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This article was written in the shadows of the Second World War; a time when Levi Strauss' famous blue jean fabric was not simply being woven for the 12,000,000 souls in the U.S. military, but also the civilian war-workers who clad themselves in jean overalls.

As if this wasn't enough to keep the factories of Levi Strauss & Co. humming happily, the American teenagers also discovered blue jeans in the Thirties and have been devoted to them ever since. The author of this article could never have known that the social revolution making the name "Levi" into a household word the globe over was only nine years away; but I digress: the attached article begins in 1850, when the young Levi Strauss (1829 1902) arrived in San Francisco...

An article about 1940s denim can be read here...

Read About the History of the T-Shirt

     


Levi Strauss and his Denim (Coronet Magazine, 1956)

Levi Strauss and his Denim (Coronet Magazine, 1956)

Levi Strauss and his Denim (Coronet Magazine, 1956)

Levi Strauss and his Denim (Coronet Magazine, 1956)

Levi Strauss and his Denim (Coronet Magazine, 1956)

Levi Strauss and his Denim (Coronet Magazine, 1956)

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