Brand name: Levi's (Levi's) Country of creation: United States LEVI'S LOGO

Creation date: 1853 Levi's (Levi Strauss) is often referred to as Levi's, and its Chinese translation is Levi's. General agent of Levi's China: Li Hui Commercial Trading Co., Ltd. is a world-famous private clothing company, famous for its jeans. The company was established in 1853 and is owned by Levi Strauss's four nephews. Founder Levi Strauss made the first pair of Levis jeans for mining workers in San Francisco around 1850 from the rough canvas originally used to make tents. Because of the durability of the jeans, they quickly gained popularity among mining workers. By the 1990s, the brand was facing competition from other overseas brands and cheaper products. Production facilities in the United States and Canada have been closed and supplies of finished products come from China, Hong Kong, Colombia, the Philippines, Vietnam and Mexico. In 1850, miners were digging for gold in the mines of California, but they could not buy a pair of trousers that were strong enough to withstand the nature of their work. It wasn't until the young Levi Strauss came to San Francisco to sell fabrics (including canvas for tents) that the situation changed. Strauss used canvas trousers to save the knees of many miners from being bruised. Therefore, the miners called those pants Levi's. Levi's (Guangzhou) Clothing Co., Ltd. integrates the research and development, production, information, logistics and sales of denim clothing. It is led by brand strategic marketing and operates the Chinese market with the outlet (brand discount) chain model. Levi's (Guangzhou) Clothing Co., Ltd. has a professional brand marketing team and a product distribution center of more than 3,000 square meters. The total production base covers an area of ??about 60 acres and is located in Beijing, Guangzhou, Fujian, Xijiang, Chengdu, Jilin and other regions. . In 1873, a young man named Jacob Davis suggested to Mr. Strauss. Driving copper rivets into the corners of Levi's pockets can improve the pocket's fastness and appearance. As a result, they agreed to share the first patent in Levi's improvement process. In 1886, because the durability of Levi's jeans was already well-known, Levi began to add the now-famous "two horses" logo on the back of his Levi's jeans. Around the same time, the back pockets of Levi's jeans were also improved with double arc seams. All Levi's jeans today still use this special stitching method. The double arc seam method is also the oldest clothing trademark today. Jeans LEVIS

The 1906 San Francisco earthquake destroyed Levi's factory and offices. But within five months, a Valencia factory was built to replace it. The factory proved to be as durable as the jeans it produced. To this day, the Valencia field is still standing and still producing 501 jeans. In 1930, in order to make up for the losses caused by the economic depression, ranch owners in the western United States converted their ranches into resort hotels for the leisure and vacation of wealthy people in the east. Ranch guests from the city ride horses here, and are fed and dressed like real cowboys. After their vacation, they returned home to the East with their new clothes in the West. That was the first time Levi's jeans crossed east of the Mississippi River. World War II The manufacturing of Levi's jeans was declared an essential industry. Only people directly connected to the war can buy these jeans. However, the hyperbolic arc seam design was considered a waste of thread and had to be discontinued. So the curved sutures were drawn instead. As a result, many customers believed that the patch pocket sewing method was a counterfeit and refused to buy it. Indian customers in Arizona lost the most. No matter how I explained it to them at the time, I couldn't change their minds. Levi's later launched Lighter Blues, which became popular immediately after its launch. This style brought Levi's into the realm of casual wear, more than two decades ahead of the popularity of faded denim jeans. Levi's expanded rapidly in the 1960s.

Levi's launched wheat colored jeans in 1960, which were called "White Levi's" by teenagers who led the popularity of the jeans. The real shift in people's taste in clothing began in the late 1960s. At that time, young people became an emerging force in every aspect of American culture. Levi's has also become a symbol of youth. 1970’s THE ‘Peace and Love’ Almost every teenager has a pair of well-worn 501 jeans. And use oil paint to draw various creations on it to decorate it. The trend was so popular that a painted jeans competition was held and received 10,000 entries. The winners' works are displayed in folk art galleries across the United States. Several original 501 jeans became part of the permanent collection of the Smithsonian Museum in Washington, D.C., and were displayed in the "1876 Contennial Exhibit" held in 1976. Levi's went public in 1971. After acquiring Perry Ellis, Oxford Suits and women's clothing manufacturer Koret, Levi's quickly fell into the trap of trying to be all things to all people. Levi's non-denim business proved to be a big mistake, but fortunately its denim business continued to grow. At its peak, in 1981, Levi's jeans sold 502 million pairs in the U.S. market. Apparently, not only cowboys and young men, but many other people are wearing these pants. Jolin Tsai endorses Levi's

