世界名牌博覽：李維斯

Levi's(李維斯)是來自美國西部最聞名的名字之一。1853年猶太青年商人Levi Strauss(李維·斯特勞斯)為處理積壓的帆布試著做了一批低腰、直筒、臀圍緊小的褲子，賣給舊金山的淘金工人。由于這種褲子比棉布褲更結(jié)實耐磨而大受歡迎。于是，李維索性開了一家專門生產(chǎn)帆布工裝褲的公司，并以自己的名字“Levi's”作為品牌，Levi's(李維斯)的神話也由此展開。

李維斯(Levi's)是著名的牛仔褲品牌，作為牛仔褲的“鼻祖”，象征著美國野性、剛毅、叛逆與美國開拓者的精神。它歷經(jīng)一個半世紀(jì)的風(fēng)雨，從美國流行到全世界，并成為全球各地男女老少都能接受的時裝。靛藍(lán)牛仔斜紋布、腰后側(cè)的皮章、褲后袋上的弧線、鉚釘、獨有的紅旗標(biāo)等都是李維斯的特點。

李維斯作為時裝和牛仔褲的領(lǐng)導(dǎo)品牌，百年來不斷追求創(chuàng)新，1960年，推出水洗系列牛仔褲，1967年出現(xiàn)喇叭口褲型、1986年開始生產(chǎn)預(yù)先穿洞的破爛牛仔褲、將牛仔褲褲管翻過來的“翻邊”、2003年性感新潮剪裁獨特、款式至酷的TYPE1 TM系列。

Levi’s have been the most famous brand of jeans and denim clothing for decades. Levi Strauss & Co. was founded in 1853 when Levi Strauss emigrated from Germany to San Francisco to help with his brothers’ dry goods business. The company began producing denim overalls in the 1870s but did not start making jeans until the 1920s. Strauss and his partner Jacob Davis patented the copper rivet to reinforce clothing in 1873. It was to become a key part of their jeans design. The demand for their jeans skyrocketed in WWII. This saw their sales staff grow from 15 before the War to 22,000 in 35 countries just after it. Levi's jeans became popular with young people in the 1950s and ‘60s. The 501 was then, and is today, their biggest-selling product. The company leads the fashion industry in the number of trademark infringement cases.