Levi Strauss & Co.

also known as LS&CO or simply Levi's, is a privately held American clothing company known worldwide for its Levi's brand of denim jeans. It was founded in 1853 when Levi Strauss came from Buttenheim, Bavaria, to San Francisco, California to open a west coast branch of his brothers' New York dry goods business. In 1873 Levi Strauss and tailor Jacob Davis received a U.S. patent to make the first riveted men's work pants out of denim: the first blue jeans. The company briefly experimented (in the 1970s) with a public stock listing, but remains owned and controlled by descendants and relatives of Levi Strauss's four nephews. The company has its corporate headquarters at Levi's Plaza in San Francisco.

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1 Organization 2 History o 2.1 1990s and later 3 Advertising

Levi Strauss & Co. 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 in Brussels; and Asia Pacific Division (APD), based in Singapore. The company employs a staff of approximately 10,500 people worldwide. The core Levi's was founded in 1873 in San Francisco, specializing in riveted denim jeans and different lines of casual and street fashion. 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 Jr., Peter Haas, Ed Combs, and Mel Bacharach, expanded the firm's clothing line by adding new fashions and models, including stone-washed jeans through the acquisition of Great Western Garment Co. (GWG), a Canadian clothing manufacturer, and introducing Permanent Press trousers under the Sta-prest name. The company experienced rapid expansion of its manufacturing capacity from 16 plants to more than 63 plants in the United States from 1964 to 1974 and 25 overseas. The use of "pay for performance" manufacturing at the sewing machine operator level up. 2004 saw a sharp decline of GWG in the face of global outsourcing, so the company was closed and the Edmonton manufacturing plant shut down. The Dockers brand, launched in 1986which 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 1993. Levi Strauss attempted to sell the Dockers division in 2004 to relieve part of the company's $2 billion outstanding debt.

He next moved the location to 62 Sacramento Street then 63 & 65 Sacramento Street. including greasers. was a tailor who frequently purchased bolts of cloth made from hemp from Levi Strauss & Co. a style that went on to become the world's best selling item of clothing. so he wrote to Strauss suggesting that they go into business together. such as cowboys. he had an idea to use copper rivets to reinforce the points of strain. rockers. Levi Strauss Signature features jeanswear and casualwear. History Jacob Davis.000. lumberjacks. the organization grew in thirty years to include a sales force of more than 22. mods. The company then created their first pair of Levis 501 Jeans in the 1890s. hippies and skinheads. the two men received U. 1873. The patented rivet was later incorporated into the company's jean design and advertisements. Levi's released a mobile phone in co-operation with ModeLabs. Another boost came in World War II. with 50 plants and offices in 35 countries. 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). From a company with fifteen salespeople. the manufacturing of denim overalls only began in the 1870s. a Jewish emigrant from Latvia.'s wholesale house. In the 1950s and 1960s. Levi Strauss started the business at the 90 Sacramento Street address in San Francisco. when vacationing Easterners returned home with tales (and usually examples) of the hard-wearing pants with rivets.S. Levi Strauss advertising sign Modern jeans began to appear in the 1920s.121 from the United States Patent and Trademark Office. on May 20.Launched in 2003. Levi’s jeans apparently were first introduced to the East during the dude ranch craze of the 1930s. Davis did not have the required money to purchase a patent. and railroad workers. such as on the pocket corners and at the base of the button fly. Levi's popular shrink-to-fit 501s were . two plants. After one of Davis' customers kept purchasing cloth to reinforce torn pants. when blue jeans were declared an essential commodity and were sold only to people engaged in defense work. but sales were largely confined to the working people of the western United States. Many of the phone's cosmetic attributes are customisable at the point of purchase. After Levi accepted Jacob's offer. and almost no business east of the Mississippi in 1946. In November 2007. Patent 139. Levi's jeans became popular among a wide range of youth subcultures.

sold in a unique sizing arrangement. uniquely sized jeans. more expensive styles are still made in the U. distributing more than $9 million in restitution to some 1. 1990s and later Levi's 506 inside By the 1990s. Today. Levi Strauss claimed no knowledge of the offenses. labor history. the indicated size referred to the size of the jeans prior to shrinking. and the shrinkage was substantial. Tan Holdings Corporation. and they are still Levi's number one selling product. where 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 "slave like" conditions. Cited for sub-minimum wages. which is depicted in old advertisements.S. Levi Strauss' Marianas subcontractor. poor living conditions and other indignities. The activist group Fuerza Unida (United Force) was formed following the January 1990 closure of a plant in San Antonio.200 employees. seven-day work weeks with 12-hour shifts. this is not the case: the company's president got too close to a campfire. In 1991. then severed ties to the Tan family and instituted labor reforms and inspection practices in its offshore facilities. Texas.150 seamstresses. though a few of the higher end. was removed. some of whom had worked for . Although popular lore (abetted by company marketing) holds that the original design remains unaltered. most Levi's jeans are made outside the US. the brand was facing 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 which 1. paid what were then the largest fines in U. Levi Strauss faced a scandal involving pants made in the Northern Mariana Islands. and the rivet at the bottom of the crotch conducted the fire's heat too well.S. The company still produces these unshrunk. the offending rivet.

an outdoor goods manufacturer in Seattle. were $3 billion less than during its peak performance in the mid 1990s. Most cases center on the alleged imitation of Levi's back pocket double arc stitching pattern (U. rumors of a possible public stock offering were floated in the media in July 2007. Levi Strauss was again said to be profitable after declining sales in nine of the previous ten years. and no worker dividends were paid. Its total annual sales. According to the New York Times. In 2002. the company failed to make cash flow targets. After more than two decades of family ownership. having halted an employee stock plan at the time of the internal family buyout. .Levi Strauss for decades. Zegna. Levi Strauss began close business collaboration with Wal-Mart. Polo Ralph Lauren. However.and late-1990s. due to the global recession. India. to produce a high-end line of jackets and workwear. Levi Strauss Signature jeans can now be purchased at several stores in the US. In 2009. Levi's has successfully sued Guess?. By 2007. In June 1996. Esprit Holdings. producing a special line of "Signature" jeans and other clothes for exclusive sale in Wal-Mart stores until 2006.139. Levi Strauss leads the apparel industry in trademark infringement cases. Pakistan and Japan. as are shares of the company's Japanese affiliate. Shares in Levi Strauss stock are not publicly traded. the company partnered with Filson.254). the firm is today owned almost entirely by indirect descendants and relatives of Levi Strauss. In 2010. it was noted in the media for selling Jeans on interest-free credit. The corporation's bonds are traded publicly. Fuerza Unida picketed the Levi Strauss headquarters in San Francisco and staged hunger strikes and sit-ins in protest of the company's labor policies. Canada. saw their jobs exported to Costa Rica. the company offered to pay its workers an unusual dividend of up to $750 million in six years' time.S. Levi Strauss Japan K. filing nearly 100 lawsuits against competitors since 2001.K. trademark #1. of just over $4 billion. The company took on multi-billion dollar debt in February 1996 to help finance a series of leveraged stock buyouts among family members. among other companies. whose four nephews inherited the San Francisco dry goods firm after their uncle's death in 1902. Zumier and Lucky Brand Jeans. which Levi filed for trademark in 1978. During the mid.

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