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LEVI'S是来自美国西部最闻名的名字之一。它也是世界第一条牛仔裤的发明人LeviStrauss(李维．史特劳斯)的名字。LeviStrauss于1847年十七岁时从德国移民至纽约。几乎完全不会讲英语的他在美国的起初几年是为他的两名兄长打工。他在纽约及肯德基一带的偏僻市镇和乡村到处贩卖布料及家庭用品。他有时甚至露宿路边或在空的车房里过夜。加州淘金热的消息使年轻的史特劳斯相当入迷，而于1853年搭船航行到三藩市。他带了数卷营帐及蓬车用的帆布准备卖给迅速增加的居民。但他发现帆布有更好的用途，因为有一名年老长的淘金人表示他应该卖的是能承受挖金粗用的长裤。于是他把卖不完的帆布送到裁缝匠处订制了第一件Levi's牛仔裤。就在那一天，Levi'sR的传奇诞生了。

人们对这种强韧牛仔裤一传十，十传百。年轻的史特劳斯不久后便在三藩市开了第一间店。他生产许多齐腰的紧身裤。过后，他放弃帆布，改用斜纹粗棉布，那是一种在法国纺织以不变色靛蓝染料织成的强韧棉布。史特劳斯从1860至1940年期间为原创设计了不少改良、包括铆钉、拱形的双马保证皮标以及后袋小旗标，如今这些都是世界著名的正宗Levi's牛仔裤标志。LeviStrauss公司的确已成美国传统，对全世界的人来说，它代表的是西部的拓荒力量和精神。

今天，牛仔裤已经成为既可以表现各个年龄层性感的服装，同时也是可以在任何时候穿着它都不会有落伍感觉的"时装"。在全世界所有的牛仔裤品牌当中，利维（Live's）象一棵百年常青之树，从1873年利维牛仔裤创始人LeviStrauss生产出第一条牛仔裤之日起，它就天然地同美国的淘金热、西部牛仔以及美国军队联系在一起，甚至成为美国历史的一部分。世界上很难有一种服装品牌能够象利维这样历经一百多年风风雨雨，从一个国家流行到全球，品牌个性始终保持如一，并且成为全世界男女老幼都可以接受的时装和牛仔裤的领导品牌，这不能不说是利维品牌创造的一个世纪神话。

经过五代人一个多世纪的努力奋斗，已经在全球160多个国家进行商标注册登记的利维品牌一直代表着独创、正直和创新。它的产品品质不仅以耐磨坚固而著名，同样，它的品牌广告也是屡获大奖，为世人所称道。

Levi's is one of the most famous names from the western United States. It's also the name of Levi Strauss, the inventor of the world's first pair of jeans. Levi Strauss emigrated from Germany to New York in 1847 at the age of 17. Almost completely unable to speak English, he worked for his two older brothers in the first few years in the United States. He sells cloth and household goods in remote towns and villages around New York and KFC. Sometimes he even sleeps on the side of the road or in an empty garage. The news of the California Gold Rush fascinated young Strauss, who sailed to San Francisco in 1853. He brought rolls of tents and tarpaulins to sell to the rapidly growing population. But he found that canvas had a better use, because an old gold digger said he should sell trousers that can bear the rough use of digging gold. So he sent the endless canvas to the tailor and ordered the first Levi's jeans. On that day, the legend of Levi's R was born. People pass this kind of strong jeans from one side to another. Young Strauss soon opened his first shop in San Francisco. He makes many waist length tights. Later, he gave up canvas and changed to denim, a strong cotton cloth woven in France with a non discolored indigo dye. From 1860 to 1940, Strauss designed many improvements for the original design, including rivets, arched double horse guarantee leather logo and back pocket small flag logo, which are now the world famous authentic Levi's jeans logo. Levi Strauss has indeed become an American tradition. For people all over the world, it represents the pioneering power and spirit of the West. Today, jeans have become a kind of clothing that can show the sexiness of all ages, but also a kind of "fashion" that can be worn at any time without feeling out of fashion. Among all the Jeans Brands in the world, live's is like a century old tree. Since the first pair of jeans was produced by Levi Strauss, the founder of Levi's jeans in 1873, it has been naturally associated with the gold rush, Western jeans and the U.S. Army, and even become a part of American history. It's hard for a fashion brand in the world to be like levy after more than 100 years of ups and downs. From a country to the world, the brand personality has always been the same, and become a leading brand of fashion and jeans that can be accepted by men, women, old and young all over the world. This is a century myth created by levy brand. After more than a century's hard work of five generations, Levi brand, which has been registered in more than 160 countries around the world, has always represented originality, integrity and innovation. Its product quality is not only famous for its wear-resistant and strong, but also its brand advertising has won many awards and been praised by the world.

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