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In the year 1853, Bavarian Emergent Levi Strauss traveled from the East Coast of United States across the untamed land of the young and expanding country to San Francisco, California. He had read and heard much about the California Gold Rush and the mass migration of thousands in search of a better life and dreams of striking it rich. By nature Levi Strauss was an entrepreneur who had the same idea of a better life. Instead of panning for gold in the wild rivers that flowed from the great Sierra Nevada Mountain range, Levi wanted to set up shop in the busy Pacific Port of the Bay Area. There Levi planned to set up shop selling wholesale dry goods to the port-workers, settlers, and gold miners. As an honest and intelligent business man, Levi successfully managed his company and gained a reputation for not only a successful merchant but also a community leader.
It wasn't until the year 1873 that Levi Strauss and tailor Jacob Davis created one of the most successful products in the world. By riveting together heavy cotton cloth with metal rivets, tailor Jacob Davis created the most durable work pant that the gold miners had ever used. Levi in turn, was able to patent the new technology, produce mass quantities and distribute throughout the Golden State. This pairing of unique skill sets had just created what would become the most successful clothing the world had ever seen, blue jeans.
Spanning 151 years, blue jeans are more popular today than at any point in history. Hundreds of companies ferociously compete to gain market share and competitive margins in the blue jeans market. Levi Strauss created and set the standard that each blue jean company dreamed to replicate. If only a fraction of the success cou ...