Considering Levi's business and family tradition, the descendants of Levi Strauss, the Haas family (Haas) began to play an increasingly active role in operating the company , they took the company private and sold off all non-denim businesses, and Levy refocused on the denim business. To emphasize this point, in 1987, Levi launched the Dockers product line that would become popular in the future. But by the 1990s, blue jeans, used as a uniform by the generation of rebels and denim worshippers, began to fade from the forefront of fashion. In 1989, Levi's sales in the United States dropped from the original high of 502 million to 387 million. Many new competitors have also carved their way into the market. Suddenly, Levy's red logo was crumbling under the onslaught of competitors. In 1990, Levi's accounted for 48.2% of the market in the jeans category. By 1998, Levi's dropped to 25.0%, and Levi's leadership position disappeared. When Robert Haas took charge of Levi's in 1996, he placed one of the world's most successful brands in the hands of four people: himself, an uncle and two cousins. The Harvard MBA, who worked for the Peace Corps and McKinsey before joining Levy, brought enlightened management methods to Levy, an old-fashioned clothing manufacturer, and won praise from the media. The company also began to gradually reposition its mission: Levy would transform from a responsible and successful company to "the authority in casual wear." Levi's has developed a "think globally, act locally" strategy to become a global American apparel manufacturer. In most foreign markets, Levi's Company boldly promotes its profound American culture. The vast majority of European and Asian consumers consider Levi's jeans to be synonymous with particularly fashionable styles. Levi's bold and innovative global marketing activities have achieved excellent results. As the domestic market continues to shrink, foreign sales have become the main reason for the growth of Levi's. By establishing a solid foundation with jeans as its core, coupled with carefully designed product and market development programs, Levi Strauss & Co. has found a way to increase profits despite the decline of the domestic jeans market. Levi Strauss & Co. not only accounts for a large part of American history. has become the largest apparel company in the world. According to a report by Russia’s Morning Post on August 7, the most expensive jeans in the world are Levi’s 1879 jeans produced in limited edition by Levi Strauss Company. The market price of these pants is US$125,000 per pair. Equivalent to RMB 810,000.

Jolin Tsai's Hot Brothers endorsed Levi's. Levi's held a spring and summer new product launch conference at the Guangfu Hall of Zhongshan Hall. The annual spokesperson Jolin made her final appearance on the catwalk with tight-fitting denim that leads the latest fashion, and promised the romance of Jolin & Levi's as a princess. Promise, the fashionable and charming denim is "tight" and captures all the attention at the scene! In order to set off the fashionable elegance of Princess Jolin and echo the romantic and classic popular elements of spring, Levi's specially selected the baroque-style Guangfu Hall of Zhongshan Hall to hold the spring and summer fashion show. Under the light projected by dreamy flowers and plants, Kaiwo supermodel Sui Tang was wearing the tightest pencil fit denim, reclining on the red lip sofa, accompanied by five other people who were also wearing pencil fit founder Levi's

Supermodels in tight denim appear in rotation. Through the sexy and attractive legs of Kaiwo supermodel, it declares the fashion trend of tight denim this spring and summer! With the three series of romantic classics, casual sweetness and rock and roll fashion, the Heat Brothers performed wonderfully on the stage. Finally, Jolin, wearing a cutie and super-tight denim, spun out on the giant backboard of the stage, showing off her confident steps and charming legs, which became popular all over the world. With her charming appearance on the stage, she signed a fashion pledge with Levi's as an annual endorsement as a princess, setting off the climax of the fashion show!