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Beyond the Bale : December 2013
66 OFF-FARM December 2013 BEYOND THE BALE LEVI STRAUSS & CO. In 1853, Levi Strauss opened a wholesale dry goods business in San Francisco that became known as “Levi Strauss & Co.” . Seeing a need for work pants that could hold up under rough conditions, he and Jacob Davis, a tailor, created the first jean. In 1873, they received a U.S. patent for “waist overalls” with metal rivets at points of strain. The first product line designated by the lot number “501” was created in 1890. Levi Strauss & Co. has grown to be one of the world’s largest brand-name apparel companies and a global leader in jeanswear. The company designs and market jeans, casual wear and related accessories for men, women and children under the Levi’s®, Dockers®, Signature by Levi Strauss & Co.TM and DenizenTM brands. The company’s products are sold in approximately 50,000 retail locations in more than 110 countries through a combination of chain and specialty retailers, department stores, online sites, and company-operated and franchised stores. Levi Strauss & Co.’s fiscal 2012 net revenues were US$4.6 billion. LEVI’S ® WOOL DENIM 501® JEANS and pioneering spirit. These values are completely in line with what AWI represents across the world,” Mr McCullough said. “By incorporating some Merino wool with the cotton, these wool denim 501® jeans feel warm to the touch, even in winter, and when wet feel drier on the skin and more comfortable than 100 per cent cotton. “We look forward to continuing our creative collaboration with Levi’s® and supporting their pursuit of product innovation.” The wool denim 501® jean is available in stores across the United States, Japan, Korea, Hong Kong and China. It is also available for purchase online (although the company does not ship to Australia). Levi Strauss & Co. has also created an innovative Holiday 2013 product line featuring Australian Merino wool. The collection includes a diverse range of men’s and women’s knitwear as well as the wool/denim blend of the classic 501® jean. The range highlights the signature style and craftsmanship of Levi’s® together with the benefits of Australian Merino wool, including the fibre’s exceptional versatility, warmth and natural elasticity. More information: http://us.levi.com Levi’s® wool denim 501® jeans are branded with the Wool Blend logo. FAST FACTS l AWI and Levi Strauss & Co. have collaborated to produce an historic wool denim version of the classic 501® jean. l The wool denim 501® jeans are part of a wider Levi’s® Holiday 2013 product line featuring men’s and women’s knitwear made from Australian Merino wool. l As part of the collaboration, Levi Strauss & Co. has become a Woolmark licensee, and AWI continues to work with the company on product development. Iconic American apparel brand, Levi Strauss & Co. has joined with AWI for an historical development: Levi’s® wool denim 501® jeans. Made from Merino wool and cotton, these 501® jeans look like conventional denim but, as Levi Strauss & Co. state on their website, “they can do things no ordinary denim jeans can do, like keep you warmer in cold weather”. AWI CEO Stuart McCullough said Levi’s® jeans are one of the most recognisable pieces of clothing in the world, capturing the imagination and loyalty of people for generations. “We are delighted to partner with Levi Strauss & Co., a classic American brand famous for its quality, integrity