IN 1873,
LEVI’S
®
INVENTED
THE BLUE
JEAN.
5
A SYMBOL OF
PROGRESS.
AT THE CENTER
OF CULTURE.
6
1873
JACOB DAVIS AND
LEVI STRAUSS RECEIVE
A PATENT ON THE
PROCESS OF RIVETING
PANTS. THEY MAKE THE
FIRST BLUE JEAN.
1906
LEVI STRAUSS & CO. BEGINS TO
BUY DENIM FROM CONE MILLS
IN GREENSBORO, NORTH
CAROLINA — A RELATIONSHIP
THAT CONTINUES TODAY.
1941
LEVI’S® TAKES A STANCE
ON EQUAL RIGHTS BY HIRING
AFRICAN-AMERICAN WORKERS
IN ALL CALIFORNIA FACILITIES.
THIS ACTION WAS TAKEN FOUR
YEARS BEFORE THE CIVIL
RIGHTS ACT, AND LEVI’
INSISTED ON INTEGRATED
WORKPLACES FROM THAT
POINT FORWARD.
1960s
LEVI’S® GETS POPULAR IN
THE MUSIC WORLD:
- “SURFIN USA” ALBUM COVER
- WHITE LEVI’
- ROLLING STONES
LEVI’S® ADOPTS THE
SLANG “JEANS.
1983
LEVI’S® MAKES ITS FIRST
FORAY INTO TV ADVERTISING.
1970s
LGBTQ ACTIVISTS WEAR DENIM
AS A SYMBOL OF FREEDOM,
REBELLION AND PROGRESS.
WITH EQUAL EMPLOYMENT
OPPRORTUNITY AND
AFFIRMATIVE ACTION, LEVI’S®
FORMALIZES ITS LONG-STANDING
COMMITMENT TO FOSTERING
A DIVERSE WORKFORCE.
THE COMPANY IS ONE OF
THE FIRST TO DEVELOP
COMPREHENSIVE HIV AND
AIDS EDUCATION AND HEALTH
SERVICES FOR EMPLOYEES
AND THEIR FAMILIES.
1985
“LAUNDERETTE” AIRS.
THE AD IS VOTED #4
OF THE TOP 100 OF ALL
TIME, WHICH BRINGS
LEVI’S TO AN ICONIC
STATUS IN THE UK.
1886
THE TWO-HORSE BRAND
LEATHER PATCH IS FIRST
USED, DEMONSTRATING THE
STRENGTH OF THE PANTS.
LEVI’S® CREATES THE FIRST
JEAN FOR WOMEN, ADVOCATING
FOR GENDER EQUALITY.
1963-1964
1950s
HOLLYWOOD PUTS ALL THE BAD
BOYS ON MOTORCYCLES AND
IN DENIM. LEVI’S® JEANS ARE
BANNED FROM THE SOVIET
UNION BECAUSE THEY HAVE
BECOME A SYMBOL OF FREEDOM.
THEY BECOME A DESIRABLE ITEM
ON THE BLACK MARKET.
LEVI’S® INTRODUCES
PRE-SHRUNK JEANS AND
STA-PREST SLACKS, THE FIRST
WRINKLE-FREE PRODUCTS.
1969
WOODSTOCK WAS CONSIDERED
TO BE CLOTHING-OPTIONAL, BUT
MOST ATTENDEES ARRIVED CLAD
IN COUNTERCULTURE YOUTH’S
TEXTILE OF CHOICE: DENIM.
1975
BY THE END OF THE VIETNAM
WAR, LEVI’S® STURDY,
SHRINK-TO-FIT JEANS STANDS
FOR ROCK-AND-ROLL, FREEDOM,
SEXUAL LIBERATION,
WORKING-CLASS INTEGRITY,
RURAL SOUL, AND URBAN FUNK.
1984
LEVI’S® IS THE OFFICIAL
OUTFITTER OF THE U.S. OLYMPIC
TEAM AND THE LOS ANGELES
GAMES STAFF.
