Perfect Fit- Levi's and Brad Pit

Levi's Korea - Son

The Gaslight Anthem launch Levi's new skinny jean

The original and definitive denim brand, launches their new men's skinny fit jean with the help of US rock band The Gaslight Anthem.

The Levi's 519 jean embodies the classic American rebellious rock attitude, and combines it with a modern edge. The progressive 519 jean is slim in the leg, with a gentle taper down to the ankle for a clean and effortless skinny fit. Produced from premium denim, the 519 has a touch of stretch to give a sharp but ultra comfortable feel. Highlight finishes for the season include indigo based ?Black Drift? as well as ?Kill City Black? for the iconic rock look.In conjunction with the 519 launch, Levi's is supporting rapidly rising American rock band The Gaslight Anthem on their European tour that kicks off in October. The band will be wearing the 519 jeans throughout their tour and will also feature in Levi's new campaign wearing the skinny jeans.
Signed to Side One Dummy Records The Gaslight Anthem?s recently released album ?American Slang? was tipped as one of the most highly anticipated albums for 2010 by Rolling Stone Magazine. Levi's new 519 skinny jeans will be available in store and online from October.

Check out Levi's facebook page for further information: facebook.com/levisuk

Zazzle and Levi's

REDWOOD CITY, CA, Oct 27, 2010 (MARKETWIRE via COMTEX) -- Zazzle, the world's leading platform for quality custom products, today announced a new collaboration with iconic American company Levi Strauss & Co. The collaboration will initially center on Zazzle's participation in the community-based Levi's(R) Photo Workshop in New York City, taking place October 8 through December 18, 2010. Zazzle is supporting the Levi's(R) brand with onsite customization technology, helping local New York City artists, photographers, and enthusiasts manifest their ideas instantly, as both apparel and fine art paper prints at the Levi's(R) Workshop.

The Levi's(R) Photo Workshop is the company's second community-based venue for collaboration and creative production. The facilities at the New York Workshop feature a professional-grade photography studio and vintage camera rental. From master classes to exhibitions, screenings, panels, and special events, the Levi's(R) brand has invited leaders from a variety of cultural fields, non-profit organizations, artists, and the general public to share these valuable resources.

Zazzle, online home to more than 30 billion unique consumer-designed products, is an innovative platform for all artists, brands, and creative product designers to express their creativity. During the event, Zazzle will enable professional photographers -- as well as consumers who happen to be in the neighborhood -- to use the Zazzle platform to print unique t-shirts and create fine art prints "on the fly." Additionally, Zazzle will have a mobile storefront at the Levi's(R) Workshop with a variety of Zazzle products offered for sale, with all proceeds donated to charities.

Supporting Quotes "Zazzle is proud to help facilitate the Levi's(R) brand's vision of offering creative resources to the arts community, and looks forward to the opportunity to collaborate with photography juggernauts Hamburger Eyes and Naomi Harris through our support of the Levi's(R) Photo Workshop in New York City," said Andy Howell, Zazzle brand director and founder of Artsprojekt, a division of Zazzle. "The Levi's(R) brand has created incredibly relevant and eclectic programs for the Workshop, and following the success of their San Francisco Print Workshop, we anticipate an exciting and action-packed couple of months."

Howell continued, "Through Zazzle's participation in the Levi's(R) Photo Workshop, artists and fans will be able to experience firsthand how Zazzle technology helps pinnacle brands create true immediacy in today's marketplace through co-creation. Photographers can shoot around Brooklyn, Manhattan, or even in Levi's(R) state-of-the-art studios. Then, using Zazzle technology, they can create prints and other products right in the Levi's(R) Photo Workshop. I invite all our Artsprojekt and Zazzle artists and photographers to come out and experience the Levi's(R) Photo Workshop firsthand."

"The Levi's(R) Workshops are all about providing people with tools to collaborate and create. The physical venue, the knowledgeable staff, the community of likeminded pioneers, and of course the actual equipment and services are all offered as part of our ongoing effort to encourage people to come in and get their hands dirty," said Joshua Katz, head of Collaborations, Partnerships & Creative Concepts for the Levi's(R) brand. "The integration of Zazzle into the Levi's(R) Photo Workshop in New York has helped us introduce an incredible set of resources for our collaborators and visitors. With the Zazzle printing technology, as well as the print-on-demand store powered by Zazzle on workshops.levi.com, people are empowered to make beautiful images a part of their life."

