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Levi’s Jeans: Levi Strauss (1853-Present)

Part Two Of “Jewish Clothing Styles & Modern Fashion” Series


In the 1997 article, “Not By Jeans Alone: The Story of Levi’s”, Gardner Boulmay wrote:

“Between a generation fighting with its parents over rock and roll and a nation being torn apart by the Vietnam War, American society—as well as the world—was being restructured in radical ways. Social movements became a matter of life and death at times, and political statements were made with everything; from clothing to hairstyles, the simplest things began to carry tremendous value. One of the most prominent features of this changing landscape was Levi’s jeans.”


Levi Stauss & Company (LS&CO) was created by Lob Strauss, a Jewish immigrant from Buttenheim, Germany. In 1847, he moved to America and changed his name to Levi Strauss.

In 1853, he learned about the gold rush in California and moved to San Francisco.

During this period, gold miners needed supplies. Strauss opened a store and sold clothing, bedding, combs, purses, and handkerchiefs.

In 1870, Jewish clothing designer Jacob W. Davis approached Levi Strauss and asked him to invest in his idea for denim pants.

On May 20, 1873, patent number 139,121 was granted to Jacob W. Davis and the Levi Strauss & Company for the denim pants and the use of rivets in clothing.

Levi Strauss & Company eventually became the largest company in the entire clothing industry. Gardner Boulmay claimed:

“The commercialization of Levi’s could be divided into three phases. During the first phase, from 1870 until 1890, the company establishing its brand name by protecting its patent rights and standardizing its manufacturing inputs. From 1890—the last year of patent protection for Davis and Strauss—until the early 1950’s, LS&CO. defined its brand name. The third phase lasted from the mid-1950’s through the late-1970’s during which time the company adjusted its brand name better to reflect changing social values. Only with all three phases could the once small San Francisco dry goods store of LS&CO. sell two-and-a-half billion pairs of jeans becoming the largest clothing manufacturer in the world.”


Levi Strauss & Company used advertising to connect their brand name with the cultural symbol of the “American cowboy”. Boulmay explained:

“The company unified its marketing efforts to promote its products’ quality and durability through associations with cowboys and the western genre. The result of this production and marketing blitz—based on the more clearly defined Levi’s brand name—was a tremendous surge in sales from 1916 to the late 1920’s, when figures averaged $4 million per year.”

Levi’s has also promoted the liberal beliefs and values of the Cultural Revolution.

In the 1960’s, Levi’s jeans became an important symbol for the counter-culture. The youth generation wore their products as they protested against the moral order.


In fact, Levi Strauss & Company openly admits these goals. On their own website, they write about “Using the Power of Marketing to Influence How People See the World” (in other words, psychological warfare). They write:

“Marketing can be a powerful tool for changing perceptions and behavior. At Levi Strauss & Co., we have not shied away from using marketing to advance our vision of a more diverse and equitable society. For example, the U.S. Levi’s brand created a bold diversity marketing campaign in 2008, producing a gay-themed television advertisement and placing it on mainstream cable media outlets. The ad, “Change,” earned praise in the advertising world and with the target audience, and won multiple awards including the coveted GLAAD (Gay and Lesbian Alliance Against Defamation) Media Award for best advertising.”

In 2009, Levi’s also began attaching a white ribbon on the pocket of all its new jeans in support of gay marriage.

Despite these liberal causes though, Levi’s jeans remain popular among most groups of Americans. Boulmay explains:

“Today, they are considered a versatile, rugged, and comfortable pair of pants which can—and should—be worn by nearly everyone. The reason the brand is so appealing to consumers today is because Levi’s have been associated with a large number of American genres, everything from hardworking miners, to social revolutionaries.”

In the conclusion of his article, Boulmay further adds:

“Levi’s mean so much to so many. The world around, the word Levi’s means America.”

In other words, blue jeans are another “American symbol” that was invented by the Jews and used to promote their interests.


This article was part two of the “Jewish Clothing Styles & Modern Fashion” series:

Introduction: JnJ Presents “Jewish Clothing Styles & Modern Fashion” Series
Jacob W. Davis Invents Denim Pants (Jeans)
Levi’s Jeans
: Levi Strauss
Adrian Greenberg & Fashion In Movies
Macy’s Inc: Fred Lazarus Jr.
The Timberland Company: Nathan Swartz
T.J. Maxx: Max & Morris Feldberg
Judith Leiber Creates Luxury Handbags
Diane von Furstenberg Invents Wrap Dress
Polo Ralph Lauren: Ralph Lifshitz
Calvin Klein: Calvin Klein
The Gap & Banana Republic: Donald Fisher
Men’s Wearhouse: George Zimmer
American Eagle Outfitters: Jerry & Mark Silverman
Guess Clothing: Paul Marciano
Kenneth Cole Productions: Kenneth Cole
DKNY: Donna Karan
Ecko Unltd: Marc Milecofsky
Juicy Couture: Pamela Skaist-Levy & Gela Nash Taylor
Conclusion: Homosexual Jews & Modern Fashion

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