1966
1934
OPENING OF THE SANTA CLARA
LEVI’S® STADIUM.
7
1989
PEOPLE WHO DISMANTLE
THE FIRST BRICKS OF
THE BERLIN WALL ARE
FAMOUSLY PHOTOGRAPHED
WEARING BLUE JEANS,
WHICH AGAIN REPRESENTS
FREEDOM AND PROGRESS.
1990s
LEVI’S® DOCKERS INTRODUCES
“GUIDE TO CASUAL BUSINESS
WEAR” AND IS HAILED
REVOLUTIONARY FOR CREATING
A CULTURAL SHIFT THAT
PROPELS THEIR KHAKIS INTO
THE MAINSTREAM.
1996
LEVI’S® IS THE FIRST APPAREL
COMPANY TO SET WATER
STANDARDS FOR ITS
CONTRACTORS.
2001
LEVI STRAUSS & CO. IS ONE
OF THE FIRST COMPANIES TO
ESTABLISH A RESTRICTED
SUBSTANCES LIST, PROTECTING
CONSUMERS AND WORKERS’
HEALTH FROM CERTAIN
CHEMICALS.
2006
LEVI STRAUSS & CO.
ESTABLISHES THEIR 2006
GREENHOUSE GAS
INVENTORY IN NORTH
AND SOUTH AMERICA.
2009
THE LEVI’S® BRAND LAUNCHES
ITS “CARE TAG FOR OUR
PLANET” INITIATIVE, CHANGING
THE PRODUCT CARE TAGS IN
LEVI’S® PRODUCTS TO
ENCOURAGE CONSUMERS TO
WASH LESS, WASH IN COLD,
LINE DRY, AND DONATE WHEN
NO LONGER NEEDED.
2014
2016
LEVI’S® OPEN-SOURCES ALL OF
ITS WATER<LESS TECHNIQUES,
SHARING THEM WITH THE WORLD
TO HELP CONSERVE WATER.
LEVI’S® STADIUM HOSTS SUPER
BOWL 50, AND LADY GAGA,
BEYONCÉ, COLDPLAY, AND
BRUNO MARS PERFORM.
1990S LEVI’S® PIONEER
WORKPLACE PRACTICES
INCLUDING TIME OFF WITH
PAY, FAMILY AND MEDICAL
LEAVE, CHILD CARE FUNDS
AND BENEFITS.
1993
LEVI’S® “WOMEN BREAKING THE
MOLD” AD BREAKS NEW GROUND
IN AMERICAN ADVERTISING BY
DISMANTLING STEREOTYPES
ABOUT WOMEN. ADVERTISING
AGE NAMES THE AD ONE OF
THE MOST IMPORTANT
COMMERCIALS LAUNCHED OF
THE PAST 50 YEARS.
2000
TIME NAMES THE 501
THE “FASHION ITEM
OF THE CENTURY.
LEVI’S® INTRODUCES
ENGINEERED JEANS.
2003
THE HUMAN RIGHTS
CAMPAIGN FOUNDATION
GIVES LEVI STRAUSS & CO.
A PERFECT SCORE FOR
THE WAY IT TREATS LGBTQ
EMPLOYEES, CONSUMERS,
AND INVESTORS.
2007
LEVI STRAUSS & CO. IS ONE
OF THE FOUNDING MEMBER
SIGNATORIES OF THE CEO
WATER MANDATE.
2010
LEVI STRAUSS & CO. JOINS THE
“BETTER COTTON” INITIATIVE,
AND THE LEVI’S® BRAND
LAUNCHES THE WATER<LESS
COLLECTION.
2015
LEVI’S® IS THE FIRST APPAREL
COMPANY TO ESTABLISH A
PROCESS THAT IDENTIFIES SAFE-
ONLY CHEMISTRY FOR
ITS PRODUCTS.
1992