About Levis(R) Photo Workshop Levi's(R) Photo Workshop October 8 to December 18, 2010 18 Wooster Street, New York, NY 10013 Full schedule of events and exhibitions available at: http://workshops.levi.com

YouTube video overview of the Workshop: http://www.youtube.com/v/uttFnMtCqBA&hl

About The Levi's(R) Brand The Levi's(R) brand epitomizes classic American style and effortless cool. Levi's(R) jeans were invented by Levi Strauss & Co. in 1873 and have since become one of the most recognized and imitated clothing items in the world -- capturing the imagination and loyalty of people for generations. Today, the Levi's(R) brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi's(R) brand, its products and stores, please visit www.levi.com.

About ARTSPROJEKT Global Creative Network ARTSPROJEKT.com is the global community-based creative platform featuring made-to-order products designed by the most-wanted independent artists, designers, and brands worldwide. Fusing immediate cultural relevancy, the cutting edge of art and design, and the most powerful made-to-order product technology in the world, Artsprojekt empowers artists, designers, and brands to manifest their creative ideas instantly as retail collections and use the power of focused community to share their creations with fans worldwide. Founded in 2008, Artsprojekt is a unit of Zazzle.com, Inc.
Artsprojekt was founded by Andy Howell, a gallery and museum artist, entrepreneur, brand creator, author, former pro skateboarder, and innovator of creative youth culture for over twenty years.

Finally the artist wins. Launched in August 2008, ARTSPROJEKT is a unit of Zazzle. www.artsprojekt.com

About Zazzle Zazzle is the world's leading platform for quality custom products. Zazzle's proprietary technology enables individuals, professional artists, and major brands, including Disney and Hallmark, to create and offer billions of unique products for customers worldwide. Zazzle's rapidly expanding product base covers every topic imaginable and includes customized t-shirts, business cards templates, and personalized invitations in addition to a variety of other gifts. Upon creation, products are instantly and accurately visualized on the site and offered in the Zazzle marketplace. When ordered, each product is made on-demand, typically within 24 hours. Launched in 2005 and based in Redwood City, California, Zazzle's vision is to redefine commerce, powered by the world's imagination.

G-III Apparel makes Dockers and Levi's

G-III Apparel makes clothing for the whole family under several well-known brands. Recognizable names include Tommy Hilfiger, Levi’s, Dockers, Calvin Klein and several others. Since G-III Apparel was featured back in late July, the full-year Zacks Consensus Estimates have spiked. Forecasts for this year are up 37 cents, to $2.70, which is a 55% increase over fiscal 2010’s $1.74.Projections for fiscal 2012 jumped 40 cents, to $3.09, which is good enough for a 15% growth rate.

The huge increases came on the heels of the September 1 earnings surprise. Earnings per share came in at 15 cents, which was miles ahead of the 2 cent loss analysts were expecting.
Sales surged 39% to $189 million, up from $136 million a year ago. In addition to the fantastic results, the company also raised its full-year guidance. Analyst estimates are coming in at the high end of the range.

Trading at a Discount

One share of GIII will run you just 11 times forward estimates and if you factor in the growth you have an even better value, with a PEG of only 0.6.Special Offer: Get yields of 8% to 15% in fixed-income securities, including bank convertibles, Canadian trusts and preferred stock. Click here for instant access to Forbes/Lehmann Income Securities Investor.

Bill Wilton is the aggressive growth stock strategist for Zacks.com. He is also the editor in charge of the market-beating Zacks Small Cap Trader service

Levi's fit

Personal essay on the Levi's experience from the Rapid's Times

Out There: Times, jeans sure do change


October 23, 2010

 I didn't own a pair of Levi's until I was in my 20s and living in Wisconsin Rapids. It took a long time before they were "broken in," a soft, faded denim, with just the right amount of wear.While I don't remember what I paid for those jeans, I certainly know it wasn't the $50 or more kids pay today for the name brand, ripped and distressed jeans they wear.

You can get your jeans acid-washed, antiqued, creased, crushed, dirty, frayed, over-dyed, pre-ripped, sand blasted and sand washed, tinted or whiskered.And you pay a good price to have that done for you.

Used to be a time when if your jeans showed any of those characteristics, there was only one place for them: the trash.

I'm not sure what warrants tossing a pair of jeans to the garbage these days. What more can you do to them that hasn't already been done?

One of my kids -- who shall remain nameless for his own protection -- was caught sandpapering and otherwise destroying a perfectly good pair of jeans. There probably was more concentration and effort involved in that task than in his homework.

Of course, wearing jeans to class was all but impossible until I got into high school. When I was going to Catholic school, pants weren't allowed for many years. And wearing jeans to church? Unheard of. I used to tell my mother God wouldn't care what I wore to church, as long as I was there. She didn't buy it.

