History Loves Fashion 1900s
We’re back this week counting down our timeline of Levi Strauss from the beginning through the 1900s. Follow along on the journey that led to where we are now! We teased you last week about how women would show up in our story! Well, in 1934, they’re finally on the denim scene!
1934- Introducing LADY Levis
It may seem like no small issue here in 2022 to talk about women having their own denim line, but Levi’s® truly took the first steps and crossed societal norms when it created the first-ever line of jeans for women back in 1934.
Women to the west had been wearing their husbands or brothers’ Levi’s for many years when the company finally saw the need for a woman to have her own work pants. While these jeans came to fruition on a need, they were years ahead of their time, as it would be a few more decades before women wearing pants became socially acceptable.
1936–We’re seeing RED
Levis wanted to “stick out” from the competition. So, they invented the infamous red tab that still rocks the back right pocket of the Levis we wear today.
1965–We’re going OVERSEAS!
By 1965, the world recognized denim. But, they were still hugely devoted to Levis. So much so, that the company set up offices throughout Europe and Asia.
1982– Levis responds on a large scale to the growing AIDS crisis. They even go so far as to match money donated by hospital employees in San Francisco. The following year, they create support groups for HIV+ employees at their headquarters.
1986– Hello, Dockers!
Younger professionals decide that khaki is their color of choice when it comes to working. Levis creates a brand called Dockers to make sure that these young professionals have work-appropriate pants to match their style.
1991–TOE isn’t about the digits attached to your feet.
Terms of Engagement are established for the first time by an apparel company. These are used to set the bar on ethics, environmental safety, community involvement, and addressing child and forced labor. These also served as Human Resource guides to establish and dictate disciplinary actions, working hours, wages and benefits, and so on.
The next major Levis news takes us into our current century! What lies ahead? Guess you’ll learn next week. In the meantime, call a family member and let them know about our blog. After all, history loves company.
