levi-strauss

listen to the pronunciation of levi-strauss
English - English
French cultural anthropologist who promoted structural analysis of social systems (born in 1908)

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Levi Strauss & Co
World's largest maker of pants, noted especially for its blue-denim jeans. The company traces its origin to Levi Strauss (1829-1902), a Bavarian immigrant who sold dry goods to miners during the California gold rush. Hearing of the miners' need for durable pants, he hired a tailor to make garments out of tent canvas, later substituting denim. In 1873, he and an associate received a patent for the copper riveting they used to strengthen their pants. The company's most spectacular growth occurred after 1946, when it decided to concentrate wholly on manufacturing clothing under its own label. In 1959 it began exporting, and during the 1960s jeans became enormously popular worldwide. The company went public in 1971 and was returned to private control (by Strauss's descendants) in 1985
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