace of its US factory-closures and its use of offshore
subcontracting agreements. In 1991, Levi Strauss became implicated in a scandal involving
pants made in the Northern Mariana Islands: some 3% of Levi’s jeans sold annually with the
Made in the USA label were shown to have been made by Chinese laborers under what the
United States Department of Labor called “slavelike” conditions. As of 2016, most Levi’s
jeans are made outside the US, though a few of the higher-end, more expensive styles are still
made in the US.
Cited for sub-minimum wages, seven-day work weeks with 12-hour shifts, poor living
conditions, and other indignities, Tan Holdings Corporation, Levi Strauss’ Marianas
subcontractor, paid what were then the largest fines in US labor history, distributing more
than $9 million in restitution to some 1,200 employees. Levi Strauss claimed no knowledge
of the offenses, severed ties to the Tan family, and instituted labor reforms and inspection
practices in its offshore facilities.
In 1991 an investigation revealed that some products that Levi Strauss had represented as
made in the United States were actually manufactured in the Northern Mariana Islands (a
United States commonwealth) by Chinese laborers working in illegal sweatshop conditions.
By 1992, foreign sales represented close to 40 percent of the company’s revenues, and over
50 percent of profits. Levi Strauss spent $230 million on advertising in 1992, in a campaign
to add glamour to its old stand-by.
In 1996 the company took on multibillion-dollar debt in February 1996 to help finance a
series of leveraged stock buyouts among family members. In June 1996, the company offered
to pay its workers an unusual dividend of up to $750 million in six years’ time, having halted
an employee-stock plan at the time of the internal family buyout. By 1996, Levi Strauss was
virtually free of debt, and the company announced it would undertake a second leveraged buy
out later in the year, to concentrate its stock in fewer hands.

The annual sales of the brand Increased in 1997 to reach $7.1 billion. In 2001 after the
winning bid, Levis celebrated its return with a reproduction of the ‘Nevada,’ complete with
the shopping and distressing of the original.
In 2002, Levi Strauss began a close business collaboration with Walmart, producing a special
line of “Signature” jeans and other clothes for exclusive sale in Walmart stores until 2006.
In 2010, the company partnered with Filson, an outdoor-goods manufacturer in Seattle, to
produce a high-end line of jackets and workwear.
As of 2016, Levi Strauss Signature jeans are sold in 110 countries. In 2016, the company
reported revenues of $4.6 billion. In 2017, Levi Strauss & Co. released a “smart jacket”, an
apparel they developed in partnership with Google. After two years of collaboration, the
result was a denim jacket set at $350.
In 2019, Levi’s became one of only two major clothing companies with commitments in line
with the Paris Agreement’s goal of limiting global average temperature increase to 1.5
degrees celsius.
In 2020, Levi Strauss & Co. are expected to have completely replaced chemical usage to
lasers in order to cut and design ripped parts of jeans. In December 2019, the Engage for
Good (formerly Cause Marketing Forum) organization awarded the company the Golden
Halo Award for 2020 for their advancements in corporate social impact.
On August 5, 2021, they announced the acquisition of Beyond Yoga, entering into the
activewear market. They expect the acquisition will contribute to more than $100 million to
net revenue per year.

History of Levi’s Logo

Levi’s logo has undergone 8 redesigns over nearly 150 years. Some updates were minimal,
while others took a daring approach.
The Levi’s clothing brand has a celebrated signature logo. It uses a red and white hue
scheme: The red forms the background color, and the white took care of the letters. The name
appears in uppercase letters except for the letter—e. This classic Levi logo design resembles
a batwing.
The Levi’s logo is a familiar label in the fashion world. For over 15 decades, the laudable
mark has become synonymous with denim, quality, durability, style, and fashion. The logo is
a friendly legend on social mediums, digital platforms, merchandise, and print outlets.
Levi’s is the world’s manufacturer of pants, and it’s well–known for its famous blue jeans.
Some other garments from the brand are jackets, hats, belts, skirts, and slacks.
For nearly 150 years, Levi’s has had about eight unique redesigns. Some of these updated
designs were average, yet others admirable. Let’s look at its logo journey in brief.

