Abstract
Jeans symbolize America: initially, it represented the hero of the conquest of the West, the cowboy. It then joined another American myth: that of the cinema. Youngsters were fascinated by the jeans toting character played by James Dean in Fury of Living.
Jeans were exploited thereafter by most of the social movements (feminism, hippie movement etc). Due to its largely unisex and democratic nature, jeans were easily integrated into the mainstream society. Today, in order to lure youngsters away from other types of trousers, jeans are poised between a return to the sources and a leap towards innovation, as demonstrated by the launch of the Levi's Type 1 jeans.
Founded in 1853 by Bavarian immigrant Levi Strauss, Levi Strauss & Co. is one of the world's largest branded apparel manufacturers with sales in over 100 countries. The products are sold under three brands: Levi's, Dockers and Levi Strauss Signature.
In 1873, Levi Strauss and Nevada tailor Davis patented the process of putting rivets in pants for strength, and thus, the world's first jeans were born.
Now, the company employs 12,400 people in the world, including approximately 1,500 people at its San Francisco headquarters.
Levi Strauss & Co. is a worldwide corporation organized in three geographic divisions:
Levi Strauss America, based in San Francisco (United States)
Levi Strauss Europe, Middle East and Africa, based in Brussels (Belgium)
Asia Pacific Division, based in Singapore.
