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Modern jeans began to appear in the 1920s, but sales were largely confined to the working people of the western United States, such as cowboys, lumberjacks, and railroad workers. Growth in popularity (1910s–1960s) Levi Strauss advertising on a building in Woodland, California In 1890, the rivet patent went into public domain, lot numbers were assigned the products that were being manufactured, and '501' was used to designate the famous copper-riveted waist overalls. 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), the manufacturing of denim overalls only began in the 1870s. The patented rivet was later incorporated into the company's jean design and advertisements. Patent 139,121 from the United States Patent and Trademark Office. After Strauss accepted Davis's offer, on May 20, 1873, the two men received U.S. Davis did not have the money needed to purchase a patent, so he wrote to Strauss suggesting that they go into business together. After one of Davis's customers kept purchasing cloth to reinforce torn pants, he had an idea to use copper rivets to reinforce the points of strain, such as on the pocket corners and at the base of the button fly. Jacob Davis, a Latvian-Jewish immigrant, was a Reno, Nevada, tailor who frequently purchased bolts of denim cloth from Levi Strauss & Co.'s wholesale house. (today, on the current grounds of the 353 Sacramento Street Lobby ) in the San Francisco Directory with Strauss serving as its sales manager and his brother-in-law, David Stern, as its manager. In 1858, the company was listed as Strauss, Levi (David Stern & Levis Strauss) importers clothing, etc. German-Jewish immigrant Levi Strauss started his trading business at the 90 Sacramento Street address in San Francisco and then moved the location to 62 Sacramento Street. History Origin and formation (1853–1890s) The original Levi Strauss logo, 1892

Although the corporation is registered in Delaware, the company's corporate headquarters is located in Levi's Plaza in San Francisco.

It was founded in May 1853 when German-Jewish immigrant Levi Strauss moved from Buttenheim, Bavaria, to San Francisco, California, to open a West Coast branch of his brothers' New York dry goods business. ( / ˈ l iː v aɪ ˈ s t r aʊ s/ LEE-vy STROWSS) is an American clothing company known worldwide for its Levi's ( / ˈ l iː v aɪ z/ LEE-vyze) brand of denim jeans.

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