Fashion History “Levi’s research”

In 1853, the California gold rush was in full swing, and everyday items were in short supply. Levi Strauss®, a 24 year old German immigrant, moved from New York to San Francisco with a small supply of dry goods with the intention of opening a branch of his brother’s New York dry goods business.  After his arrival, a miner who worked in the San Francisco mines wanted to know what Mr. Strauss was selling. When Strauss told him he had rough canvas to use for tents and wagon covers, the miner told him that he should off  brought pants since he  couldn’t find a pair of pants strong enough to last. Soon after the miner approached Mr. Strauss, he had the idea of tuning the canvas into waist overalls. Miners liked the pants, but complained that they tended to rub against their skin causing them skin burns. Levi Strauss® substituted a twilled cotton cloth from France called “serge de Nimes.” The fabric later became known as denim and the pants were nicknamed blue jeans.

In 1873, Levi Strauss & Company began using the pocket stitch design. Levi Strauss® and Nevada tailor David Jacobs co-patented the process of putting rivets in pants for strength. On May 20, 1873, they received U.S.Patent No.139, 121. This date is now considered the official birthday of “blue jeans.”

By the 1880s Levi had leased factory space and then opened his own factory south of Market Street.

Levi Strauss started the business at the 90 Sacramento Street address in San Francisco. He next moved the location 62 Sacramento Street then 63 & 65 Sacramento Street. By changing the location of the store the company began to become more successful. The famous 501® jeans known at the time simply as “XX” was soon the best seller, as were the other riveted products Levi® and Jacob added to their new manufactured lines. In 1880 Two Horse brand leather patch was first introduced on to the waist overalls. Its purpose was to demonstrate the strength of the pants and reinforce the status of Levis® as the originator of patent riveted clothing. By the end of the 18th century, Levi was still involved in the day to day workings of the business, though he had brought his nephews into the firm by this time. In 1902 Levi Strauss® died at the age of 73. His nephews who had been working for him for over 10 years inherit the business.

After the devastating death of Levi Strauss®, retail stores, charities, and other organization that were being supplied and helped by the kind donations of Mr. Strauss were in great fear of losing all that they had gained during Levis Strauss® presence.  Fortunately, after taking ownership of the company Mr. Strauss nephew decided to keep the company running the way his uncle had left it. During 1906 a great earthquake hit the San Francisco Bay area and destroyed and damaged a great number of buildings. Even though, the Levis Strauss® headquarters was not affected by the earthquake it did not resist the fires that burstted out through the city due to the earthquake. Soon after the destruction Levi’s® opened a factory at a new location. Continuing whit its great success Levi’s® went on to win the highest award for its overalls at the Panama Pacific International Exposition in San Francisco. Levi’s® had huge success whit its previous overalls that it decide to make some changes or rather design a new line of overalls. So by 1922 Levi’s® added belt loops to the overalls, but the suspender buttons were still retained. The cinch was also retained on the pants, but some men would cut it off in order to wear the overalls with a belt. The addition of belt loops was in response to changes in men’s fashions and to due to the understanding of what consumers wanted. By 1936, the red Tab was first placed onto the right back pocket of the overalls. The word Levi’s® was stitched in white in all capital letters on one side only. The Tab was created and placed by Levi’s® to differentiate its overalls from the many competitors in the marketplace who were using dark denim and an arcuate stitch. At the time of this major raising of the Levi’s® overalls, Levis® had not yet placed a trademarked on the arcuate so many other companies were using it in direct imitation of the Levi’s® overalls.

Although, Levi’® was the main competitor to beat at the time, people were still not satisfied whit some of the problems that the design on the Levi’s® overalls presented. Consumers were complaining that the rivets on the back pockets scratched furniture and saddles. Levi’s® responded with the immediate removal of the rivets and the pockets on the overalls were sewn on so that they would cover the rivets. Along with the changes being made to the overalls pockets, came the removal of the suspender buttons from the overalls and consumers were given snap on buttons in case they still want to wear suspenders. Despite the small changes made by Levi’s® to the overalls they were still to face an even greater and major change to the overalls entire design.  During World

War II, Levi’s® was forced to change its design in order to conform to the rules of the War Production Board for the conservation of materials. The changes were to remove the crotch rivet, watch pocket rivets and back cinch to save fabric and metal. The arcuate stitching design was also removed as the thread is decorative only and not vital to the usefulness of the garment. In order to keep the design on the pants, LS&CO. sewing machine operators paint it on each pair. After the war ended Levi’s® new post war 501® jeans version was coming off the product line. The cinch was gone forever, the rivets are put back on the watch pocket and the arcuate is now stitched with a double needle machine which gives it the diamond shape at the point where the two lines of stitching meet. This created the uniform look of the arcuate, which was in contrast to previous years, when the single needle application gave each arcuate design a unique appearance, depending on the skill of the operator.