1853 to 1892—The Maiden Wordmark

The company’s first official logo was a wordmark logotype. It comprises a narrow rectangle
with the owner’s name—Levi Strauss in all–caps. The logo also contains the symbol – & and
Co. At the extreme ends are the numbers—16 and 14. The symbol had a monochrome color
scheme.
1892 to 1925—The Two–Horse Emblem
From this period, Levis adopted a picture logo. People famously called it “The Two Horse
Brand.” The emblem shows two horses and their owners pulling jeans in the opposite
direction. Above the horses and their riders is the brand’s name. It also included other
inscriptions and the date it patents its rivet. This logo appealed to the literates, illiterates, and
non–native English speakers. It came in a black and white color palette.
1925 to 1929—The Red Levi’s Insignia
For four years, the clothing giant adopted a new logotype. The company went for a simple
wordmark that spelled its name in bold red letters. These typefaces sat on a faint background
with a black outline. It was a suitable replacement for the photo logo because the jeans had
become famous.
1929 to 1943—The Blue & White Levi Logo
The company had its third update. This time, it opted for a thick white and blue modest
wordmark signature. This version of the logo is a shortened form of the owner’s name. And it
came with the tagline—America’s Finest Overall in all–caps. The designer fit the letterings
on an orange rectangular frame.
1943 to 1949—The Dark Blue Levi Symbol
After 14 years, the company changed its logo design. It went for a yellow frame with the
owner’s first name. The letters were uppercase, bold, and dark blue. It kept the tagline in caps
—America’s Finest Overall in a light color.
1949 to 1954—The Red & White Levi Symbol
In 1949, the company redesigned its signature Levi logo. A red frame with a white uppercase,
Levi’s, became the face of the brand. It was the period after the Second World War. The
trademark contains other inscriptions and design elements.
1954 to 1969—The Vintage Levi Symbol
The company refined its previous logo: The red background became solid brighter. And its
letters sharper and smooth. Below the brand’s name was the phrase—Vintage Clothing. It
featured a simple and readable san–serif font. All the letters in the logo were caps and white.
1969 to 2003—The Light Red Batwing Icon
The brand’s stylized logo came into existence. Levis termed it as the Batwing because it
looks like a spreading bat wing. This famed logo comprises a bright red frame around the
company’s name in white: The typefaces are all capital except the letter—e. The logo is
sleek, minimalist, and versatile.
2003 to Date—The Dark Red Batwing Levi Icon
The bright batwing logo represented the brand for about 34 years. After that long period, it
underwent minor refreshment. The designer opted for a dark red background and reduced the
height of the typeface. The contrast between the dark red and the white letterings intensified
the outlook of the logo.
The Levi’s Logo Design Elements
Levi’s current color has three graphic elements—two colors and a typeface. But this wasn’t
the case with most of its logo designs. Its first changed logo had many features that go against
today’s branding rules. Yet, it helped the brand achieved its goal. Below we can learn the
vital graphic elements Levi’s used for its logo designs.

The Levi’s Symbol and Shape

A Rectangle:
You can spot rectangles in most of Levi’s logo designs. Also, it’s one of the most widely
used shapes in branding. A rectangle expresses stability, safety, and assurance. Levi’s used
the frame as a background aid for its logo designs, and it enhances the design elements in it.
Two horses standing
A horse symbolizes freedom, movement, and power. It also aligns with confidence,
nobleness, and endurance. Levi’s used two horses that were pulling its pair of jeans in the
opposite directions. The message is simple—We make and sell quality, durable, and long-
lasting jeans. Wearing a pair of jeans also helps us to move around quickly and work smart.
The Bat Wing
Levi’s iconic logo looks like the spread of a batwing. It was a name inspired by the batman
symbol. The shape mimics the Arc Stitching that appears in the back pocket of the jeans.

