LEVI STRAUSS With annual revenues in excess of $5 billion, Levi Strauss & Company is one of the world's largest marketers of branded apparel. It sells a broad range of clothing to men and women and of all ages throughout the world. Most of it is styled as casual wear. This San Francisco, CA Company was founded there in 1853 by Bavarian immigrant Levi Strauss. Its first products were denim overalls made from heavy-duty tent material. The Levi Strauss overalls became very popular with workers during the California gold rush. In 1873, the company patented the process of placing rivets in denim trousers for added strength. Thus, the world’s first jeans were born. Today, products of the Levi Strauss organization are sold principally under the Levi’s and Dockers brand names. The company is privately held by family members who are descendants of the Levi Strauss family. Associated web site: www.levistrauss.com. Levi Strauss current motto is "A Style for Every Story.” The company has an image of high
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