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Denim History – “Levi’s As America: A Riveting Icon”

Earlier this month while researching Levi Strauss & Co. for a presentation about Corporate Social Responsibility, I stumbled across a set of YouTube videos documenting the history of Levi’s in America. This post is somewhat of a continuation of Raw Denim Reading – “Denim: From Cowboys to Catwalks…” because it covers many aspects of the book (the author, Paul Trynka, is even interviewed!).

As you all know, Levi’s is highly respected for being the original denim company. Founded in 1853 by Levi Strauss, they started making denim shortly after Jacob Davis and Levi Strauss teamed up to secure the patent for the pocket rivets in 1873. It’s highly recommended for any denimhead to know the history of Levi Strauss & Co. because of their rich and interesting history in the denim scene.

Although there was a period where Levi’s deviated from its roots (the raw denim roots, that is), they have since re-released lines (i.e. Levi’s Vintage Clothing) that would appeal to any raw denim enthusiast.

Their current lineup regularly features several lines of raw denim with the descriptions “raw,”selvedge,” and “rigid” for affordable prices (See: 5 Raw Denim Under $100 – Part 1/2). Remember that raw denim is the more environmental choice (See: Raw Denim – The Environmental & Green Choice)!