Times have changed.

Not only do students wear jeans to school, they wear everything from shorts, flip-flops, and flannel "lounge" pants (I call them pajama pants) to dressier clothes, including suits and ties.

Admittedly, I do enjoy casual Fridays at the office.

And, contrary to what might have been thought years ago, the sky does not fall when I wear jeans to church on Sunday.

Denim brand Levi's launches a global online community

Denim brand Levi's launches a global online community


Relaxnews Wednesday, 20 October 2010

Denim label Levi's has launched ShapeWhatsToCome.com, a global online community where young women around the world can connect with peers and mentors to seek advice. The social media initiative debuted in the United States, Japan and the UK on October 18, and allows users to connect with 20 Levi's ambassadors.

The ambassadors range from up-and-coming artists to 20-something entrepreneurs. They include the likes of Tammy Tibbetts, 24, founder of She's the First, which harnesses social media to fundraise for girls' education in the developing world, and photographer Lauren Dukoff, 25, who has filmed stars like Lady Gaga and Beyoncé. The ambassadors will post blogs and webcasts on the community webpage on how they achieved their goals and became as successful as they are today.

The site is interactive so users are encouraged to create profiles describing their future goals and list their professional experience. They can also tick a box to indicate whether they'd like to connect with an ambassador involved in design, film, animation, photography, education or entrepreneurship.



On why the online community will specifically target Millennials (ages 25-29), Levi's VP of Global Women's Marketing Mary Alderet said, "Today young women face more opportunity in their twenties than any other generation of women before them. It's important we understand their mindset and their cultural and societal impact." ShapeWhatsToCome.com is intended to become, in Alderet's words, "a global platform of women coming together to share, inspire, grow and shape their lives."

ShapeWhatsToCome.com may be the latest social web tool to be launched by a jeans company, but it's not the first. In 2007, Italian label Diesel rolled out a similar initiative to promote its Fall/Winter 2007 Collection when it set up the Denim Dating service, a fully-functional dating website that allowed users to post personal ads that were advertised on the homepage of Diesel.com. The service is now defunct.
ShapeWhatsToCome.com: http://en.shapewhatstocome.com/

External Validation for the way Levi Strauss and Co does business

CSR/Sustainability




•San Francisco Business Times Green Business of the Year Award — Large Company (2009)

•Catholic Charities CYO Loaves & Fishes Outstanding Corporate Philanthropy Award (2008)

•World Affairs Council of Northern California Award for Corporate Citizenship in a Global Economy (2005)

•The Points of Light Foundation George Bush Corporate Leadership Award &,dash; to LS&CO. Chairman Robert Haas for his strong commitment to volunteerism, both through personal example and by sponsoring employee programs (2004)

•Ms. Foundation “Gloria” Corporate Philanthropy Award — to the Levi Strauss Foundation (2004)

•San Francisco Beautiful corporate award — in recognition of our inaugural Community Day, held in 2000 (2001)

•Council on Economic Priorities corporate social responsibility survey — LS&CO. is ranked first out of 320 companies and assigned an “A” rating for charitable giving, disclosure, family benefits, minority advancement, women's advancement and workplace issues (2000)

•Auburn University Quality of Life Award (1997)

•The Business Enterprise Trust Lifetime Achievement Award — to the Haas family for providing “steadfast social leadership while successfully adapting to the rigors of global competition” (1995)

•The Council on Economic Priorities “America’s Corporate Conscience Award for International Commitment” (1994)

•The White House and Congress honors employees at the Customer Service Center in Canton, Miss., for their volunteer work in support of children and families in the Jackson and Canton communities (1994)

•Volunteers of America Maud and Ballington Booth Award for Distinguished Service to Humanity (1993)

•Business Ethics magazine “Excellence in Ethics” award (1993)

•Harvard University Dively Award for Corporate Public Initiative (1989)

•United Way Alexis De Tocqueville Award — to the Haas family for outstanding achievement in volunteerism (1985)

•Lawrence A. Wien Prize in Corporate Social Responsibility (1984)

Equality



•San Francisco LGBT Community Center — Impact Award (2009)

•Out & Equal Courage Award (2009)

•Asian American Legal Center of Southern California — Silver Anniversary Award (2008)

•InterAction “New Visions To End Poverty” — Certificate of Appreciation (2008)

•The Business Women’s Network Education Foundation’s first Legacy Award — for the Levi Strauss Foundation’s support of Project Change, launched in 1991 to fight racial prejudice and institutional racism in communities where LS&CO. has facilities (2001)

