Levi Strauss & Co. historical Infographic

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THE LEVI STRAUSS CO. TIMELINES


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TIMELINE 1853 – 2000


1853
Levi  set up a small dry-goods house in San Francisco, which grows into a prosperous business over the next twenty years.
1873
Jacob Davis a tailor from Nevada invented to rivet the pocket corners on the pants for increased durability. Davis contacted Levi Strauss to agree to file a “jeans rivet” patent and started making waist overalls with copper rivets to strengthen the jeans.
The pants are called waist overalls (work wear) with these feature’s; one back pocket, Acurate stitching, watch pocket, chinch, suspender and buttons crotch rivet.
The first jeans had a watch pocket and still today one of the most Important details about the jean’s anatomy. In the 1960s, the watch pocket got another street name added, the “drug pocket.”
1886
The two-horse  brand leather patch introduced by Levi Strauss Co. to demonstrate strength of the jeans, and the patent riveted clothing.
1902
Levi Strauss Co. jacket named Type I jacket introduced  in the early 1900’s with LOT 506XX. One detail was the cinch-back, called “clinchers” with a silver buckle, later replaced with bronze and the single front pocket.
1906
Cone Mills North Carolina became Levi Strauss Co supplier of denim fabrics and later becomes one of Levi Strauss most important business relationship in their long history. The earthquake and fire destroy the headquarters and two factories of Levi Strauss & Co in San Francisco.
Levi Strauss Co. introduces the first LOT number 501 for their jean’s model (501 jeans). Why 501 was chosen is unknown because all Levi’s data was lost in 1906 San Francisco earthquake and fire.
1915
Simon David invents the “Koveralls” LS&CO. receives the Highest Award for waist overalls at the Panama-Pacific International Exposition.
1922
Levi Strauss Co. adds belt loops to the denim jeans.
1927
Cone Mills 10 oz. red selvage denim only for the Levi’s 501 jeans. Woven 29” wide looms also known as XX denim.
1928
Levi Strauss Co. register the word Levi’s as a trademark.
1934
Levi Strauss  Co. creates the first jeans for girls named “Lady Levi’s”.
1936
Levi Strauss Co introduces the  Red Tab placed on the left side of the right pocket with the capital letter. LEVI’S stitched in white.
1943
The Arcuate stitching design is registered as a trademark by Levi Strauss Co.
1953
Levi Strauss Co. introduces Levi’s type ll jackets; a modern version of the type l jacket; many fine details, the most visually different is an added front pocket.
1960
Levi Strauss Co. introduces a new denim jacket LOT number 557XX also known as the trucker jacket.
1963
Pre-shrunk Levi’s jeans are introduced to the market.
1964
Levi Strauss Co. launch STA-PREST jeans.
1967
Levi Strauss Co. introduces the new house mark the  “batwing” adopted in 1967, with the founder of Levi Strauss spelled Levi’s
1969
Levi Strauss Co. introduce Bell Bottom Jeans
1970
Corduroy & polyester jeans introduced by Levi Strauss Co.
1971
Levi Strauss Co. changes the red tab letters, LEVI’S was  written in capital letters, name changes to Levi’s small letter creating the concept Big E & LVC (Levi’s vintage clothing) started from 1971.
1986
Levi Strauss Co. the most successful advertising campaign ever was launched in 86. The mix of good story telling & rock music became classics & still  today talked about. The sales of 501 jeans rose with as much as 800% yearly and several songs used in the commercials  became top one hits in UK & America.
1996
Levi’s Vintage Clothing introduced globally. Replica of historical clothing from the Levi Strauss & Co. Archives throughout different decades and youth cultures.
1998
Levi Strauss Co. develops the global Trendscout teams, trend research for the next blueprint in denim jeans
2000
Levi Strauss Co. presents mega-trends 2000 – beyond first research about a change towards sustainable design importance for the brand in the nearby future.
Levi Strauss innovative new concept Levi’s RED is introduced, in the premium jean’s market. With fabrics such as hemp strengthen Levi Strauss Co their position among innovators and press. Engineered Jeans is the commercial spin-off of Levi’s RED
Levi’s engineered jeans introduced,  the 21 first-century  jean’s DNA
Levi Strauss Co introduces the new and modern re-design pocket labels, hand tags, tees and underwear for all jeans lines globally included Levi’s engineered Jeans.
2003
Levi Strauss & Co. celebrates the 150th anniversary of its founding.
2006
Innovative Levi’s eco organic jeans debut, catering to the eco-friendly consumer
2009
Levi Strauss Co. introduces “Made and Crafted” clothing inspired from the archive, modern fit and fabrics
2010
Levi Strauss Co. introduces Curve ID, custom jeans made to fit the curve of a woman’s body.
Levi Strauss Co. introduced a more sustainable jean’s line called Water<Less collection.
2011
Levi Strauss Co. introduces Men’s Commuter Jean, built for bicycling.