The Levi’s Logo Colors

Red Color:
The prominent hue in Levi’s logo is red. It aligns with passion and energy. Red expresses
intense vibes that invite us to take action. Some of its positive emotions include confidence,
love, and power. On the flip side, it conveys anger, revenge, and danger.
White Color:
The hue of innocence gracefully paints the brand’s name in most of its logos. It gives the
other colors a proper balance of beauty and clarity. The color white promotes purity,
cleanliness, and simplicity. It can also radiate a sense of perfection, hope, and open-
mindedness.
Blue Color:
The 1929 and 1943 Levi’s logos had the color of trust featuring its brand’s charisma. Blue
resonates with peace, loyalty, and serenity. The hue of water bodies can also inspire
calmness, confidence, and stability.
Yellow Color:
Levi’s used a yellow background for its 1943 to 1949 symbol. Yellow represents the color of
happiness and hope. You can also use it to express creativity, warmth, and intellect. The color
of sunshine can also exude negative emotions. These include warmth, deception, and
egotism.
Black Color:
The color of darkness, black, expresses elegance, power, and leadership. It’s an intimidating
hue that evokes mystery, strength, and prestige. Some of its negative emotions include
sadness, depression, and pessimism. Levi’s second logo, the horse brand, had black graphic
elements on a white background.
The Levi’s Logo Font
Levi’s is a fan of sans–serif fonts: It has used different versions in its earliest designs. We can
link the current custom sans–serif font to URW Linear Wide Ultra Bold, which Albert Jan
Pool designed.
LEVI’S Jeans Production Process
Fabric LEVI’S
LEVI fabrics are made allocation of centralized procurement company factory. The whole
fabric 100 meters per roll, width of 1.5 meters, with the company logo and lot LEVI. General
use of cotton fabrics. Quality is very good; LEVI’S members have specialized experience
responsible for fabric quality cloth and with a single. Fabric literacy: the thickness of fabric is
used to indicate an ounce, the average pair of jeans with 8 – 15 ounces of fabric, fabric
weight per square yard is how many ounces is the number of ounces of this fabric. Belong to
more than 13 ounces thick material, and more than 15 ounces are thick material, wear very
comfortable. General cowboy fabric with just 12 ounces, LEVI products mostly 11.5-13
ounces of fabric.
Fabrication Process
LEVI products are used the most advanced CAD systems to produce all electronic
documents, input to the plotter to print publication samples and markers.
Cut
LEVI companies require the use of automatic cutting for cutting, fabric cutting bed and pull
in 25 – 33 m, usually 40-60 level as a shop, and then fixed in the Conference on the bed,
automatic cutter will a pile of fabric cut into a pile of cut pieces, and then manually tied and
covered with printed number (must be covered by spreading sequence number, in order to
prevent the color difference between the layers), and then distributed to the pipeline.
LEVI Production
Company has its own unique production process and special equipment, some specialized
equipment from Japan and Germany to the factory to use, because these devices on the
market did not (use the back pocket of the arc of a flower-ray machine with a computer sewn,
forming a very neat). LEVI products are all materials used in centralized procurement LEVI
redistribution down the company, the quality is very good, especially for sub-materials is
strictly controlled number of trademarks, the trademark must be broken for a new warehouse
handed out, and they all records. LEVI companies require placement in the production
process 6 – 10 quality control procedures, (the general quality goods are 4) that are directly
nonconforming void does not exist apart refurbished in order to save costs.
Semi-washed Jeans
LEVI washing company has authorized factory, they come to the semi-finished products
delivered to the washing. Washing is a very important part of jeans, there will be a lot of
defective products after washing, but this time the fundamental test is out of the qualified
products shipped product.

Fully Equipped Workshop

Fully equipped main job is to clean up lint, ironing, hang tag, the total inspection and
packaging. There are many details of the process, such as embroidery, printing, stitching
details, and so not one by one said, A total of 80-100 a pair of pants do multiple procedures.