•The first Ron Brown Award for Corporate Leadership, presented to LS&CO. for Project Change, at a White House ceremony conducted by President Clinton (1998)

•The Philippines Department of Labor and Employment “Most Outstanding Family Welfare Programs” award, in the category of companies with 500–1,000 employees (1994)

•Advertising Age magazine declares Levi’s® "Women Breaking the Mold" ad “one of the most important commercials launched in the past 50 years” and says the ad broke new ground in American advertising by dismantling stereotypes about women (1993)

•The Governor’s Committee Media/Advertising Award from the New York State Office of Advocates for the Disabled — for our positive portrayals of disabled people in the “501 Blues” television ads (1985)

HIV/AIDS



•The Global Business Coalition on HIV/AIDS, Tuberculosis and Malaria — Leadership Award (2009)

•Certificate of Appreciation for Significant Contributions to the National AIDS Memorial Grove (2009)

•The Global Business Coalition on HIV/AIDS, Tuberculosis and Malaria —Business Excellence Award — Women and Girls Category (2008)

•AIDSWALK San Francisco — Third-Highest Fund Raising Team (2008)

•San Francisco AIDS Foundation Leadership Award — for more than 25 years of corporate commitment to the fight against HIV/AIDS (2007)

•YouthAIDS Corporate Citizenship Award — to LS&CO. and the Levi Strauss Foundation for 20 years of leadership and support of HIV/AIDS education and prevention programs (2002)

•The Hungarian “Salus Puplica” Award — in recognition of LS&CO.’s work on HIV/AIDS prevention in Hungary (2000)

•The Centers for Disease Control Organizational Award — for excellence in HIV/AIDS workplace programs by a large business (1997)

Worker Rights



•American Apparel and Footwear Association (AAFA) Excellence in Social Responsibility Award — “Creative Programs for the Workplace” category, in recognition of LS&CO.’s partnership with the Asia Foundation to improve the lives of migrant women workers in China’s Guangdong province (2006)

•Children’s Rights International’s first Leadership in Corporate Responsibility Award, for LS&CO’s efforts to combat the use of child labor through the Terms of Engagement (2005)

•The Martin Luther King Jr. Center for Nonviolent Social Change Management Social Responsibility Award — in recognition of the unique partnership formed between LS&CO. and UNITE (Union of Needletrades, Industrial and Textile Employees) (1996)

Launches a Communal Mentorship Forum for Young Women

Levi’s released the findings of a global study to better understand the challenges, expectations, goals and experiences Millennial women face around the world. The results show a surprising generational shift in life priorities and a need for a new, nontraditional form of mentorship. In response to these findings, the brand has launched ShapeWhatsToCome.com, a global online community where Millennial women around the world can connect with peers and mentors to shape their futures.

Aside from living in a dynamic, rapidly changing environment, there are many choices and options open to modern women, and technology has dramatically increased their access to these different avenues in their lives. While these Millennials are independent and focused on carving their own path in life, they are also actively looking for a new kind of mentorship: rather than a one-to-one, inter-generational passing of advice, they prefer to engage with their peers and other women of all ages and in different parts of the world who have experiences in their areas of interest. In fact, 94% of Millennial women agree that “the best mentors are people you can both give advice to and receive advice from.”

Key highlights from the Levi’s Shaping a New Future study include:

—96% percent of Millennial women worldwide list “being independent” as their most important life goal.

—Meanwhile, 87% of women surveyed defined success as “being able to shape their future.”

—Marriage and other more traditional pursuits—being a mother (68%), getting married (50%) and being wealthy (43%), were seen as far less essential in defining success.

—More than half (58%) of women worldwide “do not have a definite plan to achieve their long-term goals.”

ShapeWhatsToCome.com launches in the United States, United Kingdom, and Japan. Twenty inspiring Millennial “ambassadors”, engaged by the Levi’s brand and living in the U.S., UK and Japan ranging from up-and-coming artists and performers to twenty-something entrepreneurs and advocates for social change wukk enrich the community with content. Millennial celebrities who are uniquely shaping the future such as Zooey Deschanel of She & Him and singer/songwriter Janelle Monae will host live videocasts to further inspire community members.

Q3 2010 Levi Strauss and Co.

Levi Strauss & Co. reported its fiscal third-quarter profit fell 31% as the jeans maker recorded higher overhead and income-tax expenses, which masked sales growth and improved margins.
The company has said it expects its strong cash position to improve and fund ambitious retail growth plans. Levi, which specializes in riveted denim jeans and different lines of casual and street fashion, ended the quarter with cash and cash equivalents of $261.2 million, down 3.5% from a year earlier. Selling and administrative expenses, meanwhile, grew 15%.

