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In 1873, Levi Strauss used his money from his already successful dry-goods business to fund, and patent, tailor Jacob Davis's idea of placing metal rivets at the points of strain on the pants; thus, Levi's brand was born. Such a simple innovative technique grew to cultivate what is one of the worlds best-known products, and the number one maker of brand-name clothing. The company's innovative heritage, values, highly recognized Levi's brand, and creative ad campaigns are the main factors that have kept Levi's jeans alive, and Levi Strauss & Co. a respected company.
The private company has been passed down through generations of Levi Strauss's descendants...
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