LEVI STRAUSS & CO. 1996 – 2001 the most creative years in modern time

The timelines present the long history and heritage of Levi Strauss Co with the most important jeans-wear introduction and other important dates; however, a few have been left out and other has been added, particularly the years between 1996 – 2000 the reasons are many: first of all, I was employed within the company between 1994 – 2001 and secondly,  the period between 1996 – 2001 was the most creative years in modern denim Jean’s history.  During those difficult years, the brand managed to turn a negative trend, Levi Strauss Co. was perceived by the market as grey, a dusty, old and somewhat boring brand without any newness or innovation. During those years Levi Strauss managed to transform into once again the leading jeans brand worldwide. The period of time is regarded by many as  the most creative years in the brand modern history.

LEVIS STRAUSS CO. FACED A DIFFICULT TIME

In the end of the 1990’s Levi Strauss, Co. faced a lot of new competitions, and the market denim market became very fragmented. Brand new fresh advertising such as Diesel stole a lot of tension from Levi’s and got loads of PR.  Non-denim fabrics became extremely popular, just mention the work-wear trends, Levi’s flagship 501 jeans had during the 1980s and 90’s grown incredible, and Levi’s people was blind and deaf to the fact that nothing grows into heaven. Signals from market, people  and research told the truth of a weakened brand and less sought-after Jean; however, at this point it was impossible  to avoid a fall without scratches. In my opinion, the 501 jeans became bigger than the brand itself and created a dangerous situation; most Levi’s people and especially those who had been in leading positions ignored early trend forecasts and did not realize the impact changing trends would cause trouble for the brand.
However, this was not the only issue making the downturn even harder; Nike started as the first major brand to outsource all productions throughout countries and producer offering lowest price, this made it impossible for Levi Strauss to compete. As most of the factory was owned and operated by Levi Strauss and many of them streamlined  for 501 jeans production.

THE CREATIVE TURN AROUND

Levi’s needed to take a grip on the situation, nevertheless; 2-3 years with a combination of poor product, marketing management and board decisions that did not put enough power behind it (allocated budgets). Finally, a very strong market driven leadership with sufficient resources worked the plan bringing the brand back to top position. Most people might not know that it was in Europe and not US the creative turnaround happened.

In 1998, the Trendscout project was established with a large network of trend-scout across Europe; US and Japan gave input monthly forming the future direction of products and marketing. One of the key findings  trend-scout project in 2000 mega trend was; sustainable fashion.  Concepts such as Levi’s Vintage Clothing (LVC) , smaller fresh collection’s Levi’s casuals,  1960s STA Prest,  All-duty work wear, future work-wear brand ICD+ (Industrial clothing division with build in mobile phones. MP3 player, etc.)  was launched in the market. The dusty old Levi’s labeling of products such as pocket labels, hand tags, packaging was re-designer and modernized. However, the revolutionizing project was launched of Levi’s RED, and the commercial spin-off and mass-market product Levi’s engineered was introduced and seen as the twenty-first century jeans’ blueprint. Together with innovative digital marketing, web sites and renewed and positive feedback from press and consumer managed Levi Strauss Co to turn the negative trend and take back the position as the leading and talked about fashion brand around the world.


POST AND  INFOGRAPHIC TIMELINES – Kenneth buddha Jeans
DENIM DICTIONARY A-Z
LEVI STRAUSS HISTORY TIMELINES PDF DOWNLOAD 
HISTORY & HERITAGE
LEVI STRAUSS VINTAGE LVC
MADE AND CRAFTED LEVI STRAUSS WEB SITE
LEVI 501 SHRINK TOO FIT – HOW TOO PUT YOUR SOUL INTO A 501 SHRINK TOO FIT JEANS
ADDITIONAL INFORMATION 1996 – 2001
TRENDSCOUT PROJECT 1998 – Kenneth buddha jeans
RE-LABELING 2000 – Design Mark Farrow – creative direction Caroline Parent, Kenneth buddha jeans
LEVI.COM – Peter Ingwersen
LEVI’S RED & LEVI ENGINEERED JEANS 2000, Christine Detlefsen, Rikke Korf, Caroline Parent, Kenneth buddha jeans


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Kenneth Lyngaas
I always try to be positive & have great energy to share. I try hard not to be affected by negative energy from others. I think that life is to short and that I do not have time to be grumpy, its only me that suffers from it and people around me. I believe that the whole universe is inter-connected, always in change and not everlasting. All people needs to develop positive karma, this will help us in the future. We all need to take care of this planet as we are only borrowing for a short time. So let us pass it on in a better condition than when we borrowed it. Remember next time we come around we might be able to borrow it again. I belive strongly that in a time like this we need strong visionary people that view the world as one. Enjoy
Kenneth Lyngaas
Kenneth Lyngaas
sustainableFASHION// dedicated the twenty-first century sustainable community and living. Every day, I deliver selected news on Eco design across the Internet. Most people appreciate an update without searching latest news themselves. Therefore, it’s already served. Don’t miss it, subscribe!
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