Chief Financial Officer Blake Jorgensen told Dow Jones Newswires the company was pleased with the topline growth, which was driven by the U.S. market. He said the company has been investing in its business over the past year, and noted the latest sales growth reflects that investment strategy.

Levi and other jeans makers have also gotten more aggressive about branding -- with some using crude language to describe the backside -- as they seek to stand out in a crowded denim field in a challenging economy. Meanwhile, Levi last month launched an interactive digital fitting feature on its website that helps women buy fitted jeans online.

Jorgensen said the company's interactive feature was doing "very well," with women coming into the store either already knowing their fit or with some knowledge about certain components. He said educating consumers was part of the feature's success.

For the quarter ended Aug. 29, privately held Levi's profit declined to $28.2 million from $40.7 million.
Revenue jumped 6.6% to $1.11 billion. The Americas, where Levi does the bulk of its business, posted a 9.3% increase. Sales in Europe fell 2.6%, reflecting unfavorable currency effects, while it grew 11% in the Asia Pacific region on the company's expanded retail network in China, India and other emerging markets.

Although Europe reported growth on a constant currency basis, it is still a "very difficult market," according to Jorgensen, particularly in southern markets like Spain and Italy. Northern markets, with the exception of the United Kingdom, reported stronger results. Other markets like France and Germany have seen stability, although consumers haven't come racing back to the store, Jorgensen said.

Gross margin widened to 49% from 47.5%, thanks to a higher contribution from company-owned stores, which generate a higher margin than the wholesale business. Meanwhile, income-tax expenses jumped 52% to $20.3 million.

-By John Kell, Dow Jones Newswires; 212-416-2480 begin_of_the_skype_highlighting 212-416-2480 end_of_the_skype_highlighting; john.kell@dowjones.com

Levi's Previous Business moves

In the 1980s things began to change for Levi Strauss and company. Growth slowed in the aged 12-24 primary market. Levis decided to expand product lines as sales of 501s declined. They produced corduroy pants and more stylized denim pants for men, women and children. They produced ‘action suits’, blazers, sportswear, and thousand of different articles of clothing for families including maternity wear. At this point they also considered acquisitions as a strategy to provide further growth. In 1979, they acquired Koracorp Industries for $185 million to enhance its women’s wear division. Koracorp included Koret women’s wear, Pyer-Rolnick hats, Oxford men’s suits, and a European based children’s clothing division. Levis also bought Pesitol hats, Rainfair Industrial clothing, Frank Shorter running gear. In addition it established several licensing agreements which allowed the Levis labels to be used on shoes and socks, and with the designers Perry Ellis, Alexander Jullian, and Andre Fezza for a more upscale market segment. Now Levi Strauss was in a position to meet the demand of almost any market need.

Unfortunately the customers did not see it that way. In spite of the diversification and even with a hugely expanded advertising budget which increased to $100 million in 1978, the company’s sales declined every year from 1980 to 1983 with a net income decline of 76%. In 1981, Robert Grohman took over as chief executive officer (CEO), marking the first time the company was led by someone without ties to the Strauss family.

In 1983, Levis began selling in Sears and JCPenney but the net result was not positive beyond the first year. They had simply diversified too much. They no longer had a clear and distinctive identity. The decision was made to focus on core products and to improve retail relationships which had suffered from too little attention and quality issues. Grohman could not turn the company around, and Robert Haas, son of Walter Haas Jr., took control in 1984. In October of 1984, Tom Tusher was named Executive VP and CEO. He nixed a potential deal to expand into Wal-Mart and Kmart in favour of focusing on existing distributors. He directed focus onto preservation of the ‘important values and traditions’. Jeans and corduroys created two thirds of their revenue and thus they were to be re-emphasized. This is an important choice that many companies today are just beginning to imitate. The company was directed to grow from the bottom line through efficiencies, market penetration, and cost savings.

In mid 1985, the LS&Co. lost $114 million. It was taken private through the largest ever leveraged buyout valued at $1.65 billion. Almost immediately, licensing agreements were cancelled with Perry Ellis and Andrew Fezza. Noncore businesses were sold to pay down debt. These included: Rainfair in 1984, Resistol in 1985, and Oxford, Frank Shorter and Koret of North America in 1987. (It should be noted that somehow LS&Co. missed a huge opportunity and trend in the Frank Shorter Company. The man who established this company was an utter icon in the running industry. I believe that if they had any of the talent or vision that Nike demonstrated in this period they could have made this into a multimillion dollar business). In addition, 40 factories were closed and 12,000 employees were let go by 1986. Even with all these changes market forces were against them. Consumer tastes had changed and competition increased. Designers like Calvin Klein, Bill Blass, and Gloria Vanderbilt usurped Levis place as the fashion icons. Levis had not kept pace with the consumer demands and missed the trends toward bleached, faded or ‘washed’ denim.

