Characteristics Of Levi Jeans

Walking down the street in my brand new pants, I see an old man, little girl, high class businesswomen, and middle class worker wearing the same pants as I am, we’re all wearing Levi Jeans. Levi Jeans were invented by Levi Strauss and Jacob Davis, a Nevada tailor, who added metal rivets at points of strain to the commonly worn pants of the time in order to make them stronger and more desirable for the mining communities of California in 1873. These pants, called waist overalls, became the traditional clothing for the working men and laborers in the U.S. and then transformed into an everyday commodity for all genders, social classes, and people in society. This object is quintessentially American by representing that the country is made of immigrants,

in order to make a profit from the gold rush and the growing industry around it. Furthermore, the Levi brand has factories all over the world producing their product, and has contributed to globalization. Its biggest producer is largely China, but there are over 38 countries besides America producing this brand, including India, Vietnam, and Mexico. China produces the majority of the cotton used in the production, and in general produces much of America’s everyday products. The cotton is turned into fibers called silvers then joined together, spun, and stretched with many other silver strands (making the thread stronger and into yarn). From there, the yarn is died with chemically synthesized indigo then coated with a starchy substance to make it even stronger, finally being woven on looms. While this process used to take place in the U.S. along with some other countries, it’s now mostly contracted to suppliers in other countries (Baltimore Sun). However, the object’s main market is still American citizens, so Levi jeans have been advertised to reflect the American ideals of the current time period. For example, they were advertised for working miners, then for rugged and independent cowboys/westerners, and then even used popular music in television commercials that re-released famous songs. As American’s ideas of when to wear jeans changed, the advertising changed and so did the customers. Recently, jeans have morphed into designer pieces that are shown on runways and coveted. Now, Levi jeans are not exactly seen in fashion shows, but they are still considered higher class jeans due to their originality, durability, and popularity. The brand’s customer base is now middle class Americans who want sturdy jeans that are authentic and stylish in society. People wear Levi jeans for every occasion, from manual labor to