LEVI STRAUSS & CO.

world's largest maker of pants, noted especially for its blue denim jeans called Levi's (registered trademark). It also manufactures tailored slacks, jackets, hats, shirts, skirts, and belts and licenses the manufacture of novelty items. The company is headquartered in San Francisco. The company traces its origin to Levi Strauss (18291902), a Bavarian immigrant who arrived in San Francisco in 1850 during the Gold Rush, bringing dry goods for sale to miners. Hearing of the miners' need for durable pants, Strauss hired a tailor to make garments out of tent canvas. (Later, denim was substituted, and copper riveting was added to pocket seams.) A merchandising partnership of Strauss and his two brothers, Jonas and Louis, was formed in 1853. After Strauss's death in 1902, leadership of the company passed to four nephews and, after 1918, to in-laws, the Haas family. The company's most spectacular growth occurred after 1946, when it decided to abandon wholesaling and concentrate on manufacturing clothing under its own label. By the 1960s Levi's and other jeansonce worn chiefly by Western cowboysbecame popular worldwide. In 1985 the Haas family, along with other descendants of Levi Strauss, staged a leveraged buyout that returned the company to private ownership. In 1986 Levi Strauss & Co. introduced a new line of casual pants called Dockers.