In the 1950s and 1960s, Levi’s jeans became popular among a wide range of youth subcultures, including greasers, mods, rockers, hippies and skinheads. Levi’s® popular shrink to fit 501’s® were sold in a unique sizing arrangement; the indicated size referred to the size of the jeans prior to shrinking, and the shrinkage was substantial. A newer change that came whit this era was the removal of the word overalls. The name that had giving Levis overall its popularity was now being replaced with the word jeans in advertising and on packaging. In 1964, due to its great success and place along the history of the people who wore Levi’s® products the Smithsonian Institution in Washington, D.C. decide to make Levi’s® jeans part of their permanent collection.

In today’s modern world Levi’s® has kept its place among the top and best selling jeans around the world.  With its introduction to woman’s jeans in 1981 and several other changes in its design Levi’s® has proven the comfort and quality that its products has giving to its consumers throughout the years. Levi’s® jeans will continue to provide great quality and designs for years to come as the demand amongst the newer generations increases.



Vita’s ‘D’ Customers

Vita’s ‘D’  Target Customer

My clothing line name is “Vita ‘D’,” which means life in Latin. My inspiration comes from viewing several silhouette metal figures that where melted with fire and sculptured with wonderful color tints. These sculptures are made by Carole A. Feuerman- a world’s most prominent hyper- realist sculptor. Her direct link to9 her website is:

Vita’s ‘D’ colors:

The colors chosen for both Vita’s ‘D’ lines which are named “ Night” and “Day” reminded me of the four elements of life: water, wind, fire and Earth. My first collection line which is “Day,” the theme is forward on with your day. This means where you can mix and match all of the tops with the bottoms as you like. The second collection line which is “night,” the theme is seize the night. Taking the  four elements in mind brought me to my final colors, which are as follows: coral pinks, warm yellows, navy blues and light blues, deep red- orange, earthy green dark charcoal gray and of course a beach sand brown color with a bronze brown color.

Vita always keeps their customers in mind when it comes to the customer purchasing the garments. Vita’s “D”moderate budget will be between 30$ to 80$ and will use the following material:

100% Charmuse Silk

100% Polyester

98%opolyester 2%acetate

100% cotton, cotton jersey

 As well Vita’s “D” customer is able to mix and match the garments they purchase. The specific style of the garments is a modern indie look with a twist of sophistication.

The season that Vita’s “D” line will be available for sale is in Fall II 2012 which is during the months of July, August, September and October. Vita’s “D” line will consist of pants, skirts, casual tops and light weight jackets. The sizes of my line will range from XS-L and for the bottoms it will be from size 00- 14.

With Vita’s “D”garments able to be mix and match my customer will also be able to accessories her own look as she desires. Vita’s customer life style, shopping habits and clothing needs will be an everyday wear, were my customer can whether be at school, work, shopping or all.

First customer:

  • Vita’s “D” first customer will be of the age of 15-19
  • She is still in high school and may depend on their parents or have a part- time job.
  • She participates in one or several of the following sports: dancing, gymnastics, swimming, roller skate, jogging/ walking, soccer, painting/ sculpting etc.
  • Her hobbies are hanging out with friends, moderate shopping, listening to music, and attending to small gathering parties and of course doing their homework.
  • She as well shops with in my competitor’s stores which might be in bebe, Guess, Express, and she will probably purchase a 30% ratio of my Vita line.

Second customer:

  • Vita’s”D”second customer age will range from 20-24
  • She is either in college, working full time where she has to wear casual work clothes, she might be a single parent or married with or without children or just live alone with or no pets.
  • She participates in the following sports: soccer, jogging/ walking, aerobics, swimming, painting, or just going out to the movies.
  • Her hobbies might be shopping, going out with friends, dancing/ partying, taking children or their pets out to the park, getting her nails/ hair done, or studying on their college courses.
  • She will probably shop at my competitors store 10% more than my first customer, and at the same stores as my first customer but including online stores such as Charlotte Russe, Banana Republic, NY & CO.

Third customer:

  • Vita’s “D” third customer age is of 25-29
  • She might still be in college or has probably graduated from college and has a full- time job. She might be married with or without children or single with a pet or not. If she works at a full time job she might use my Vita clothing for casual wear or family/ friend gatherings.
  • Her hobbies might be reading a book, dancing, going out to the movies, painting, or just hanging out with family.
  • This customer will shop a 30% ratio of the Vita line since she might have a full- time job which requires formal work attire. And she will purchase my competitors clothing at the same stores as customer 1 and 2.




This is one of the sculptures of Carole A. Feuerman where most of my colors came from. this is made of melted metal which is then poured into a body shaped mold.

fun Collage made in Palyvore

※ Ɲɪցʜ৳ ℒ¡ցհʇى ※

※ Ɲɪցʜ৳ ℒ¡ցհʇى ※ by ♪♫sweetart♪♫ featuring cotton shorts


Modern Indie collage- where i got further isnpiration from to produce “Day” and “Night collections for fall 2012

on a tune ...



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