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In 1847 an 18 year old immigrant from Bavaria named Levi Strauss arrived in New York to work in his family's dry goods business. Within 6 years Levi Strauss opened a branch of the family business in San Francisco. There he sold bolts of cloth to a Latvian tailor named Jacob Davis. Davis fashioned the first practical waist overalls for working men. When the pockets became worn and ripped Davis added copper rivets to strengthen them. Davis could not afford to take out a patent on his pants. He invited Levi Strauss to invest with him to manufacture his waist overalls.
Strauss and Davis opened a factory in 1873 making waist overalls with indigo dyed cotton twill fabric and the copper rivets on the pockets. Shortly thereafter the double row of orange stitching appeard on the back pockets completing the iconic Levis jeans. Soldiers in the Second World War relied on the US government to send supplies of Levis. While on leave soldiers gave Europeans their first introduction to Levis, which now hold the rights for the longest running registered trademark. Fashion designers and movie stars have put thier own spin on Levis by promoting USA's wildwest and cowboy themes. The glamorous Marilyn Monroe, Elvis, and Marlon Brando all wore Levis jeans. The Levis Jeans design has changed very little over their lifetime, just as the desire to own a pair has also survived the test of time.
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