Levi's essence

Levi's Economic picture

In the Americas, Levi’s has come back in a big way with their newest advertising campaign for jeans which features a very patriotic theme. In 2010, Levi’s advertised during the Superbowl and the ads which have a Walt Whitman poem as a voice over were a great hit. Levi’s had also purchased a number of retail stores and spent considerable sums on refurbishing the stores for a more contemporary shopping experience. For the first part of 2010, there were rising sales in the Americas. Strong currency exchange also lifted earnings results for denim sales for Levi’s. For the first quarter they reported a 17.2% rise in earnings to $56.4 million compared to $48.1 million for the same period in 2009. Revenues increased 8.8% to $1.04 billion from $951.5 million and sales gained 9.1% to $1.02 billion from $931.3 million with the Levi’s brand accounting for 84% of sales. American sales rose 8.2% to $545.2 million from $5.03.9 million. This was influenced by currency exchange but gains were also noted for the Levi’s men’s, juniors and boys wholesale channel.

At the same time the Dockers label and Signature Label showed declines. Robert Hanson, president of Levis Strauss Americas has said that revitalization of the other brands is in the works. While sales were down, Hanson reported that the Superbowl ads did provide a bump for Dockers and that online sales had increased as a direct result. Interestingly, Docker’s Europe has shown double-digit growth. European revenues rode 14.5% to $306.1 million from $267.3 aided by favorable currency exchange. The wholesale segment showed declines which were offset by company owned stores.

In the Asia Pacific region, India and China remain the growth engines. Revenues are up 2% to $183.8 million but that was boosted by a very favorable exchange rate which masks a slight decline. This was caused by lower sales in Japan. Stores are being added across India and China. In addition, LS&Co. is experimenting with selling jeans on credit with no interest fees in these markets.

History of Levi's Marketing and Consumer demand (Beginning to 1940)

Levi Strauss had a knack for marketing. He found a need, satisfied it with a quality product, continued to listen to the consumer, adapted where necessary and made sure everyone knew who had made the product. In 1853, he started by having a tailor make ten pairs of pants out of canvas fabric that he had brought west with him for the purpose of making tents. Always adaptable, Levi realized that tents were not in demand but that the miners of the gold rush could not find durable pants. He found and satisfied a need. Everyone called them ‘those pants of Levi’s’ and a legend was born.

Once the canvas was gone, Strauss sought out an even more durable fabric from France called ‘serge de Nimes” which became known as denim. They were dyed the distinctive blue because indigo dye was the cheapest and most permanent die available. They were stitched with a distinctive pattern and the seams were reinforced for durability. In 1872 Strauss funded the patent application for an innovation from one of his subcontracted tailors. Jacob Davis realized that reinforcing certain seams and fabric joints with copper rivets would enable the pants to wear longer and hold up to abuse. Soon this innovation became a selling feature and a method of differentiation. By 1877, Levi Strauss became a charter member of the San Francisco board of Trade. This man knew the value of networking and soon he also took four fatherless nephews into the business.

Levis Strauss gave the jeans the lot number 501 and a less expensive version was dubbed 201 to keep track of the products in the inventory of his dry goods business. In 1886, Levi had his tailors attach a leather patch to the back waste of the jeans which featured the now famous two horses pulling a pair of jeans from either direction to demonstrate their durability. This patch was America’s first apparel trademark and it was done to reinforce the brand because the original patent was set to expire in 1890. Levis continued in business until he died in 1902 at which time he willed his company to four sibling nephews who, like Levi, had lost their own father. I suspect that this infusion of four owners prevented the company from declining as companies often do. It remains a family owned business to this day.

The jeans continued to sell past the turn of the century and in 1910 the new owners of Levi Strauss and Company (LS&Co.) improved the jeans again. The inner seams were felled. This made them even more durable and rip resistant. The new owners had a knack for marketing too and entered the jeans into the Panama-Pacific Exposition in San Francisco in 1915 where they won a “Highest Award”. That same year they switched to denim made in America in North Carolina paving the way for the ‘all American’ reputation which helped to build the brand. The style remained virtually the same since Levi Strauss’ initial design but in 1922 they listened to the customer again and to evolving fashion trends and added belt loops. By 1927 they started using an even heavier weight of fabric. In 1928 Levi’s (the name) was registered as a trademark.

