当前位置：首页> Levi’s The Legend of Denim 李维斯牛仔世界的传奇

Levi’s The Legend of Denim 李维斯牛仔世界的传奇

时间：2023-02-21 10:59:35 下载该word文档

Levi’s:TheLegendofDenim李维斯：牛仔世界的传奇19世纪中叶，雅各布•戴维斯和李维•施特劳斯创造出了第一条李维斯牛仔裤，自那时起，李维斯牛仔裤就成了美国流行文化的一部分。在全球销售超过三十五亿条的李维斯牛仔裤不仅是时尚潮流的引领者，更是美国精神的典型服饰代表，它带有鲜明的符号象征意义——独立、自由、冒险和性感。卓言选刘倩注mediumThediscoveryatSutter’sMillsetoffthehistoricCaliforniaGoldRushof1848andchangedthefaceofAmerica.OneproductofthoseheadytimeshasbecomeapartofAmericanpopularculture:Levi’sjeans.ThedurabledenimpantswerebroughttomarketbyLeviStrauss,aJewishmerchantlivinginSanFrancisco,tomeettheneedsofuncouthminersinCalifornia’sgoldfields.Today,Levi’sjeanshaveevolvedintoaworld-recognizedformofhautecouture.LeviStrausscametoSanFranciscoin1853,attheageoftwenty-four,toopenawestcoastbranchofhisbrother’sNewYorkbusiness,sellingdrygoods,clothing,andhouseholdfurnishings.HehadspentanumberofyearslearningthetradeinNewYorkafteremigratingtherefromhisnativeGermany.Hebuilthisbusinessintoaverysuccessfuloperationoverthenexttwentyyears,makinganameforhimselfnotonlyasawell-respectedbusinessman,butasalocalphilanthropistaswell.OneofLevi’smanycustomerswasatailornamedJacobDavis.Originally
fromLatvia,JacoblivedinReno,Nevada,andregularlypurchasedboltsofclothfromthewholesalehouseofLeviStrauss&Co.AmongJacob’scustomerswasadifficultmanwhokeptrippingthepocketsofthepantsthatJacobmadeforhim.Jacobtriedtothinkofawaytostrengthentheman’strousers,andonedayhitupontheideaofputtingmetalrivetsatthepointsofstrain,suchasonthepocketcornersandatthebaseofthebuttonfly.TheserivetedpantswereaninstanthitwithJacob’scustomersandheworriedthatsomeonemightstealthisgreatidea.Hedecidedheshouldapplyforapatentontheprocess,butdidn’thavethe$81thatwasrequiredtofilethepapers.HeneededabusinesspartnerandheimmediatelythoughtofLeviStrauss.In1872JacobwrotealettertoLevitosuggestthatthetwomenholdthepatenttogether.Levi,whowasanastutebusinessman,sawthepotentialforthisnewproductandagreedtoJacob’sproposal.OnMay20,1873,thetwomenreceivedpatentno.139,121fromtheU.S.PatentandTrademarkOffice.Thatdayisnowconsideredtobetheofficial“birthday”ofbluejeans.Withthepatentsecured,LevihiredJacobDavistooverseeproductionoftherivetedpantsattheLeviStrauss&Co.SanFranciscoplant.Sometimeduring1873,thefirstrivetedclothingwasmadeandsold.(theexactdatewaslostalongwiththecompanyrecordsinthe1906SanFranciscoearthquakeandfire.ThedenimfortherivetedworkpantscamefromtheAmoskeagMillinManchester,NewHampshire,acompanyknownforthequalityofitsfabrics.

阅读全文