Levi’s Company Overview

Levi Strauss & Co. is a brand-name apparel company designs, markets, and sells jeans, casual
and dress pants, jackets, skirts, and more. It is a worldwide corporation organized into three
geographic divisions: Levi Strauss Americas (LSA), based in the San Francisco headquarters;
Levi Strauss Europe, Middle East and Africa (LSEMA), based inBrussels; and Asia Pacific
Division (APD), based in Singapore. The company employs a staff of approximately 10,500
people worldwide. Since the invention and patent of riveted clothing by Jacob Davis and
company founder Levi Strauss in 1873, Levi’s jeans have become the most recognizable and
imitated clothing in the world, capturing the imagination and loyalty of people for
generations. And while the patent has long since expired, the Levi’s brand portfolio continues
to evolve through a relentless pioneering and innovative spirit that is unparalleled in the
apparel industry.
The staff at Levi Strauss & Co. co”e from unusually diverse demographic backgrounds. The
company is 49.9% female and 44.6% ethnic minorities. Despite its diversity in other areas,
Levi Strauss & Co. employees are noticeably lacking in political diversity. It has an unusually
high proportion of employees who are members of the Democratic Party, at 93.0%.
Employees seem to enjoy working in an otherwise diverse workplace that is dominated by
members of the Democratic Party. Levi Strauss & Co. has great employee retention with staff
members usually staying with the company for 3.8 years. The average employee at Levi
Strauss & Co. makes $41,481 per year. In comparison, some of its highest paying
competitors, like eBay, Avon Product, and Unilever, pay $107,595, $66,745, and $50,339,
respectively.
Levi Strauss & Co. is an industry leader with 15,100 employees and an annual revenue of
$6.2M that is headquartered in San Francisco, CA.
Mission Statement
Levi’s mission statement is, “ To sustain responsible commercial success as a global
marketing company of branded apparel.”
The following are the main characteristics of Levi’s mission statement:
Global success
Product excellence
People empowerment