Sales continued to be excellent into the 1930s. At that time there was a new marketing miracle. Western movies became the rage and Levi’s jeans were prominently featured as the apparel of the rugged frontier life.

Movie appearances which featured characters who wore Levi’s jeans would influence more than one generation of Americans. To ward off competitors who were imitating the jeans, Levis began to stitch in a small red tab with the Levis name in capital letters into the side seam of the back pocket on 501 jeans in 1936. Creative marketing was never far from the company’s mind and this proved to be an excellent method for defending sales and the brand. To address complaints about the scratching of furniture and of saddles, the rivets on the back pockets are installed and then covered over by the seams.

The next big event for America and for Levi’s jeans came with WW2. America was building for war and the government declared that Levis jeans were an essential commodity. They were available primarily to defence workers. Rules set by the War Production Board led to the removal of the crotch rivet, the watch pocket rivets and the back cinch in order to save fabric and metal. Decorative stitching was also removed but factory workers actually painted the design onto the pants to continue the distinctive branding. In 1943, the pattern of ‘Arcuate’ stitching was actually registered as a trademark by the company. After the war the features of the jeans were restored and soon a zippered version was added to meet ‘eastern’ demand and the red tab was now stitched with Levis on both the exposed and the interior facing side.

Jefferson AirPlane- Levi's ad

Levi's Women- Vintage ad

NYC and Levi's workshops

.NYC will soon be home to the second Levi's 'workshop'  an endeavor devoted more to educating potential buyers-into the heritage brand's newfangled Americana ethos than selling wares, hit San Francisco earlier this year with a bang. It welcomed the likes of Alice Waters, Craig Newmark, and Shepard Fairey, who taught participants how to make things like cookbooks and baseball cards in collaboration with the San Francisco Giants’ outreach program, Junior Giants. Now it's NYC's turn. Levi's is taking over the old Dietch Projects Wooster Street space in Soho.


“This time the work shop will be devoted to photography, hosting gallery shows, and offering vintage camera rentals in a ‘professional-grade studio,’” says The Scout. And, in honor of its opening, TinyVices’s Tim Barber has curated an exhibition called New Work New York, featuring NYC-themed art from three-dozen locals including Jason Nocito, Peter Funch, and Christine Osinski, among others.

Levi’s brand

About The Levi's® Brand

The Levi's® brand epitomizes classic American style and effortless cool. Levi's® jeans were invented by Levi Strauss & Co. in 1873 and have since become one of the most recognized and imitated clothing items in the world – capturing the imagination and loyalty of people for generations. Today, the Levi's® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style.

Levi's Photo workshops

The Levi's® Photo Workshop will house a variety of distinct public resources: a photo shop offering vintage camera rentals and various for-sale products related to photography, an on-demand printing center, exhibition space and a professional-grade studio with photo assistants and digital technicians. Local artists, community groups and non-profit organizations will use this equipment to create their own photography-based work to be exhibited and/or sold in the Workshop. The space will also sell a selection of camera-related equipment and artifacts, unique Levi's®-branded Workshop products like denim camera bags and lens wraps, as well as select Levi's® 511 and 505 Corduroys and Trucker Jackets. All proceeds from sales at the Levi's® Photo Workshop will benefit New York-based non-profit organizations, including: The Five Boroughs Foundation of Photography, Hetrick-Martin Institute / Harvey Milk High School, Lower Manhattan Cultural Council and Edible Schoolyard New York.




Central to the Levi's® Workshops program are collaborations with esteemed photographers and notable pioneers, from the worlds of architecture and design, culinary arts, music and fashion, including:



•Master photographer Bruce Davidson has called New York home for over fifty years, and many of his best-known series, including "Brooklyn Gangs," "East 100th Street," "Subway," "Lower East Side," and "Central Park" focus on the character and culture of this diverse and ever-changing city. On December 9, 2010, Davidson will show an overview of his life's work and participate in a Q&A session. A book signing for his retrospective, Outside/Inside, will be held following the talk.

•Nick Zinner, guitarist from the highly-acclaimed band the Yeah Yeah Yeahs, will exhibit 1001 prints from his personal collection of photographs taken on the road.

•Since the first issue of 30 Xeroxed pamphlets was printed in 2002, San Francisco-based Hamburger Eyes has garnered attention and adoration from the photography world. In collaboration with the Levi's® Photo Workshop, Hamburger Eyes will boldly try to capture the range of shutter bugs to pro shooters that walk through the doors of the Workshop. The working title for this print-on-demand and online/digital publication is Yearbook: Every Photographer in New York.

