Wealth archives
The first person who invented jeans founded the famous brand Levi's. 1979, Levi's company's total sales in the United States reached133.9 billion dollars, and its foreign sales profit exceeded 2 billion dollars, ranking among the top enterprises in the world 10.
In the industry, he became the richest jeans king.
Type of enterprise
Clothing manufacturing industry.
Growth record
On June 65438+1 October1day, 2002, the Shanghai Gymnasium was bustling, but all eyes were attracted by one thing, a pair of jeans with a length of 28.9 meters, a waist circumference of 19 meters and a weight of 247 kilograms. People talked about it one after another. Are these jeans that we wear in our daily life? It can be so huge, but it is really a pair of pants. Although it is so huge, it is no different from ordinary jeans, but it is magnified by 10 times ... This is the work of Levi's, a world-famous jeans manufacturer, and this pair of jeans has been recognized as "the world's number one" by Guinness Headquarters in the UK. Of course, there is also the first one created by Levi Strauss, because he is the first person to invent jeans in the world.
A restless gold digger
1829, Levi Strauss was born in a small staff family in Germany. As a German Jew, Li Wei was very clever from an early age. Just like his parents, he became a clerk.
1850, an amazing news brought people endless hopes and fantasies: a large number of gold mines were discovered in the western United States, and everyone was dreaming of gold mining. As a result, countless people who want to get rich overnight flocked to the once inaccessible, desolate and depressed western barren land.
Levi Strauss was in his twenties, and the adventure factor in his heart was ready to move. The natural restlessness of the Jews made him uneasy about being a stable employee. Li Wei was eager to take risks and wanted to gamble through his own labor and luck, so he gave up this boring job and joined the vast army of gold diggers.
After a long journey, Li Wei came to San Francisco, and he discovered his recklessness. He is not the first person to go for gold. Now the once desolate west is full of people looking for gold and tents everywhere. So many people live in tents, can they realize their dream of getting rich? Can you go home satisfied? Will you give up your job and come here and wait in despair? He was lost in thought.
So many gold prospectors stay in one place and live in tents. It is inconvenient to buy things because it is far from the city center. By chance, Li Wei saw that the gold diggers had to run a long way to buy some daily necessities, and he also had a deep understanding. So he decided not to dream about the distant gold, but to settle down and open a daily necessities store instead of panning for gold from the soil.
As Li Wei expected, the business of this small shop is very good, and people come to visit it in an endless stream. Soon, Li Wei earned back the cost and made a lot of profits.
One day, he went out by boat and bought a lot of daily necessities and a lot of canvas for tents and carriages. Due to the large number of passengers on board, those daily necessities were snapped up before disembarking, but the canvas was left unattended. After unloading the goods at the dock, he began to shout loudly to sell canvas. Now that the gold digger has set up a tent and saw that the canvas was going to lose money, no one bothered to build a second one.
Li Wei thought tents were people's necessities, but nobody cared. He was very depressed. Suddenly, he saw a gold digger coming face to face and staring at the canvas. I quickly and happily stepped forward and asked enthusiastically, "Do you want to buy some canvas to build a tent?" The worker shook his head: "I don't need to build another tent." What I need are pants as hard and wear-resistant as tents. Do you? " "Pants? Why? " Levi Strauss asked in surprise. The worker told him that the work of panning for gold was very hard. Clothes and trousers often rubbed against stones and sand. The trousers made of cotton cloth were not durable and were worn out in a few days. "Using these thick canvas to make pants is strong and wear-resistant. Maybe it will be very popular!" The words of the gold digger reminded Levi Strauss. He thought, these canvases can't be sold anyway, so why not try to make pants? So, he had a brainwave, copied a pair of brown work pants specially made by a shepherd in the western United States with his thick canvas, which was novel in style and particularly durable, and sold it to miners.
1853, the first pair of canvas overalls, which will be called "jeans" in the future, was born in the hands of Levi Strauss. At that time, it was called "Levi's overalls" by the workers.
Maturity after reform
Jeans were loved by cowboys and gold diggers in the west at that time because of their firmness, durability and suitability. A large number of orders poured in. Levi Strauss no longer runs his own grocery store. From 65438 to 0853, Li Wei formally established his own jeans company, and started the long road of this famous brand.
After the company opened, the products sold well, but Levi Strauss was not satisfied with the trousers made of canvas. Because canvas is strong and wear-resistant, but thick and hard, it is not only uncomfortable to wear, but also unable to design various beautiful and fit styles like soft cloth, so it can only be made into large pants with monotonous styles.
He began to look for new fabrics and paid attention to collecting information on the market. Finally, one day, he found a kind of cloth that sold well in the European market. It was invented by the Frenchman Niemann. It is a blue and white denim with the advantages of firmness and softness.
Levi Strauss saw the sample fabric, and he decided to import this kind of fabric called "Nim indigo Twill Cotton Serge" from France, which was specially used to make overalls. As a result, the trousers made of this new fabric are firm and soft, beautiful in style and comfortable to wear, and are once again welcomed by gold miners.