Levi Strauss & Co.
Pioneering American apparel maker Levi Strauss & Co. (LS&CO.) has jeans in its genes. A global manufacturer of brand-name clothing, LS&CO. sells jeans and sportswear under the Levi’s, Dockers, Signature by Levi Strauss, and Denizen labels in more than 110 countries. It also markets men’s and women’s underwear and lounge wear. The Haas family (descendants of founder Levi Strauss) controls LS&CO. LS&CO. distributes its brand products through more than 695 company-operated stores located in over 30 countries, and through the third-party and first-party online stores. LS&CO. makes more than 75% of its revenue from Levi’s branded men’s pants.
Founded : 1853
Headquarters San Francisco, California, United States
The company traces its origin to Levi Strauss (1829–1902), a Bavarian immigrant who arrived in San Francisco in 1850 during the Gold Rush, bringing dry goods for sale to miners. Hearing of the miners’ need for durable pants, Strauss hired a tailor to make garments out of tent canvas. Later, denim was substituted, and copper riveting was added to pocket seams. A merchandising partnership of Strauss and his two brothers, Jonas and Louis, was formed in 1853.