•Chef April Bloomfield has promoted sustainability and resourcefulness in fine restaurants from London to Berkeley's Chez Panisse and, of course, her four restaurants in New York City. Levi's® Photo Workshop will collaborate with Bloomfield and The Breslin at the Ace Hotel by celebrating her culinary craft with three unique photography-based collaborations.

•The Impossible Project has embarked on the most exciting analog adventure of all time:. they are saving analog Instant Photography from extinction by inventing and manufacturing entirely new and creative instant films for vintage Polaroid® cameras at the former Polaroid® factory in Enschede, Netherlands,

•With a distinguished heritage of craftsmanship and precise mechanics, Leica® is in a class of its own. In addition to a unique installation of film camera models dating back to the 1920s, like the Compur and the limited-edition Gold M4-2 (made to commemorate the inventor of the Leica® camera), a range of digital cameras including the S-System will be available for rent in the Workshop Studio.





The Levi's® brand has historically committed itself to values of community, craftsmanship and social responsibility. In this tradition, the Levi's® Photo Workshop, will offer twice-a-week educational programming to the public in the form of lectures and workshops. The Levi's® brand has also built strong ties with four local non-profit organizations that exemplify the spirit of the Workshop: The Five Boroughs Foundation of Photography, Hetrick-Martin Institute / Harvey Milk High School, Lower Manhattan Cultural Council and Edible Schoolyard New York.



"We're excited to be here in New York, working with some of the most inspiring people in this city," said Joshua Katz, head of Collaborations, Partnerships & Creative Concepts for the Levi's® brand. "This program is about sharing resources and engaging the public, and photography is a great way to do that while promoting the values that are intrinsic to the Levi's® brand."



Levi's® Workshops will continue global involvement through its dedicated website, various social media platforms and daily syndicated content. The Levi's® Photo-specific workshop website will launch on October 7, 2010. Original content, including articles from guest bloggers will be posted daily and distributed in partnership through Gowalla, VBS.TV, Facebook and Flickr. Films will spread the message of the Levi's® Workshops and document the specific activity happening inside the Levi's® Photo Workshop. The website will also include nationwide contests and giveaways involving various forms of idea collaboration and sharing. For more information about Levi's® Workshops, the Levi's® Photo Workshop and a full list of events, please visit: http://workshops.levi.com

Levis

•

Levi's Library POP

Levi's - We are all workers

Vintage Ad- Leisure suits anyone?

Curve ID jeans RACIST?

Levi's Curve ID jeans campaign, which identifies three main body types – slight curve, demi curve, and bold curve – of around 80 percent of women around the world, has been plagued with controversy. A lot of bloggers and feminine activists criticize the ad, saying it prefers some body types over others.Some even brand it as "racist" when the main page of the brand's website featured an image of three light-skinned models.
PLEASE- Having studied Levi's for some time now- this is the company least likely to be racist!

The company's VP of global communications, Mary Alderete, and director of global communications, Alexa Rudin, explained that there were actually three different print ads that rotated in the range of the three shapes for the ad. And in those three ads, there were nine women that reflect the range of diversity.They also responded to the claims of the critics that although they have shot both light-skinned and dark-skinned models for the ads, the Caucasian models were used front-and-center in the campaign.

Alderete replied, "But the most important thing to understand about the Levi's brand is we've always been a democratic, inclusive brand. If there's anything that I feel passionate about reinforcing and addressing in our campaigns is that ethnic diversity is not a checklist for us."

"We actually shot Caucasian women, African-American women and Hispanic women, but what ended up being more visible was what looked like a one-dimensional presentation of women." Another concern that was raised is the size range of the jeans, which approximately fit a 2 to 14 when critics point out that a lot of women are beyond those sizes. The company answered, "It has always been our desire to fit women of all sizes and shapes globally. It was such a big shift for us to take on the industry to get women to stop shopping for waist size and leg opening and consider it's really about their shape."

"It has always been part of our plan [to add sizes] and we have been in ongoing conversations with women of extended sizes and also we've researched an even curvier body shape for a fourth fit."

Discovery en Espanol

Levi’s has rolled out a new US TV series on Discovery en Español, Norte a Sur: Una Ruta, 5 Experiencias, which follows five American Latinos as they travel along the Pan-American Highway from Alaska to Argentina. The show will be aired every Saturday until 27th November.


The dedicated NorteASur5enruta website and Facebook fan page are the places to go or back episodes and contests, and are also used to showcase the Latinos qunitet’s favorite Levi’s garments.

“Five Strangers. One road. Thirty days travelling together. What could possibly happen?” the brand asks.