Levi's are a brand of riveted denim jeans manufactured by Levi Strauss & Co..
Contrary to an advertising campaign suggesting that Levi Strauss sold his first jeans to gold miners during the California Gold Rush (which peaked in 1849), manufacture of denim overalls only began in the 1870s.
Modern jeans began to appear in the 1920s.
By the 1990s, the brand was facing competition from other brands and cheaper products from overseas. Production facilities in Canada and the United States closed and supply of finished products came from places like China, Hong Kong, Vietnam, Lesotho, Dominican Republic, Colombia and Mexico.
Levi's product lines include:
In 2000, the "Launderette" advert for Levi's 501s was named the 6th best television commercial of all time, in a poll conducted by The Sunday Times and Channel 4.
RedWire DLX Jeans
Denim giant Levi Strauss has designed a pair of jeans able to control a wearer's Apple iPod music player.
The RedWire DLX Jeans will have an iPod remote control and docking station fitted in its pockets, and comes complete with attached headphones.
To be launched in August 2006, the jeans will cost approximately $200 (114).
Levi Strauss is not the first to produce iPod-compatible clothing, but it is believed to be the first to do so for trousers or jeans.
No pictures have yet been revealed of the RedWire DLX, or details of how exactly the owner will be able to wash them.
Learn more about Levi's from their web site at www.levis.com
Designer Definition (from U.S Department of Labor)