Vision Statement
Levi’s vision statement is, “We are the embodiment of the energy and events of our times,
inspiring people with a pioneering spirit.”
The following are the main components of Levi’s vision statement:
Energy embodiment
Events
Inspiration
The Values
Levis values are the fundamental to the success, they are the foundation of the company,
define who they are and set them apart from competition they underlie their vision of the
future, their business strategies and decision actions and behavior, they live by them & they
consider these values as the heart of Levi Strauss & CO.
Empathy
Begins with listening. Paying close attention to the world around them, understanding,
appreciating and meeting the needs of those they serve including consumers, retail
customers, shareholders and each other employees. Empathy also means engagement
and compassion, giving back to the people they serve and communities they operate
in, is a big part of who they are.
Originality
As the makers and keepers of Levi Strauss legacy, they look at the world with fresh
eyes and use the power of ideas to improve everything they do across all dimensions
of the business from modest improvements to the to the total reinventions
Integrity
Include the willingness to do the right thing for the employee, brands, the company
and the society as a whole, it continues to anchor their beliefs and behaviors and it is
one of the reasons consumer trust their brands.
Courage
 Is the willingness to challenge hierarchy, accepted practices and conventional
wisdom, courage includes truth telling and acting resolutely on their beliefs.
Current Strategy
The Company markets products in over 40 countries. As in the U.S., demand for jeans
outside the U.S. is affected by a variety of factors that vary in importance in different
countries, including socio-economic and political conditions such as consumer spending
rates, unemployment, fiscal policies and inflation. In many countries, jeans are generally
perceived as a fashion item rather than a basic, functional product and, like most apparel
items, are higher priced relative to the U.S. The non-U.S. jeans markets are more sensitive to
fashion trends than the U.S. market.
Additionally, the retail industry differs from country to country. In certain countries, the
Company’s primary retail customers are large “chain” retailers with centralized buying
power. In other countries, the retail industry is comprised of numerous smaller, less
centralized shops.
Strengths
The business went from strength to strength to become one of the twentieth century’s best-
known global brands. During the 1980s, the company branched out into a range of garments
including suits, before refocusing on one of its heritage products Levi 501s in the early
1990s. A TV commercial showing Nick Kamen stripping down to his boxer shorts in a
launderette boosted the sales of all jeans, not just of Levi 501 s and thousands of men
switched to wearing boxer shorts.
The Levi Company has always had a reputation for innovation, bright ideas, excitement and
enthusiasm. However, it has not always been so successful in maintaining the detailed
processes necessary to ensure continued product success – hence the need for effective brand
management. Brand management involves having the technical skills to create a successful
brand management plan, as well as good ideas.
Weakness
By the late 1990s, it was all too apparent that the brand was slipping and needed to be put
back on track. Since the 1960s, success had been based on the brand’s association with youth
culture. During the 1990s, this association began to lose some of its vitality. While sales of
the brand continued to grow, it began to suffer from declining equity. By this, we mean that
the perception of the brand in terms of the desired position was beginning to slip.
While in the 1980s Levi’s were seen as ‘cool, youthful, innovative and sexy’, market research
revealed that this was no longer the case by the late 1990’s. Brand managers at Levi’s
realized that they needed to revitalize the perception of the brand. The company had,
wrongly, been emphasizing its role in wholesale merchandising – i.e., selling millions of
pairs of blue Levi is to retailers and ensuring good sales volumes and profits for these
retailers. However, this focus tended to ignore the consumer.
Since the late 1990s, Levi’s brand managers have changed the emphasis to consumer-focused
brand management. Brand managers recognize that their responsibility is to deliver the image
of the brand both to consumers and to retailers, as well as ensuring high sales volumes and
achieving retailers’ financial goals.
The emphasis now is therefore less inward looking – e.g., ‘how many units have we sold?’
and more outward looking, e.g., ‘what do consumers see Levi’s as being?’
Levi’s Product Marketing Strategy
When it comes to Levi’s products, they are extremely comfortable and of great quality.
Through this, the company owns immense popularity in the market and has a huge customer
base with loyalty.
Levi’s offers such incredible products and services that they don’t look elsewhere for
purchasing. Its denim jeans are innovative, enough spacious for keeping the necessary stuff
and come with double layers for durability.
The most popular Levi’s product is its blue denim jeans, however, over the past few years,
other products are also gaining prominence.
Besides its fame for denim jeans, Levi’s provides a great range of products including skirts,
jeans, underwear, shirts, dresses, jumpsuits, belts, accessories, and many others.
Its denim jeans are further categorized in many designs such as Taper, Skinny, Boot cut,
Slim, Flare, Relaxed, Moms, and Big and tall. The most unique part is, it associates a three-
digit number with its jeans. Levi Strauss died on September 26, 1902, and was buried in the
Home of Peace Cemetery in Colma, California. He left his company to his four nephews,
Jacob, Sigmund, Louis, and Abraham Stern, the sons of his sister Fanny and her husband
David Stern. His estate was worth about $6 million (equivalent to $155 million in 2021).[1]
Sigmund's only child, Elise, married Walter A. Haas, the son of Abraham Haas, whose
descendants are the current owners of Levi Strauss & Co

References:
Avery Hartmans (Nov 22, 2022). How Levi's got its start making clothes for cowboys and
rose to become a Gen Z status symbol.  https://www.businessinsider.com
Charlie Culverhouse (December 1, 2021). History of Levi's: The Everlasting Uniform of ‘The
Coll’. https://guap.co
Tailorbrands.com (November 20, 2021). https://www.tailorbrands.com
Zippia.com (September 9, 2022). Levi Strauss & Co. History. https://www.zippia.com
Kurt Snibbe (May 21,2018). Levi’s jeans: How they started, how they’re made and how
they’ve changed. mercurynews.com
Melvin Porter (November 11,2021). The History of Levi's Jeans. https://bellatory.com
Courtney Holcomb (February 6, 2020). A Brief History Of Levi's, The Original Blue
Jeans. https://theculturetrip.com
logos-world.net (March 24, 2023).
Levis Logo, symbol, meaning, history, PNG, brand. https://logos-world.net
highsnobiety.com (December 20, 2018).
Here's Everything You Need to Know About Levi's' Logos. https://www.highsnobiety.com

Submitted By:
Maricris Natividad
Melisa Padiclas
Jhovelle Saavedra
Jonabelle Valentin