Purpose and benefits

Born in Bavaria, Germany, Levi Strauss emigrated to the United States in 1847.Then he joined the crowds heading west to the California gold rush. Strauss didn’t do any digging though. Opening a dry-goods wholesalers, he got his customers to dig into their pockets to buy his newfangled riveted ‘waist overalls’, the toughest trousers in the West. So popular was the new style of jeans that Strauss was known as the ‘cowboys’ tailor’. By the time of his death in 1902, jeans had made Strauss $6 million, a considerable amount more than most prospectors ever achieved.

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Biographical details, defining career moments and context and contributions.

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