Hit the Cowboy Emperor Levi`s brand apparel headquarters

Watch Levi`s San Francisco headquarters

No one can deny the shock that cowboys brought to the apparel industry. When the new round of denim boom hits, we look at the past and have to mention "the world's first jeans - Levi`s." More often, Levi`s is respected as an original synonym and is remembered as a classic shaper.

History starts here....

Levi`s headquarters

In 1853, Levi Strauss founded Levi Strauss & Co in San Francisco in the gold rush. (LS&CO.) In 1873, Jacob Davis and Renault City of Nevada succeeded in obtaining patents for the use of copper rivets on male work pants. The first blue jeans were born. As 1886 Shuangmapizhang confirmed the durability of rivets, LS&CO was founded in 1890. Among all the products, one of the button jeans called wasist overalls was assigned the number 501. This is the classic jeans section Levi`s 501. The 1906 San Francisco earthquake destroyed their headquarters and burned some of the information, but Levi`s still stands still.

On the red wall of the headquarters, you can see the core spirit of Levi`s: empathy, original, integrity, and courage. These principles are guidelines for Levi`s people. It is also why Levi`s remains standing for centuries.

Visitors Center Visitor Center

Back to the past pavilion: Show Levi Strauss & Co. The chronology and memorabilia, especially the important local and global events affecting the development of the company, such as: the establishment of the company, the origin of the Levi`s classic logo; the first product sold in the United States is Levi`s children's wear; the cultural shock of the 1920s - As a Chinese advertisement; and more cultural connotations behind the cowboy, Marlon Brando wore 501 in the movie “The Rebellion Without Cause”, which later became the classic way of wearing 501; the rock and roll that followed came into play. Cowboys are widely accepted in leather sports, flower sports, and anti-Vietnam movement. The pace of Levi`s has also become increasingly global.

Product innovations pavilion: Innovation has always been Levi Strauss & Co. One of the inner spirits, the museum displays a variety of products, showing the company's continuous innovation in design since the introduction of Levi`s jeans in 1873.

Dear Levi's Pavilion (dear levi pavilion): For many years, customers around the world who fell in love with Levi`s have been telling their story with Levi`s. Many warm letters are displayed in the museum to illustrate the important role Levi`s plays in people’s lives.

Brand building pavilion: For a long time, Levi Strauss & Co. The brand has always played an important role in popular culture. The museum displays the company’s marketing image and tells the story of different products and their times. You can even admire Levi`s television advertisements all over the world for 40 years.

Latest & greatest pavilion: The newly formed pavilion showcases Levi`s, Dockers and other Levi`s new products

Profits through principles pavilion: Levi Strauss & Co. Respecting its creators, the museum is dedicated to presenting the history of the company. They developed groundbreaking policies based on high standards of ethical conduct and social responsibility, including support for the welfare of diverse employees and encouraging community participation.

Levi`s San Francisco flagship store

Levi`s San Francisco flagship store was established in 1999, is located in the vicinity of the famous Union Square, adjacent to the world's top brands such as Tiffany, in the corner of Post and Stockton Street has a huge Levi`s logo, quite conspicuous. The interior of the shop is very spacious, with a total of 4 floors and the elevator is running. The first floor is a classic product and personalized custom service. This is done by a dedicated sewing engineer. Whether it is patching, embroidering, painting or brushing, it can be done independently. Here, you can create a special Levi`s jeans of your own. The second floor is menswear, the third layer of women's clothing, there is a store display area, displaying different series of products carefully crafted by designers. There are especially ANDY WARHOL design series in the season, and the strong hippie style is reflected in the product details.

Interview with Levi`s representative

Design mastermind Caroline Calvin

The red hair she talked about made people feel the same passion. Caroline Calvin has been in Levi`s for 16 years. She has been responsible for fabrics and color development from the women's part, and has been the creative director of the European headquarters since 2001. Ma Yangbian, excellent performance. At the beginning of her creation of the LEJ and RED series, when the products were put into the market, they opened up new scenes, and then the TYPE1 was also extraordinary. At present, the LVC series is accepted in the United States. In addition, Big E is her main work area. These designs are inspired by Vintage Jeans.

After LEJ TYPE1, what is Levi`s next wave of design trends?

Caroline believes that one of the main popular elements of tailoring is the reference to the Asian market. He believes that boot-cut pants are also likely to resonate. The boundaries between men and women are gradually blurred, and the neutral dress is beginning to appear. Men may choose slim style, and women will love loose pants.

What are the differences in the denim trends in the United States, Europe, and Asia?

Men's tight-fitting clothing is more popular in Europe, while the boot-type pants are in the United States and Asia simultaneously. Caroline personally felt that “when she was walking in Tokyo, she was like walking in Los Angeles. The international media channel has made the world without borders and can be connected everywhere.”

As a design master, what does Levi`s mean to Caroline? She said, "This is why I work every day. I love original things, just like Levi`s keeps inspiring me."

PR Director Amy Gemellaro

Amy Gemellaro works in the public relations department of Levi`s market, responsible for customer marketing, advertising, and online promotion. For the coming year's merchandise plan, advertising is well known. Combine each character story and commodity with each other through plane or electronic media, emphasizing the individual's independent style, and then promote the emergence. The ultimate goal of this is to convey Levi`s brand spirit and history.

In North America's marketing history of Levi`s, there is no official spokesperson. Mostly in the form of sponsorship, Levi`s chooses artists with personal qualities as a priority, so that artists with strong self-style can often bring the classic spirit of Levi`s - Freedom, true expression, such as Angelina. Julie, this. Affleck and so on. Past James. Dean, Marilyn. Monroe and so on are all dressed for personal love of Levi`s. Levi`s evolved into one of their life elements, a more intimate partner than general merchandise.

When did Levi`s, the leading beneficiary of public welfare, start to help vulnerable groups? As Levi Strauss & Co began to grow, Levi`s philanthropy also expanded. The Levi Strauss Foundation (LSF), established in 1952, officially realized the original intention of Levi Strauss and focused on the company's charitable activities. Create meaningful social changes.

Historian Lynn Downey

Lynn Downey once said that "all Vintage is only 501 will be valuable," as an absolute authority in the field of re-engraving, Lynn for every 501? Jiazhenzhengzhen, Jeans Classic 501 model is required, other models must not be more than the price The height of 501 comes; the second is the year. 1900 is an important watershed, that is, about the time before World War I. The older the value, the more important one is the size. The size of the average person is the most popular. How to preserve antique clothing? The temperature is set at about 59 degrees Fahrenheit. The light is illuminated by non-ultraviolet lamps and the paper is also stored with care. Antique clothing is wrapped in cotton cloth and placed in a moisture-proof safe.

"I have Levi`s luckiest job," Lynn said every time. Lynn's work has a lasting effect. When visiting Lynn, Levi`s designers came to see and photograph the details of the old antiques. These designers constantly find out the details of the old wash, buttons, and broken details. Products, copy these verified details to the newly released LVC series, let modern people experience the past life experience from LVC. So when you put on the LVC, you can feel the experience of sharing another person's life.