Blue jeans are globally beloved and quintessentially American.
They symbolize everything from the Old West to the hippie counter-culture; everyone from car mechanics to high-fashion models wears jeans. And no name is more associated with blue jeans than Levi Strauss & Co., the creator of this classic American garment. As a young man Levi Strauss left his home in Germany and immigrated to America.
He made his way to San Francisco and by 1853 had started his company.
Soon he was a leading businessman in a growing commercial city that was beginning to influence the rest of the nation.
Family-centered and deeply rooted in his Jewish faith, Strauss was the hub of a wheel whose spokes reached into nearly every aspect of American culture: business, philanthropy, politics, immigration, transportation, education, and fashion. But despite creating an American icon, Levi Strauss is a mystery.
Little is known about the man, and the widely circulated "facts" about his life are steeped in mythology.
In this first full-length biography, Lynn Downey sets the record straight about this brilliant businessman.
Strauss's life was the classic American success story, filled with lessons about craft and integrity, leadership and innovation.
- Format: Hardback
- Pages: 288 pages, 8 colour illustrations, 13 b/w illustrations
- Publisher: University of Massachusetts Press
- Publication Date: 30/10/2016
- Category: History of fashion
- ISBN: 9781625342294
- Paperback / softback from £23.50